Press Conference Organization

I was a business reporter before moving to PR. 10 things I’d tell anyone in media relations. (Save this before your next pitch call) I remember being on the other side of PR pitch emails. Deleting some in seconds. Saving others to use later when writing stories. I made this for anyone just starting out. To help you create more value for your clients. 01 Find the story Remember, if there's a story, it will sell. No amount of follow-up calls help if you don't have a story. 02 Know the journalist Meet journalists when you don't have an immediate need. Get to know their workstyle, best ways to reach out, kind of news that interests them. Build trust. 03 Personalise follow-ups After sending a press release, ensure your follow-up communications are tailored to add value. You won't say the same thing to a business publication and a B2B magazine. 04 Create unique pitches Avoid sending the same pitch to numerous reporters with "exclusive" in the subject line. Invest time in crafting unique and relevant pitches. Know the publication’s audience. 05 Allocate time to update your media list Keep your media list up to date. Clients expect you to be well-versed in the media landscape, and outdated contacts can hinder your efforts. 06 Manage client expectations Do not chase a journalist just because your client insists. If a story can't fit a certain publication, be polite but firm in your pushback. But be super cautious because if the work can be done, it will be done. If you don't do it, someone else will. 07 Read more, find trends Read newspapers daily to stay informed about industry trends where your client can fit in. 08 Invest in training, self-learning PR agencies and schools should train professionals on how newsrooms work before they make their first media call. Understanding the news cycle is important. PR professionals should also invest in self-learning, especially in content and the use of AI. 09 Use social media to stay up-to-date Check LinkedIn and other social media platforms to verify if the journalist is still with the same publication and covers the relevant industry before making contact. Avoid making calls that resemble those vague credit card sales pitches. 10 Be patient Be patient when contacting journalists or PR colleagues. Wait before reaching out to others if they don't answer, and refrain from immediately complaining about unavailability to the corporate communications team. Bonus tip: Think of Gmail as a search engine. Your subject line should help you show up when a journalist searches the topic even weeks after you sent the mail. Those are the 10 really basic things I keep coming back to.  Hope you find them useful. ✨ PS: By the way, where do you get your news these days?

The other day I wrote about how brands need to rethink their media relations programs. Here's where I'd start, and what I've learned. Find the voices that influence the influencers. Last week at the IMM travel media conference in London, one of the world's leading travel editors mentioned that they look to trade media for their story ideas. Trade media is a perfect example of what I'm talking about here: niche, trusted, deeply read by exactly the right people. Before you go wide, understand who the core few are that shape how the influential think. Those are the relationships worth building first. Do your homework. But really do it. That means subscribing, following, reading, engaging — and doing it over time. There are no shortcuts here. You cannot decide someone is worth approaching without actually living in their world for a while. It might take months. That's ok. Find the genuine intersection. There has to be a real reason for your brand and this person to be in conversation. Not a stretch. If something in your gut says it won't work, trust that. One or two real relationships is worth more than twenty weak ties. Spar with them. Test your thinking. Debate and build on their ideas. Learn from their community. This is what separates a transactional relationship from a real one and it's what makes it possible for them to create something valuable for their readers. Treat them the way you'd treat anyone you're genuinely trying to build a relationship with. Make it worth their time in a way that respects who they are. Not a press release. Not an unsolicited send out. An experience, unique access, a conversation, a room they'd appreciate being in, something specific and considered that lets them encounter your brand on their own terms and form their own view. Play a long game. The goal is a relationship that goes in both directions. The brands that win are the ones that show up consistently, generously, and without an agenda attached to every interaction. Stop thinking about this as media relations. Use the same muscles you use when you're forming a genuine friendship: ask questions, get to know someone, build rapport, do nice things for them, be thoughtful. The brands that get this right aren't running a comms plan playbook. They're just being human.

