Tuesday, May 17, 2016

6 Ways to Reinvent the Ho-Hum Press Conference

Unlike other events that lend themselves readily to highly produced spectacles, press conferences have traditionally been understated affairs. The traditional setup involves an ordinary stage with a lectern and microphone, facing chairs set for members of the press. But some press conferences have broken with tradition to add a bit of splashiness to their presentations, with details such as slick staging or seating, eye-catching backdrops, or interactive elements. These six examples provide inspiration for jazzing up the experience to keep members of the media engaged—and to provide visual interest for their cameras.

Victoria’s Secret
Victoria’s Secret
Victoria’s Secret celebrated the reveal of its new bralette collection at the brand's Herald Square location in New York in April. Cameras captured the eye-catching backdrop, which displayed the products within gilded frames against a hedge wall.

Photo: Courtesy of Victoria's Secret

The Beverly Center

The Beverly Center
Seating surrounded the stage—which was set within the mall—with the entire event done in a striking all-white palette.

Photo: Sean Twomey/2Me Studios

Cubs Convention
Cubs Convention
The 30th annual Cubs Convention in Chicago in 2015 included a "Kids Only Press Conference.” There, the underage set of attendees was invited to ask questions of Cubs players Anthony Rizzo, Justin Grimm, Kyle Hendricks, and Travis Wood.

Photo: Steve Green

Sony at the Electronic Entertainment Expo
Sony at the Electronic Entertainment Expo
Los Angeles’ Electronic Entertainment Expo—better known as E3—is known for its over-the-top press conferences. In 2014, Sony's press event immersed guests in the experience before the show floor even officially opened, surrounding them with screens on multiple planes and hung at various angles.

Photo: Chris Weeks/Getty Images for Sony Computer Entertainment America

Jenny Craig

Jenny Craig
Looking to raise its profile, weight-control brand Jenny Craig partnered with Mariah Carey, and launched a new image and new relationship with the American Heart Association in 2011. To tout these announcements, the brand hosted a New York press conference in which Gayle King interviewed Carey in a one-on-one discussion, an element that was streamed live to the Web via Ustream.

Photo: Theo Wargo/WireImage for Jenny Craig

State Farm Insurance
State Farm Insurance
About 30 members of the health and beauty media gathered in New York in 2009 to learn about the State Farm Insurance-sponsored 50 Million Pound Challenge. There, interactive elements engaged attendees. A set of airplane seats served as a prop to illustrate one challenge participant’s story, and guests could step on the scale or climb stairs while wearing weighted vests as a means to better understand the program.

Photo: Jessica Torossian for BizBash



About the Author

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Author & Editor

Based in Malaysia, Best Events specializes in Conferences, Seminars, Murder Mystery Dinners, Gala Dinners and Team Building events.

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