Avionics News June 2018 - 42

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Hosting a press
conference
E

xecuting a successful press conference requires more
than simply believing, "If we hold it, they will come."
Not true. So before you plan a press conference for your
company at EAA AirVenture, the NBAA Convention or any other
industry event, pay careful consideration to the following tips.
Save a press conference for your top news. Just because it's
convention time doesn't mean you have an announcement worthy
of a press conference. The personal schedules for members of
the aviation media at shows are hectic, and they won't appreciate
a press conference so you can "touch base" or talk about your
updated website, great customer service, or releasing version 8
of your software. Save the press conference for major news such
as an all-new product, new president or partnership with another
company.
Keep your eye on the prize. Your goal is not to have a wellattended press conference. Instead, your goal is to receive
positive editorial coverage for your company. There's a huge
difference between those two goals. A standing-room only press
conference may make you feel successful, but your news event
is only a success to the extent that you get the coverage in the
media that is important to you.
Make sure you're official. If you are hosting a press conference
during an industry convention, check that your company
is listed in the official schedule of events. It's time to
be obsessive and get email confirmation from the show
organizer and then periodically check the press conference
schedule on the convention's website in advance of the show.
It's never happened to me, but I have a nightmare vision of
showing up for my event only to have people look at me with
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avionics news

june

2018

puzzlement and tell me I'm not on the schedule.
You are cordially invited. Even if your press conference is
officially listed as part of a convention's roster, you also should
send a short and simple invitation. Include a hint of what you'll
be announcing, such as an "all-new ADS-B solution" or "new
management team." Giving a hint is in your favor - it's the worm
at the end of your hook that will help the editor bite. Follow that
invitation with another communication within 24 hours of your
event. And please, passionately proofread those dates and times.
Decide who should attend from your company. At many press
conferences, you see a lineup of men in the back of the room
standing, not sitting. They look like a line of bouncers at a bar.
They are the gaggle of company employees who have been told
to attend but not take a seat. Although it makes sense for certain
individuals from your company to attend, it's not an all-handson-deck affair. In addition to your top management, you should
have the sales manager, marketing director and the head of
engineering. Brief them on consistent messaging.
Speaking of those back at the booth, if your press event is held at
a convention, chances are likely that a member of the media who
missed the event will stop by to see what the news is or to pick
up a media kit. Make sure the folks working your booth know
this may happen and what they should do.
Consider whether you truly want to compete. If you host a press
conference at the NBAA Convention, for example, you are
competing with dozens of other companies all vying for the
attention of a limited amount of editorial space. Typically,
the NBAA Convention has four press conferences running
concurrently. Unless you work for a major company, you will be

Table of Contents for the Digital Edition of Avionics News June 2018