Making your events more accessible for blind & visually impaired people really isn’t as hard as you think. Here are my top tips. 1. Provide precise venue information. Include things like clear drop off and pick up point information, what the key features of the building are, a rough description of where the toilets are, describe where the reception desk is, and let us know in advance if you’ll need a Personal Emergency Evacuation Plan completed. Bonus points for using a service like Euan's Guide or AccessAble to provide specialist access information. 2. Provide as much event information as possible. Share all key details in advance, ideally by email in an accessible format. Include timings, speaker names, attendee names, a brief agenda, and any known accessibility considerations. It helps us plan travel, support, and energy levels and it also helps us know who’s attending so when we’re surprised with a “Hey Robbie!” we can narrow it down to who it might be. 3. Food information is key. It sounds simple, but make sure menus are firstly available, then accessible - even for buffets. Relying on a fellow attendee to tell me something “looks chickeney” gives me the absolute fear. Include dietary details in an electronic format we can read with a screen reader, and avoid handwritten or printed-only menus. Tell us how food will be served so we can prepare (for example, buffet vs plated service). 4. Ask about adjustments - don’t assume you’ll know what someone needs. Just ask the question when people register. Keep it open and inclusive, such as “Do you have any access requirements you’d like us to be aware of?” 5. Provide complimentary +1 places as an adjustment - if someone needs a guide, PA, or support worker to attend with them, they shouldn’t be charged double. It’s an inclusion basic that makes a big difference. 6. Finally, provide training to your staff and event volunteers. Organisations like The Guide Dogs for the Blind Association and RNIB can help you here with things like sighted guide training. And most importantly - don’t wait until someone asks before you do this. It won’t help just blind people, it’ll help everyone. Think about this list - is there anything on here that genuine would help you as a sighted person? Build accessibility in from the start and everyone benefits. #DisabilityInclusion #Disability #DisabilityEmployment #Adjustments #DiversityAndInclusion #Content

Planning a holiday party isn’t just about picking out decorations or sending fancy invitations. It’s about ensuring every employee, including those with disabilities, can participate comfortably and enjoy the celebration. From making sure invitations are accessible to creating truly optional events, there are simple but impactful ways to make everyone feel included. When we don’t think through digital and physical accessibility, we unintentionally exclude people before the event even begins. Ever received an invitation that’s a fancy PDF? Imagine trying to navigate that with a screen reader. Or think about how flashing lights can turn a festive environment into a risk for people with epilepsy. Want to create a holiday party that celebrates everyone? Consider adding a quiet zone, keeping decorations sensory-friendly, and checking that your venue layout supports mobility needs. And remember, “optional” should actually mean optional, without career implications or social pressure. Let’s commit to making this holiday season inclusive. Check out the article for actionable steps to ensure your holiday gatherings are accessible for all. #Inclusion #Accessibility #HolidayParty #CorporateCulture #DiversityandInclusion https://lnkd.in/e2RQkD-Y

Neurodiversity 101: How to host neuroinclusive meetings/conferences Creating neuroinclusive environments in workplace meetings can significantly improve engagement and productivity, especially for those with neurodivergent traits. Here are some practical tips on how to make your meetings more accessible and comfortable for all participants. Alternative feedback methods Not everyone is comfortable with handwriting feedback due to difficulties such as dysgraphia. Offer alternatives like setting up a camera for verbal feedback or using digital tools like voice-to-text applications. This ensures that everyone has the opportunity to contribute in a way that suits them best. Could you use Post-IT for some....different ways on offer... Polling on phones? Warm up a cold room! Start meetings with some warm-up time to help attendees settle in if they are new to the event/place/meeting. Plan for regular breaks and be flexible with how time is spent to accommodate different needs. This flexibility can help maintain focus and reduce stress for those who might feel overwhelmed by long, uninterrupted sessions. Does every meeting need to be 60 minutes? Who needs to be 'in the room' and who could be attending just as well virtually? Who doesn't need to be there at all! Consider the environment Pay attention to the lighting, temperature, and surrounding noises in your meeting space. Adjustments in these areas can help prevent sensory overload and create a comfortable environment for all attendees. Accessibility of materials Provide transcripts of talks and make recordings available to attendees. For presentations that include a lot of information, avoid asking for immediate decisions. Instead, provide a written version of the details and allow time for consideration. This helps attendees process information at their own pace and contribute more effectively. Thoughtful seating arrangements Keep seats at the end of rows in conferences free so that attendees can easily get up and move without disruption. Also, consider arranging some seating around the edges of the room for those who are uncomfortable with movement behind them. Structured discussions In group discussions, keep the groups small and give everyone time to express their opinions without interruptions or unsolicited questions. This structure helps to ensure that all voices are heard and valued. Encouraging feedback post-event after a conference or training event Recognise that some individuals may feel uncomfortable voicing their ideas or questions during the event. Encourage feedback after the meeting via different channels, allowing for more thoughtful and inclusive participation. What else do you suggest?

