Tips & tricks on press event organization

1. Press event: how to involve
media in communication?
23.11.2011
CCIFR Marketing PR Committee

2. D2 Marketing Solutions – short
introduction
• D2 Marketing Solutions is an agency with strong
expertise in marketing communications and event
management
• We have a goal-oriented team that can be helpful in
all aspects of communication program implementation
– strategic planning, media relations, event
management, celebrity relations, production and
design
• Our clients are leading companies in different
market segments, among them a number of French
companies and brands
• The solutions generated by D2MS support the brand
legend and positioning in a creative way, using
different and non-standard tools including creating a
series of news, events and activities that affect public
opinion and support brand positioning
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3. Types of press events
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4. Types of press events
• Formal
• Speakers at the
presidium
• Event is
moderated
• Only formal
questions at Q&A
section are
allowed
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5. Types of press events
• Formal
• Speakers at the
presidium
• Event is
moderated
• Only formal
questions at Q&A
section are
allowed
• Informal
• Main part is a
conversation between
media and speakers
• Journalists are
encouraged to present
their opinion and start
discussion
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6. Types of press events
• Formal
• Speakers at the • Includes formal
presidium and informal parts
• Event is • Main point is a
moderated guided tour
• Only formal • Focused on
questions at Q&A production
section are
allowed
• Informal
• Main part is a
conversation between
media and speakers
• Journalists are
encouraged to present
their opinion and start
discussion
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7. Types of press events
• Formal
• Speakers at the • Includes formal
presidium and informal parts
• Event is • Main point is a
moderated guided tour
• Only formal • Focused on
questions at Q&A production
section are
allowed
• Informal
• Main part is a • Entertaining!
conversation between • Product ambience is
media and speakers created
• Journalists are • Product presentation
encouraged to present combines educative
their opinion and start and entertaining part
discussion
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8. Press conference/ briefing
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9. Press breakfast
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10. Press tour
10

11. Press launch
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12. How to choose an appropriate
format?
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13. How to choose an appropriate
format?
• Important or
breaking news
• Formal
approach
• Facts & figures
prevailing
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14. How to choose an appropriate
format?
• Important or
breaking news
• Formal
approach
• Facts & figures
prevailing
• No significant
news, but have to
attract media
attention
• Wish to underline
informal approach
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15. How to choose an appropriate
format?
• The best way to
present news is to
• Important or show manufacturing
breaking news facilities or the project
• Formal • Need to entertain and
approach stimulate media
• Facts & figures interest
prevailing
• No significant
news, but have to
attract media
attention
• Wish to underline
informal approach
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16. How to choose an appropriate
format?
• The best way to
present news is to
• Important or show manufacturing
breaking news facilities or the project
• Formal • Need to entertain and
approach stimulate media
• Facts & figures interest
prevailing
• No significant
news, but have to • Impression is
attract media everything
attention • Have to give a feeling
• Wish to underline of the product or
informal approach service
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17. How to choose an appropriate
format?
VISUAL PRESS VS NEWS PRESS
Consider the way the media is presenting information
• Illustrations rule • If you have figures, you have the
• Short texts, big pictures article
• Only facts matter
SO
SO
• Provide media with visuals,
write expressive, inspire by • Use precise wording, always
bright and sexy image support your arguments with
appropriate figures, research data 17
etc.

18. Communication timeline
START EVENT AFTERWARDS
Introduce your event Present your information Follow up
• Save the date (if • Make speech or • Make sure the
needed) presentation information is
• Invitation • Answer questions understood
• Explanation • Hand out materials • Answer questions
• Phone call • Call to make things
clear
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19. EVENT IS…
FOR YOUR GUESTS
An entertaining way to meet your team and get
acquainted with your product or service, happening
that runs smooth and pleasant
FOR YOU
A great headache to make a handful of different
processes to happen simultaneously in one place at
one time
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20. Checklist – helpful tips
Planning the event
How to decide on date and time?
• Best days are Wednesdays or Thursdays
• Check other important events – ask your fellow journalists
• Keep in mind editorial cycle – no one will show up at the day when issue is closing
How to choose the venue?
• Preferable is location that has convenient reach by public transport (close to metro
station), in other cases organize transfer from metro
• Check seating plan – if you have the screen make sure that it will be visible for
everyone. Avoid halls with many columns. Decide where speakers will seat and arrange
place for cameras
• Choose the interior that meets your concept to spend less on decorations
What is important about the menu?
• Give preference to simple meal, if it is standing fourchette, make sure that guests
manage to eat the food you serve while standing
• Don’t serve spirits before the official part
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21. Checklist – helpful tips
Invitations
When to invite?
• At least 10 days prior to the event, STD if needed
Do you need paper invitations?
• Actually, no. You’d better send out an e-invitation with the announcement release
• Make a printed version if you want to underline the importance of the event, but
always duplicate it with e-version
• Never put recipients in blind copies
• Always make a phone call
Accreditation
• Make your accreditation list and keep mobile numbers of those who confirmed their
attendance
• Good idea! Send sms reminder at the day of the event. It really works! 21

