Tips for successful press conferences in a virtual world

Like everything else in life and the world, the challenges over the last year have had a big impact on how we communicate, the media landscape and public relations efforts.

The challenges of a shrinking and shifting media pool have created difficulties with event coverage and reporting for some time now. These days, reporters are filing more stories while rarely leaving their desks or home offices, so they can focus on meeting their numerous deadlines. While this has been challenging, it has also created new opportunities.

The digital age has opened doors for public relations professionals to create content that is multi-purposeful and shareable. It can help reporters who are juggling multiple stories every day and need more instantaneous access to content. It has also opened doors for virtual media events and press conferences that inherently are more accessible and efficient from a time management standpoint.

At Cookson Communications, we have been using Zoom for many years and have become more creative in its applications as it moved into ubiquity in 2020.

One application is using it as a platform for a virtual press conference. Virtual makes it convenient for coverage — no traveling for reporters, and with more limited staff these days, reporters, producers and editors can join in from the comforts of anywhere. There is no traveling for speakers, and no one has to worry about being at a “safe” distance since we are all alone at our computers, yet together like the “Brady Bunch effect” tiled across the screen.

However, it’s not as simple as it sounds.

Here are some tips for helping run a successful virtual press conference:

• Testing, testing, testing: As every seasoned public relations professional knows, press conference walk-throughs are vital for a smooth event. Doing it virtually is no different. Be sure to test your equipment a day or two in advance. Technology can be finicky.

• Bandwidth: Your speakers and participants need to be in a location that will support video over a sustained period. If other families decide to hop onto You- Tube during the presentation, will that degrade your video? Also, we all appreciate the pet and baby interludes, but that should typically be avoided in a professional press conference setting.

• It’s all about the visuals: Always think about your backdrop. While digital graphics can be used for speakers, a traditional banner or popup provides a cleaner look without the “cherub look” or angel glow whiteness around your speaker. As with any backdrop design — printed or digital — be sure to consider your sizing to ensure proper placement of your logo on screen. Additionally, break up speakers with visuals — slides or photos — so viewers are not constantly looking at talking heads.

• Think about the extras: As with any good communications plan, a press release with photos, videos and one-onone interview opportunities are crucial to the success of a story. This allows reporters to flesh out the story and have access to additional content so it can focus on what their readership is looking for. Taking a photo before or after with the speakers and attaching it is preferred as it will look better in print or online. If a photograph is not provided, media will likely take a screenshot from the event to use which may not be the best look.

• Don’t forget to hit “record”: Recording the announcement allows it to be posted on YouTube for more organic content and more views. Those media members who could not make it can still watch it and get all the details as if they were there live, while also clipping audio and video to use for their story.

While the decision to go virtual for these events has been based on the current climate — and, thankfully, the world is on its way back to some form of new normal — this is a communication opportunity that is likely here to stay.

But be cautioned. Don’t think “convenience guarantees coverage,” because traditional media relations is still crucial to the success of getting the word out and for news placements.

Communicators can use these tools to share content and increase real-time access to speakers to help the media manage their hectic schedules and go about the craft of creating content for their readership.

Kristen Lestock is director of communications and client engagement at Cookson Communications in Manchester.