The media attendance at the last press conference didn’t meet expectations. Now leadership is taking issue with the weak turnout. What went wrong? Why didn’t reporters attend the press event?
There are several reasons reporters may not show up to press events. Often, they claim “breaking news” got in the way – and that may be true sometimes – but many times it’s not the case. Here are some of the real reasons reporters have given for press event no-shows:
1. There wasn’t any real news to offer.
Background and perspective are great and food and drink are nice, but unless there is real news, reporters have other things to cover.
2. The news wasn’t made pertinent to the reporter … or to their viewers/readers/listeners.
Did the organizer even know the reporter’s beat? Had they read the reporter’s publication or watched/listened to their show?
3. There wasn’t enough advance notice.
Many reporters plan their weeks well in advance and can’t change schedules on a few days’ notice.
4. The event conflicted with other, more important competing events.
Reporters may love the idea of attending a one-hour event in Detroit, but if that day is already booked with seven press conferences at the Los Angeles Auto Show, they will not be able to attend.
5. The location was inconvenient or unfeasible.
A reporter based in California may find it difficult to justify a flight to Toledo (especially in January) for a one-hour press conference and lunch.
6. The organizer had no previous relationship with the reporter.
If the reporter had never heard the CEO speak or never heard of the company before, why would they prioritize attending now?
7. The event offered nothing beyond what could be found in a news release or a phone interview.
Reporters look for value that can’t be easily replicated through simpler means.
8. Initial interest was not maintained.
A reporter may have been somewhat interested two weeks ago, but without follow-up details on why attendance would be worthwhile, interest faded.
9. Short-staffing and budget cuts limited capacity.
Some reporters simply do not have the time to spend a half-day getting to and from an event.
10. The event was tied to a trade show or conference where the reporter’s schedule was already full.
Despite being in the vicinity, scheduling conflicts can prevent attendance.
11. The event was scheduled too early in the morning or too late in the day.
Reporters also have families and personal lives. Many have already missed multiple dinners with their kids that week.
12. Past experiences with the organizer were negative.
A lack of follow-up, missing images or b-roll or unhelpful responses can deter reporters from committing time.
13. The event failed to tie the news into the bigger picture.
Without connection to trends, industry issues or local economic impact, even a revolutionary new widget may not be newsworthy on its own.
14. Prior interview requests had been ignored.
Turning down interviews, failing to return phone calls or being less than honest damages credibility.
With a press event, it’s not as simple as “if it’s planned, they will come.” Sometimes a press event is the right answer and sometimes it’s not. (Editors have even thanked organizers – and provided better editorial coverage – for not holding a press conference at a major trade show.)
But if a press event is determined to be the best course of action, media attendance can be maximized by focusing on the needs and concerns of reporters in the planning process – and building those considerations into the event plan.
After all, in the world of press events, reporters and editors are the real customers.
