At Durée & Company, press conferences are treated as a strategic tool, not a default tactic. While they can deliver meaningful visibility, they are not appropriate for every announcement. In fact, calling a press conference without a strong story, clear purpose or a timely angle can damage relationships with the media and dilute a brand’s credibility.
For brands, businesses and organizations considering this approach, the following dos and don’ts offer guidance on how and when to proceed.
- Do ensure the announcement is truly newsworthy
Press conferences are most effective when reserved for high-impact announcements. They are typically (though not always) best suited for high-profile organizations or companies, whether recognized at the national or local level. The organization’s visibility often adds weight to the announcement and increases media interest. Examples include major acquisitions, leadership changes, public safety concerns, government partnerships, large-scale developments, or high-profile events with community relevance. If the announcement can be handled through a press release or targeted media outreach, a press conference may not be necessary. If one is warranted, it must be tied to a timely hook. For example, if a law firm is filing a lawsuit or addressing a major verdict, the press conference should take place that same day to maintain its news value.
In such cases, the newsworthiness of the announcement may carry more weight than the law firm’s name recognition. It’s also essential to consider the visual and emotional impact. Will a high-profile speaker be present? Will affected individuals or compelling visuals be available to support the story? These elements increase the chances of strong media interest and meaningful coverage.
- Don’t organize a press conference for attention alone
Media professionals expect timely, relevant information. Hosting a press conference without a compelling reason can result in low attendance, limited coverage and long-term disengagement. Once the media determines that a brand is not offering value, it becomes increasingly difficult to reengage for future opportunities.
- Do prepare spokespeople in advance
A strong media moment requires preparation. Spokespeople should be aligned on key messages, trained in media etiquette and briefed on anticipated questions. Whether addressing a crisis or announcing a major milestone, the brand must speak with clarity, confidence and purpose.
- Don’t assume the media will attend without proper outreach
A press conference is only as effective as the planning behind it. Outreach should begin early and include personalized media advisories, confirmations, and follow-up. Relying on last-minute notifications or mass emails will rarely result in quality attendance or coverage. If a press conference is warranted, it is important to be strategic when picking a day. Press conferences shouldn’t be planned near a federal holiday or near major national news events like elections.
- Do prioritize visual storytelling and logistics
Location, signage, run of show, and supporting visuals all matter. The space should be easy to access, camera-friendly, and set up to reinforce the message. Branded backdrops, renderings, relevant props such as microphones, and organized flow help create a polished presentation and compelling content for media use.
- Don’t default to a press conference if another format is more effective
Given today’s media landscape, many news outlets are short-staffed and can’t always send a reporter to cover a single-day event. In many cases, an exclusive interview, embargoed media pitch, roundtable, or digital announcement is more strategic than a formal press conference. The format should support the communications goal and align with the expectations of the intended audience.
- Do ensure the press conference supports broader communications objectives
Press conferences should never exist in isolation. They must be part of an integrated communications plan that includes follow-up media outreach, social media amplification, stakeholder engagement, and internal alignment. Without that context, even a well-attended press conference may fail to deliver lasting value.
A press conference can be a valuable moment for visibility and messaging. However, without proper strategy, relevance, and execution, it can miss the mark. Brands considering a press conference should evaluate whether the news warrants the format and if the story is strong enough to stand out in today’s media landscape. Durée & Company specializes in developing communications strategies that are both thoughtful and effective. For brands seeking clarity on when a press conference is the right move, the team is always ready to provide guidance and support. Contact us today!
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
