A press conference is an opportunity to communicate with journalists, as well as the general public and a few special customers or prospects.
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A press conference is an event organised by a company, an institution, a public body or a public figure in order to convey important information to journalists and the media. This format allows for the sharing of strategic announcements, product launches, financial results and official statements, while benefiting from extensive media coverage. This type of communication is essential to guarantee a controlled dissemination of the message and maximise its impact on the public. It is a key tool in public relations, which makes it possible to capture the attention of the media and influence the perception of an event or subject among the public.
The objective of a press conference is to provide information in a structured way while allowing journalists to interact directly with the speakers. This exercise differs from a simple press release because it offers the possibility of engaging in a dynamic exchange, of answering questions from the media and of reinforcing the credibility of the message by guaranteeing transparency. An announcement made in this context enjoys increased visibility, especially when it is relayed by the written press, news channels, radio and digital platforms. A company that wants to formalise a partnership, an institution that needs to clarify a political decision or a brand that plans to reveal a technological innovation can take advantage of this opportunity to ensure that the information is relayed accurately and effectively.
A press conference is based on a meticulous organisation that guarantees a smooth running and an optimal management of the message. It usually starts with a formal presentation, where the spokesperson(s) explain the central topic through a structured speech. This moment is crucial to capture the attention of journalists and to convey the essential information to them in a clear and powerful way. The second phase consists of a question and answer session, where press representatives can ask the speakers questions directly. This interaction makes it possible to clarify certain points, to specify the key elements of the announcement and to anticipate public reaction. The conclusion aims to summarise the major points and to guide the dissemination of information by highlighting the desired lines of communication. To maximise the impact of the conference, a press kit is often given to journalists to provide them with additional information and visual aids to enrich their media coverage.
The success of a press conference depends on several determining factors that influence the way in which the information is relayed. The choice of venue is strategic: it must be accessible, offer a professional setting and guarantee optimal conditions for speeches and audiovisual recordings. The preparation of the speakers is a fundamental element, because well-rehearsed communication makes it possible to avoid awkwardness and to control the projected image. The speech must be concise, impactful and tailored to the audience, avoiding overly technical terms or ambiguous wording. Timing is also crucial, as an announcement made at the right time can benefit from wider media coverage and increased resonance with the public. Effective interaction with journalists relies on anticipating sensitive questions and mastering the answers in order to maintain fluid and controlled communication.
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