22. Checklist – helpful tips
Scenario/ content
How to choose a speaker?
• 70% of success on your event is your topic and engaging speaker
• Make sure that your speaker is a good at eloquence, make a training if needed
• Timing is important - sometimes great people say smart things, but the speech lasts
too long to keep attention of the audience
• Discuss in advance “hard” questions and rehearse proper reaction with a speaker
What should be in your scenario?
• Think of what you want to read in tomorrow newspaper’s headlines
• Reflect your message in all the aspects of your event – think of branded
decorations, entertainment for you guests that reflect your product or service, press
packs and gifts. Sometimes even colors of the food are important
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23. Checklist – helpful tips
Technical equipment/ coordination
General rules:
• Hand out a technical plan to every member of your team
• Make sure that your team is able to communicate efficiently during the event –
either distribute a phone directory with all mobile numbers or hand out walky-talkies
• Hire a technical person responsible for all the equipment
• Make a pre-check if everything is working and make a rehearsal
• Play your videos and try to open your presentation on the computer that will be
used at the event
• Always plan your “emergency exit” – not bring all the speakers in one taxi, always
have an extra copy of everything and be creative if anything goes wrong
What extra technical equipment you may need?
• Wi-Fi connection and laptops for mobile press office
• Timers for speakers
• Equipment for simultaneous translation
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24. Checklist – helpful tips
At the event
When guests arrive…
• Make sure your venue is easy to find, think of navigation
• Mark those who came and ask for business cards
• Don’t let in freeloaders
• Start the official part when at least 50% of guests are in
During the official part…
• Make print outs of the presentation and hand out them to guests
• Make sure that press knows names and positions of the speakers
• Have helping hands to pass the microphones during Q&A section
• Make photo and video shooting
When the presentation is over…
• Involve speakers in informal communication with the press
• Give press kits and presents when guests leave
• Good idea! If presents are heavy, better send them afterwards with courier service 24

25. Checklist – helpful tips
Follow up
General rules
• Your goal is an article, not the presence of the press at the event
• Say thank you and ask if everything was fine
• Keep communication. Send post release, photos, give answers, discuss the
possible ways of information use in the media
• Good idea! Add a personal touch in communication – send photos, tag journalists
on photos uploaded to Facebook etc.
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26. Your event was a disaster if…
• Speeches were boring
• No one understood the topic because of the
poor translation
• Your speaker couldn’t handle the questions
• Speeches were interrupted with noises or
smells
• Someone got food poisoned
• You had serious troubles with equipment or
technical support
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27. Your event was a success if…
• You have hired D2 Marketing
Solutions
• Most of the invited guests
appeared
• Press had questions
• Minor shortcomings weren’t
noticed by the guests
• No one left unhappy
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28. D2MS cases
Press conference in frame of the ceremony of cornerstone layout of Peugeot-Citroen-
Mitsubishi plant in Kaluga region:
• Air-conditioned tents built on the spot
• Press lounge with laptops and Wi-Fi internet
• Transfer for press from Moscow
• Press conference prior to the official ceremony and lunch
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29. D2MS cases
Press breakfast and discussion on prospects of countryside and residential real estate
in Moscow region for Veles Development:
• Informal meeting and discussion with journalists at Pushkin café
• Short presentation from company’s experts followed by journalist’s questions and
opinions exchange
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30. D2MS cases
Press tour to Manufacture Roger Dubuis in Geneva:
• Accommodation in one of the best hotels in Geneva
• Visit to the manufacture
• Lunch with CEO of the brand
• Entertaining program, including Swiss fondue tasting and visit of chocolate factory
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31. D2MS cases
Launch of Nivea Visage Pure Effect line:
• Press launch for glossies
• Decorations in Nivea style
• Testing zone of new products
• Celebrity host Artem Korolev and special guest Kira Plastinina
• Topic for discussion – 100% self-confidence = 100% skin purity, master classes
from experts (psychologist, head hunter, fashion designer)
• 3 different looks from Kira Plastinina (for party, date and job interview)
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32. D2MS cases
Launch of ESSIE in Russia:
• Press presentation for glossies at MOD design space
• The venue was decorated in ESSIE style with art installations reflecting different colors
of nail lacquers
• Manicure with ESSIE products for each guest
• Interactive ESSIE theater to create WOW-effect
• Special guest – Essie Weingarten, the founder of the brand
• Special catering with bright colored food and colorful macaroons
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33. THANK YOU!
Natalia Koroleva
Director, PR and marketing communications
D2 Marketing Solutions
nk@d2ms.ru
+7 495 7800153
www.d2ms.ru
facebook.com/D2.Marketing.Solutions
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