Importance of press conference as a tool of public relations

A press conference is one of the most commonly used and potent tool to advance the cause of an organization and gain coverage in newspapers, magazines, blogs and on TV news broadcasts. Rather than setting up interviews with individual reporters or sending out press releases, press conferences allow an entity to interact with a roomful of journalists all at once and thus is an effective way to quickly disseminate public relation messages.

tools of public relations, press conferenceTo understand the importance of press conference as a tool of public relations, a small case study was carried out and below are the detail:

  • Press Conference purpose: For announcing of South Indian International Movie Awards (SIIMA) 2014, scheduled on 12 and 13 September 2014
  • Date & Venue: 29 August 2014, Taj Club House, Chennai (India)
  • Organizer: Vibri Media Private Limited (integrated media company which owns SIIMA)
  • A brief background: SIIMA provides South Indian films a strong base to assume a global identity and helps South Indian movie stars reach out to their fans from other parts of the globe. The South Indian movie industry which churns out approximately 500 films every year has received a strong boost from SIIMA in this direction. A press conference was organized by Vibri Media Private Limited on 29 August 2014 at Taj Club House, Chennai (India) to announce Kuala Lumpur, Malaysia as the venue for SIIMA’s third edition of awards ceremony.

Press conference as a tool of public relations

Attended by journalists from various media outlets – both print and electronic, this press conference gave SIIMA a tremendous amount of publicity, which in-fact was the intended purpose. This was achieved through the following means:

  • Press kit: The journalists were each given a press kit which included fact sheets, background information and merchandises. This press kit were extremely useful in helping the organizers register their intended message in the minds of the media men and gave the journalists necessary tools to spread the message.
  • Celebrity effect: The organizers were wise enough to invite prominent celebrities at the press conference to tap into their popularity. The presence of popular South Indian star actors like Khushboo, Pranitha Subhash, Kriti Kharbanda, Devi Sri Prasad, Nandita, Rana Daggubati and Sivakarthikeyan was sure to appeal to their legions of fans. This was a reason enticing enough for the media outlets to give this event a significant coverage.public relations tools, public relation tools, tools used in public relations, press conference tips
  • Speaking right: Brinda Prasad, the chairperson of SIIMA who assumed the role of the spokesperson, did and said everything right. She took this press conference as an opportunity to build excitement and anticipation around the event. Her announcement of the various categories under which the awards were to be distributed was a strategic move on her part to build up the hype; even her thanking to popular actors like Shriya Saran, Nivin Pauly, Adah Sharma and Simbu, amongst others in advance, for their upcoming performance during the award ceremony, was a smart teaser of the entertainment in store.
  • Event sponsors scooping mileage: This press conference not only served as an effective tool of public relations for SIIMA, but also for the event sponsors like Micromax, Malaysian Airlines, and Red Bull who saw this as a chance to increase their brand awareness. This was amply evident from the displayed logos at the event and parallel campaigns carried out in their respective social media channels.

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