A Thorough Explanation of “PR Events” (Part 2)! ~Moving Beyond Form to Move People and Society~

The “SSU PR Method” series explores PR techniques and branding know-how suited to the current era. Continuing from Part 1, we will explain the types of PR events (press conferences) and tips for organizing them!

Part 1 is available here.

PR events are not limited to grand announcements of new products or services, as introduced in Part 1. We plan the optimal PR event by comprehensively considering the elements surrounding the new product or service, the message to be conveyed, and the implementation objectives. By doing so, the true power of PR—”forming favorable relationships with society”—is fully demonstrated.

PR events come in various types. Here are examples of implementation formats, each with distinct characteristics.

■Press Tours
Primarily conducted to promote “remote interview locations” such as areas outside the metropolitan region or overseas. Media representatives are invited to the site and tour in a guided format. This method is commonly used by local governments and for promoting hotels and facilities outside the metropolitan area.

It allows media representatives to experience the unique appeal and interview points of the location that cannot be fully conveyed through materials or words alone. By directly communicating the thoughts and dedication of client companies and organizations, it creates opportunities to experience “real emotion and joy,” leading to high-quality output.

Key Points
・Prepare things, experiences, and places that can only be accessed by participating in the tour
・It is necessary to inform media representatives in advance about “interview points and photo opportunities”

■Factory Tours
A type of press tour. By allowing media representatives to directly observe the production process, it deepens their understanding of the products and brand.

For food manufacturers that produce products using proprietary technology, providing interview points such as “factories not normally open for coverage” creates added value.

Key Points
・Prior confirmation is necessary as factories have areas where coverage is permitted and restricted areas
・Prior confirmation is necessary as some factories have restrictions on attire and appearance

■Seminars and Online Seminars

PR events conducted in lecture or study session format, incorporating the knowledge held by client companies and organizations.

Experts knowledgeable about the industry to which the new product or service belongs may be invited as speakers, allowing objective and credible information to be communicated to media representatives.

While the seminar itself rarely becomes an article, it increases the possibility of in-depth articles being written based on the content.

Key Points
・As lecture content can become highly specialized, it is necessary to maintain balance while making the content somewhat generalized
・Currently, online formats such as online seminars and webinars are frequently used

■Opening Ceremonies
PR events held at the unveiling of store or facility openings to clearly communicate the commencement of operations to the public. They often incorporate elements such as ribbon-cutting by stakeholders to create a “spectacular, launch-like” atmosphere.

Key Points
・For commercial facilities, public figures such as mayors or ward heads may be invited as speakers to express the “community-wide” scale

■Preview Events
PR events where media representatives are given advance access to tour facilities before they open to the general public, maximizing buzz before the store or facility opening. Typically, the event begins with an overview of the store or facility and explanations of key spots, followed by free viewing time.

Key Points
・Store layouts and displays should be equivalent to those at opening
・For food-related stores, it is advisable to prepare both tasting and photography versions of menu items

■Tasting Events
Food-related media is one of the genres with many specialized personnel, including trade publications and food writers. Tasting events provide advance experience and coverage opportunities by actually serving menu items from the restaurant or store being promoted.

Typically, representatives or food directors explain the menu and its unique features before the tasting. Additionally, as the food category has strong compatibility with Instagram, inviting influencers has become increasingly common.

Key Points
・Tasting portions are often served in smaller sizes, with full sets prepared for photography
・Tasting events that also invite influencers are on the rise

■Press Receptions
PR events aimed not at gaining media coverage but at strengthening “relations (connections)” between client companies/organizations and media representatives. Food is typically provided, creating opportunities for top executives and staff from client companies/organizations to directly convey their thoughts to media representatives.

Due to the current COVID-19 pandemic, large-scale receptions involving meals are rarely seen. However, “online receptions” for online interaction are gradually increasing.

How was that? While we use the term “PR events,” their purposes and types are diverse. Just as the COVID-19 pandemic rapidly accelerated the adoption of remote work, new methods such as online formats are emerging for PR events as well.

Client companies and organizations, media representatives, and PR agencies like ourselves—when written out, these may appear to be massive organizations in motion, but when “broken down,” what drives each is “individual people.”

How much can we empathize with the convictions held by the person in front of us? How passionately can we communicate? Methods may change, but perhaps the essence of PR lies there!