By Joe Marchelewski, 2020 PRSA-LA President, AIJ Communications
I did something completely new, which is a unique experience after 20 years in PR, I held my first virtual press conference. Maybe you’ve done this as well so it’s old hat for you, but for me it was a strange new experience.
I’ve held dozens of “pressers” in my career, but this one involved me sitting in my home office unable to pace nervously through a hotel ballroom, building lobby or along courtroom steps. Handling legal publicity gives me the opportunity to work with everyday people as well as my attorney clients, and I had to coach all of us on how video conferencing works.
It took some research and practice on my part and, as always with press conferences, prayer that people would log in and be a part of the show. I tell my clients that once the second camera shows up it’s officially a press conference and I can relax, and that at least was no different.
We had broadcast media attend, Spanish-language outlets and several large print publications. I actually saw an increase in usual attendance, in part I think because the digital nature of this event provided easier access without the obstacles of LA commutes and parking – trading out the traffic on the 405 for maybe a few toys your child left in the hallway, and the hope your Wifi isn’t overloaded from the entire neighborhood being on at once.
Moving forward, once we find a vaccine and can hold in-person events without fear of infection I think these digital aspects will continue to be a permanent aspect of every presser I do. Here’s what that means practically:
- Purchasing a good camera for video broadcast
- Having a recorded version of every press conference I hold moving forward
- Ensuring a strong internet connection at any location for future events
- Learning more about sound for my own recordings and for those watching via Zoom, Facebook Live, WebX, etc.
- Having someone on my team watching virtually from home or the office to make sure the quality is good
This is a strange universe, but it’s giving us all in the PR biz new tools to help get our clients’ announcements to the media.
