Getting more out of your press conference

The challenge with press conferences is not just whether you get your message across or whether you pick up some favorable coverage. It's also failing to re-purpose the content from the press conference in other ways that can keep your message alive.

The first thing to consider is to have your own video camera at the event to record all of the presentations and demonstrations. Even if every television new crew in town shows up for your press conference, you'll want to have your own video. Why?

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"There's always the additional benefit of using the video for media training."

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That video, properly recorded with good audio quality, can be archived on your website, uploaded to YouTube, shared with supporters and stakeholders and edited into smaller elements for future online content. Short segments or sound bites can be used for blog posts, email blasts and internal communications.

In other words, the message can live on long after the press conference is over.

Portions of the video can also be replayed at a board of directors meeting or used as part of a future marketing video. And, there's always the additional benefit of using the video for media training to prepare your spokespersons for the next media event.

So, holding a press conference in order to gain media coverage is a fine idea. But, don't stop there. Make sure you're doing all you can to keep the event alive and useful by capturing your own video of the event.

Mack Communications | Twitter: @mack_comm