Avionics News June 2018 - 43

competing with those major companies who will be
covered almost by default. If your news isn't timely,
it may be better to release it a month before or a
month after a major show when the competition for
attention isn't as strong.
Yes, go ahead and embargo. In the old days,
magazine editors had days and days to report your
news. No more. Typically, an editor at a major
aviation news outlet must attend the show all day
and then post a recap of the news that same night.
Contacting the major outlets a few days before a
show and giving them advanced access to your
news works in your favor. Just be clear that this
no Q&A session at the end of your conference. People may
news is embargoed until the day and time of your
disagree, but hear me out. You've put on a strong conference,
press conference. I wouldn't do this across the board, but I would
upbeat and interesting, and the energy is high in the room. Then
select individual reporters to contact whom you know and trust.
you ask for questions. Crickets. "Oh, come on, someone must
And if I could give one bonus tip on how to get coverage in the
have a question," you say. More crickets. Now you're begging.
various on-site daily publications at a show: Get them your news
People look around the room. Then
well in advance of the event - at least
maybe, one half-hearted, off-topic
30 days out. This calls for organization
question. The high energy in the room
and can't always be done if you're
INSTEAD OF A Q&A
has dissipated.
awaiting FAA certification or some other
Instead of a Q&A session, consider
barrier to announcing your news, but it
SESSION, CONSIDER
identifying
the representatives in
sure beats strolling into the press room
IDENTIFYING THE
attendance
from
your company, and
the first day of the show and expecting
REPRESENTATIVES IN
make
them
available
to answer questions
coverage.
ATTENDANCE FROM
outside the room. Announce your booth
Do I have to write this down? Sometimes,
YOUR COMPANY,
number from the podium. Stay as long
executives become so enamored with
as necessary to accommodate the press
their captive audience that they don't
in attendance. You'd rather have a fivewant to distribute any news material
minute one-on-one discussion with a
before or during the press conference.
member of the media than an awkward
This causes confusion as the editors
answer to one question from the podium.
wonder if there will be materials or
All members of the media are not
if they should be writing it all down.
created equal. You may want to offer an
Remember, your goal is to get coverage,
installation of a piece of equipment into
so make it as easy as possible. The
an important editor's airplane or extend
day of the inch-thick media kit is gone
an invitation for dinner which are offers you would not want to
(much to the delight of the editors who had to lug around a dozen
make from the podium to all assembled.
or more of them all day long) and has been replaced with a power
Be considerate of the next presenter. When your conference is
stick or a URL. Make it clear that what you're announcing is all
finished, grab your podium logo sign and vacate the room.
posted on your website, and the press releases and photos are
You can continue personal conversations with the media in the
currently being emailed to all media members.
hallway. There's another company waiting its turn in that same
Can everyone see this? I wonder if Moses descended Mount
room. Be respectful and give the next presenter the time and
Sinai, held up the tablets with the Ten Commandments and asked,
space to set up.
"Can everyone see this?" Despite repeated warnings, companies
Hosting a successful press conference can do more than get
are still messing up their audiovisual presentations. No, we can't
your marketing message out to the aviation media with the
read your Excel spreadsheet from 20 feet away. If you choose to
coverage you want. A press conference is an opportunity to do
add projected visual content to your press conference, you must
what you can't do via emailing a press release: Build relationships
practice, test and rehearse using the precise equipment you will be
with the media. Take advantage of the in-person opportunity to
using during the conference. When you have an AV failure, your
meet and mingle with reporters. Introduce yourself, shake hands
audience may sympathize with you. But they are also thinking
and get to know the people who cover the activities at your
that this should not have happened at a well-planned event.
company. q
Ditch the Q&A. Yes, you read that right. I personally recommend

AND MAKE THEM
AVAILABLE TO
ANSWER QUESTIONS
OUTSIDE THE ROOM.

avionics news

*

june

2018

43



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

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