A Comprehensive Guide to PR Events (Part 1): Creating a Space to Communicate New Values

Welcome to “SSU’s PR Methods,” a series where we analyze PR techniques and branding expertise tailored to the modern era. In this installment, we will explain the different types of PR events (press conferences), as well as the methods and tips for hosting them.

Click here for previous installments of PR Methods.

■ The Purpose of PR Events

You have likely seen scenes on television where a celebrity appears at a product launch event for a new brand.

These are what we call PR events (press conferences).

The primary objective of a PR event is to gather media representatives at a venue to announce “new information,” thereby securing media exposure (i.e., being featured across various media outlets).

At a PR event, you can increase the likelihood of being featured in articles by providing media representatives with more information than what is in the press release and by creating “visuals” (filming points) such as scenes where speakers talk directly to the audience.

Recently, it has become common to hold press conferences in an online format (*) that does not require physical attendance.
* A format that utilizes online meeting or video streaming systems, allowing participation from remote locations via PC or other devices.

In this article, we will introduce the types and characteristics of common PR events.

■ Types of PR Events

＜Business-oriented PR Events＞

Business-oriented PR events are venues where companies and organizations unveil new business ventures, products, or services to media representatives.

● Timing
Held prior to the launch of a new product or service.

● Participants
Media: TV (news teams for information programs), Newspapers (business, culture, and lifestyle desks), General news websites, etc.
Speakers: Corporate executives (CEOs, etc.), product developers, marketing representatives, industry experts, etc.

● Key Points
The quantity and quality of exposure are improved by combining multiple filming points and interview methods, such as photo sessions, Q&A sessions, group interviews (where reporters surround the subject at a set time and place), “stand-up” interviews (similar to group interviews but more informal and individual), individual interviews (setting aside specific times for each media outlet), and online interviews.

● Example Program Flow
MC greeting and overview → Speaker presentation → Q&A → Photo session → Group, stand-up, or individual interviews.

＜Entertainment-oriented PR Events＞
On the other hand, the primary goal of entertainment-oriented PR events is to secure exposure in entertainment media by featuring celebrities and public figures.

Exposure is gained through the talk content and dynamic performances of celebrities. While improving the understanding of products and services is important, these events often prioritize generating buzz and expanding awareness because they provide more “glamorous visuals” compared to business-oriented PR events.

● Timing
Held prior to the launch of a new product or service.
* Often held just before the TV commercials for the product or service begin airing.

● Participants
Media: TV entertainment news teams, sports newspapers, weekly women’s magazines, TV guides, web media (entertainment-focused), etc.
Speakers: Celebrities, corporate executives of the company providing the product or service, etc.

● Key Points
・Photo sessions are essential.
・The level of interest from media representatives changes depending on whether a group interview is held (as it allows for more in-depth reporting).
・The final content of the exposure often depends heavily on the statements and actions of the celebrity. It is crucial to integrate the core message you wish to convey into the event content through visual staging and other means.

● Example Program Flow
MC greeting and overview → (New commercial screening) → Performer entrance → Talk session → Dynamic performance → Closing comments → Photo session → Group interview → Individual interviews.

Behind the PR events you often see, there are “invisible calculations and efforts” from a PR perspective on how to maximize the message that the company or organization wants to convey.

When you see a PR event featured on a news program or variety show, paying attention to the visual staging and direction might allow you to perceive the news from a different perspective than before!

In the second part, we will introduce PR events such as press tours and private viewings. Please look forward to it!