How can I make my event more inclusive? Clients and other event professionals often ask me this question. As I reflect on the closing day of a spectacular 400 person conference that the Firewood Events team planned (more on that later!), I think about the ways that inclusion showed up in this event. 1. Stage access: Whether someone has a physical disability or has mobility challenges (e.g., hip replacement, sprained ankle, or broken leg), it's important to have an option to access the stage other than stairs. Adding a ramp can make a meaningful difference and make your speakers feel more comfortable. 2. Labeling food: Most event professionals are now well versed in providing a menu that accommodates vegans, vegetarians, and those with different food allergies (e.g., gluten, dairy). However, the food labels don't always match the level of thought that was put into the menu planning. Adding phrases like "VG" for vegan, "GF" for gluten-free, and "contains nuts" to the food labels can help make attendees feel thought about and potentially avoid a medical emergency. 3. Sensory room: Not all event attendees are extroverts or like to be in large crowds of people, especially after the increased percentage of people who work from home now. Have a room with dim lighting, no sound, no fragrance, and some kinesthetic activities (e.g. mini trampoline, stress balls) can be a great way for folks to take a minute to reset and rejuvenate before joining the large group. This is also important for attendees who are neurodiverse. Shout out to my colleague Zoe Moore who is an outstanding thought partner and consultant on inclusive events!

The golden rule of media relations: make it easy for a journalist to say yes. It sounds simple, but too often, the basics get missed. If you want coverage that cuts through, don’t put friction in the way of a journalist doing their job. ✅ Make sure your angle is topical, newsworthy and relevant to their audience, not just important to your business. ✅ Check spelling, facts, links, and names. Typos and broken links are an instant frustration. ✅ Keep it concise. Journalists don’t want three pages of filler; they want the hook fast. ✅ Always include contact details on every press release and pitch. ✅ Ensure spokespeople are ready. Anticipate likely questions, have insightful and memorable quotes, and make sure you’re available following dispatch, not next week or month. ✅ Provide good quality headshots, photography, and B-roll, don’t make the newsroom chase you for assets. ✅ Time your announcement to the news cycle, don’t drop it Friday at 5pm and expect magic. ✅ Don’t use embargoes unless there’s a very good reason. Good media relations is about removing obstacles. Journalists are time-poor, flooded in pitches, under constant pressure and tight deadlines.  If you respect that, you’ll not only get coverage, but you’ll also build trust and better long-term engagement. PR isn’t about spraying and praying and pushing harder. It’s about making it effortless for a journalist to say: “Yes, I’ll run this story.” #PR #media #journalism #Australia #marketing #brand #spokesperson #business #company #organisation

A customer marketer’s partnership with its internal PR team can be a match made in heaven—if you take the time to understand their world, how it intersects with yours and the mutual value collaboration can bring to your customers. ✅ Mutual Understanding: Understand the goals your PR team is trying to achieve. Communicate the challenges of securing customer participation for PR activities, along with the opportunities for and path to success. ✅ Do your Homework: Which of your existing customers (accounts and contacts) have already participated in media interviews? Start here. ✅ Map it Out: Map out where your company’s top tier reporters are based. Overlay that with a map of your customers. Connect customers and reporters for IRL visits that could turn into media coverage and at events they are both attending. ✅ Assess the Risks and Rewards: What professional goals do your customers have? Looking for the limelight? Seeking a promotion or moving to a new role? Consider the temperature of the interview subject and reporter alongside your customer’s experience talking with media. Don't burn out the same customers. ✅ Don’t Skip Approvals: Make sure you’re aligned with your customer’s PR team or agency and have the “green light” to proceed with the interview, ideally in writing. ✅ Plan Ahead: Map out media opportunities that are expected throughout the year, such as for product announcements, so you can line up potential customers in advance. ✅ And, Turn on a Dime: Deadlines are fast. Be ready to leap into action when a media opportunity hits. Sometimes you'll have the luxury of time, but often, you won't. ✅ Shared Responsibility: Prepare customers for media opportunities, including briefing documents, possible questions, history with the reporter and how to talk in sound bites. Customer marketers don’t need to attend the interviews. Let your PR pros take the lead and good care of your customers. ✅ Set Expectations: Brief your customers on the realities of working with reporters. They won’t be able to see the story in advance, or make edits, unless there are factual errors. There’s also a possibility that their interview won’t make it into the story at all. ✅ Keep Sales and Customer Success Informed: AEs and CSMs need to take the pulse on every customer interaction. Make sure your internal teams are onboard and informed. ✅ White Glove from Beginning to End: Customer engagement with media should be “white glove” from the initial invitation to be interviewed through to the promotion of the final article featuring your customer. Go the extra mile with a thank you note. Customer marketers will have a lot to learn about the PR world and vice versa but true collaboration can go a long way. When you help build your customer’s brand, your brand wins too. Next, I’ll outline how to effectively and authentically engage with your customers’ PR team or agency for mutual benefit.

