What NOT to Do at a Press Conference

After a few press conferences in the last few weeks -- some better than others -- here's a few suggestions as to how companies can make their press conferences more effective.

• Don't have a moderator take up valuable time with some talk show format Q&A. We (the invited press) will have our own questions, thank you.
• Don't let certain members of the press hog the show. Everyone should get a chance to ask questions.
• PR staff do not have to add their two cents. Their job is to get the press and the company officials to the event and then be like good waiters -- unobtrusive but available when needed.
• Don't use questions as springboards for your own agenda. Answer questions directly. Keep spin to a minimum.
• Don't play with your Blackberries and Treos. We would like you to pretend we are important enough to warrant your undivided attention.
• Announce the press conference early and mention it in the printed schedule. We don't like to miss the press conference--especially when we know our competition is attending.
• Ask the press to identify themselves. For example, each member could precede their first question with something like "Roopinder Tara from TenLinks, can you tell me...."

Comments

[al dean]

Come on guys - drop the Prima Donna act.

I talk to a lot of PR people, many of them I consider friends, and some 'press' treat them with utter disrespect.

PR people are intelligent, highly trained and serve a huge purpose in the grand scheme of things. If you think press releases make little sense now, you should what the vendors would send out without some form of invention.

A PR person's job isn't to "get the press and the company officials to the event" - I'm kind of stunned to read that to be honest.

Show some respect for professionals without whom neither me, you or Ralph could get our jobs done.

[Cindi]

Oh Roopinder, please... As a PR person, I am never going to be a "good waiter" and actually find this somewhat offensive. I understand your point--we know journalists are highly intelligent (especially in this industry)and can pull the information you need and that PR people are there to provide good service. However, just because company officials actually deliver the presentation, don't be fooled. There's often PR people who are deeply involved in the content. Acting like PR should be quiet in the corner when they can help initiate even better, deeper conversations for both sides is ridiculous.

As for the rest of the list. Thanks. Always good to know.

[lgordon]

My humble additions:

--Make sure there is wireless access, and power outlets for our laptops.

--Don't use the conference as an excuse for a big marketing buzz. Everyone says their product is "easy-to-use," "intuitive," "powerful," etc., etc.

--Remember, some of us are quite interested in technical details such as underlying mathematical theories or the distinctions between modeling approaches.

--A bit off the subject: It seems some competing publications are reviewing software before it is even released! And since the articles are not signed, this seems quite disingenuous.

[ralphg]

Another item that some CAD vendors have problems with:

* Be consistant in your NDA [non disclosure agreement] policies. Last week, a CAD vendor told me stuff "under embargo" about a new product that was public back in January! Sheesh...

Another CAD vendor gives a date for an NDA, but then releases the information publically weeks before the expiry date. Considering that an NDA is a legally-binding contract, it is frustrating when one party breaks the agreement with no penalty -- other than getting the media mad at them.