When a company has something to announce, the first instinct is often to call a press conference. It seems the most professional option and the one with the most visibility. But it isn’t always the best choice. A poorly attended press conference sends exactly the opposite message to the one intended, and some stories reach the media far better through a different format.
At Fairplay we’ve worked as a press office and organised events for more than 35 years, and one of the first decisions we make with every client is precisely this: which format gives their story the best chance of being published. Here are the three main options and when each makes sense.
1. The press conference: only for real news
A press conference makes sense when the story has broad interest and journalists need something they can’t get any other way: asking questions live, hearing from a top-level spokesperson or getting exclusive quotes and images.
It works, for example, for presenting a large company’s results, announcing a significant investment or an institutional agreement, or unveiling an initiative with social or regional impact. Even then, context matters: newsrooms are increasingly short-staffed and journalists choose very carefully which events to attend. Picking the right day and time, avoiding clashes with other major events and offering remote access make a big difference.
2. The media event: when there’s something to experience
Some stories are much easier to understand when they’re seen, tried or experienced. A new product, the opening of a facility, a culinary experience or a renovated space can’t be properly conveyed in a statement: they have to be shown.
For these, an event designed for journalists works better: a presentation in a carefully chosen venue, a guided tour, a demonstration, an informal breakfast with spokespeople or a press trip. The format is more personal than a press conference, allows longer conversations and builds relationships with journalists, which is what really counts in the long run. The key is making sure journalists leave with useful material: data, quality images, access to spokespeople and a story to tell.
3. Sending the press release: enough in most cases
Many stories, such as an appointment, a new service, a commercial agreement, industry data or a product update without much spectacle, are covered perfectly well by a good press release sent to the right media.
What matters here isn’t the format but the work behind it: a well-written release with the news in the first sentence; a precise selection of outlets and journalists who might be interested; good visuals; and personalised follow-up, calling or writing to key journalists to offer them their own angle or an interview. A release sent to hundreds of contacts without discrimination rarely gets results.
4. How to decide
A few questions help. Is the story of interest to general media or only to the trade press? Is there a spokesperson with enough weight to draw journalists to an event? Is there something that’s better understood in person? What else is happening that day? What budget and timeline do we have?
Often the best answer is a combination: a small event with key media, alongside a release sent to the rest, or a press release followed by one-to-one interviews with the journalists who showed the most interest.
5. What happens afterwards matters too
Whatever the format, the work doesn’t end with the invitation. Journalists asking for more information need answers, images and quotes have to be provided, coverage collected and results analysed. That follow-up is what makes it possible to measure impact and do better next time.
Communication and events, with the same team
At Fairplay we bring together what often runs separately: the press office and event organisation. We help you choose the format, write the release, invite the media, organise the press conference or event (from the venue to technical production) and gather the results. All with a single point of contact.
If you have a story to tell, let’s talk about the best way to get it out there.