Here's how perfectly positioned stories die: The journalist wants a supply chain expert, company only has the CEO media-trained. That CEO’s stuck in board meetings for two weeks, so the journalist moves on to a competitor. Unfortunately, I’ve seen this happen quite a bit.. Here's how to fix it: Step 1. If there’s pushback to using someone other than the CEO, pull recent articles from target publications and show the team how reporters quote varied sources, not just CEOs. Then explain you want to build thought leadership across the organization and reserve the CEO for the most critical opportunities. Step 2. Interview any department that touches the business (product teams, R&D, marketing, sales) to identify 3-5 people with distinct expertise worth media training. Step 3. Use three filters: relevance, credibility, availability, to decide who should represent the company in any given pitch. • RELEVANCE: Who has the most direct tie to the story angle? A CMO discussing go-to-market strategy beats a CEO giving vision statements. Match expertise to coverage. • CREDIBILITY: Who has credentials that matter? A PhD background carries weight for technical explainers. A former role at a major company signals trust. Look for credentials that journalists actually care about. • AVAILABILITY: Who can respond within hours, not days? Regional leads who are press-trained and responsive often outperform global executives who ghost. Fast response times win placements. When I work with companies I encourage a tiered strategy with a full bench of strategically positioned spokespeople: - Founder/CEOs for flagship opportunities - Executives for specialized angles - Subject experts for technical deep-dives ...And backups for when leads are unavailable. Don't hand competitors your coverage because your CEO was busy. How many trained spokespeople does your company have? Drop a number in the comments.

Years ago, an investor let it slip to a wire journalist that they had invested in our client. Problem was — we hadn’t yet announced the funding round. That leak nearly killed our press launch. That the startup leads the funding announcement (not the investor) is one of many unspoken rules in African tech media. Here are 7 more that will help you build productive media relationships, get better stories written about you (not paying), and avoid gaffes that sabotage building your media presence: 1. Don’t give an exclusive to TechCrunch and then share the release with the trades a few hours later. Do a multi-outlet embargo instead. Share the release with all the tech media - TechCrunch, TechCabal, Techpoint, Condia - at the same time. That way you don’t alienate your local journalists who are equally important media contacts. 2. Send a release in a Word doc, not PDF. I also put it in the email body. Journalists are time crunched. You want to show empathy and make their life easier. Send a version that lets them cut and paste the relevant parts into their story. 3. Don’t ask for the questions in advance. It’s not a paid opportunity. Journalists don’t want rehearsed talking points. If you ask nicely, the journalist might share the topics to be discussed before the interview. 4. Don’t ask to change the headline. It’s not a paid opportunity. 5. Don’t ask to make any changes to the published story unless there are factual inaccuracies. You might not like the story framing. But that’s the tradeoff you make for the credibility that only earned media gives. The only time you can request a correction is if they got something objectively wrong, like a fact. If you still have a beef, put it in the reader comments below. 6. Share a media kit with professional, landscape photos. They should include photos of the co-founders, the team, and some product shots. Photos with customers are even better. 7. Send in-house reports in advance. Media houses like industry reports (think Moniepoint’s informal economy) but they can't compete with breaking news. They tend to be published a few days later when it's a slow news day. Editors appreciate it when you send a heads-up saying ‘hey we’re publishing this on XX date. Here’s the report in advance so you have time to write your story.’ A formal embargo isn’t necessary. Was there anything I missed? ✨Over and out ✨