Tips for planning a press conference with limited time: An example
Tap Insure’s partnership announcement with MOFI shows how you can execute a press conference in under a week, still generating impressive media coverage.
Imagine you’ve just learned that your company has an exciting announcement to make, but there’s a catch: you have only a week—or even less—to pull everything together. The clock is ticking, but with the right strategy, it’s entirely possible to secure impactful media coverage.
Take the recent example of Tap Insure’s press conference, where they unveiled their partnership with MOFI. With just seven days to prepare, they successfully attracted media attention and generated over 20 coverage mentions, including key Indonesian outlets like Kompas and Fortune IDN.
The result? An estimated 394 million potential impressions. Despite the tight timeline, Tap Insure was able to pull off an impressive media campaign that not only made headlines but also laid the foundation for long-term media relationships.
The press conference, held between November 14 and 23, 2024, aimed to highlight the collaboration between Tap Insure and MOFI, focusing on innovations in the insurance space—particularly faster claim processes and more accessible coverage options for consumers. The goal was clear: make insurance simpler and more inclusive.
In the span of just a few days, Tap Insure achieved 18 media coverages from their target list and 4 additional mentions from other outlets, proving that with the right approach, a press conference can be highly successful even on a short timeline.
1. Craft a message that speaks to the media’s needs
Picture this: You’re a journalist receiving an invite to cover an event. With countless other press conferences to choose from, how do you decide which one is worth your time?
For Tap Insure, the key to capturing media attention was crafting a message that immediately spoke to the needs of both consumers and the media. Their partnership with MOFI wasn’t just another corporate announcement—it was a response to a pressing issue: making insurance faster and more accessible. This made the press conference not just news, but news that journalists could easily connect with their audience.
When you’re preparing your message, think about how your announcement addresses a real need or problem. Is it timely? Does it provide value to your target audience? A well-crafted message will resonate with journalists, who are constantly seeking relevant stories, even on tight deadlines.
2. Target the right journalists—and make sure your message gets to them fast
When working under tight deadlines, you don’t have time to build a media list from scratch. The key is to get your message to the right journalists quickly—and make sure it resonates with them. Tap Insure worked with Content Collision (C2), a PR agency with established media relationships, to ensure their press conference invitation reached the right people without delay. By leveraging C2’s connections, Tap Insure was able to distribute their message directly to journalists who were most likely to cover the story.
Alongside reaching the right journalists, the invitation itself plays a crucial role. Tap Insure didn’t send a full press release ahead of the event; instead, they focused on crafting a concise, compelling media invitation. This invitation included a clear summary of the press conference, highlighting key details about the partnership, why it was relevant, and what journalists could expect.
It also emphasized what would make the event newsworthy—offering journalists the essential information they needed to decide quickly whether to attend. This strategy created immediate interest and gave the media just enough to spark curiosity, ensuring they would want to cover the story.
3. Keep the news exclusive for journalists first
A key decision in the press conference process is whether to release news before the event or to keep it exclusive for journalists until after the conference. Tap Insure chose to hold off on public announcements until the media had had their say, ensuring the story remained fresh and exclusive for reporters. This approach helped maintain the news value and allowed journalists to break the story.
By keeping the news exclusive to journalists for a short time, you allow them to feel like they have the inside track. While this strategy isn’t right for every situation, it can add to the impact and credibility of your announcement.
4. Enable doorstop interviews to keep the story going
After the press conference, Tap Insure didn’t just rely on the main speakers to handle all media inquiries. Instead, they designated other enthusiastic team members to conduct doorstop interviews. These informal, one-on-one interviews allowed journalists to ask follow-up questions and explore additional angles of the story. It gave reporters the chance to dive deeper into the partnership and its implications—ultimately leading to more comprehensive media coverage.
Having someone ready to engage with the press after the conference can spark new angles and stories. The person you designate for these interviews should be approachable, knowledgeable, and able to offer more insight into your announcement. By encouraging follow-up conversations, you’re increasing the chances of getting more coverage—and more compelling stories.
5. Follow up and share your media coverage
Once your press conference is over, it’s time to track your success. Tap Insure carefully monitored the coverage that came in, celebrating the over 20 mentions they received, from top-tier publications like Kompas to industry-specific outlets. Sharing this coverage with your internal team, stakeholders, and social media channels helps build credibility and further strengthens your brand’s position.
Your post-event follow-up isn’t just about monitoring coverage—it’s also a chance to engage with the media. Thank journalists for their time and coverage, and be sure to share any additional insights or updates. A positive post-event relationship can make it easier to secure future media opportunities.
Maximizing media coverage with a tight deadline isn’t easy, but it is possible. By crafting a compelling, timely message, targeting the right journalists, sending clear invitations, keeping the news exclusive, and enabling post-event interviews, you can ensure your press conference stands out—no matter how little time you have to prepare.
If Tap Insure’s successful partnership announcement with MOFI shows anything, it’s that with the right approach, even the tightest timelines can lead to impressive media results.