Contents
- What is a press lunch?
- The significance of press lunches in PR
- Stages of a press lunch
- Interesting fact about press lunches
- Conclusion
What is a press lunch?
A press lunch is a special event organized for informal communication between company representatives and journalists. It is one of the most important tools in the field of PR, aimed at gaining positive mentions of the company in the media. Invited journalists, a moderator, and key figures of the company participate in the press lunch. Despite the name, the "lunch" part is conditional; such events can take place at any time of the day — during breakfast, lunch, or dinner.
The venue can also vary from cozy cafes to formal business event halls. Typically, a press lunch lasts from one to one and a half hours. Unlike a press conference, where sensational events are usually expected, a press lunch can be organized without a prominent news reason, but always with a specific theme, such as introducing a new CEO or discussing the results of a relevant study.
The significance of press lunches in PR
Companies organize press lunches to highlight a specific news reason and gain media coverage. These events also provide an opportunity to build relationships with journalists, which can significantly simplify the process of distributing press releases and other company materials in the future. A press lunch is not only an informational event but also an image event that demonstrates the company's high status.
For some journalists, a press lunch can be a pleasant opportunity for relaxation, which does not always guarantee publication of materials about the company. Therefore, it is important to carefully select journalists who are genuinely interested in the event and write on similar topics in relevant publications. This will help ensure a higher level of coverage and positive mentions in the press.
Stages of a press lunch
A press lunch goes through several key stages:
- Meeting and seating guests. Journalists are offered drinks and snacks. At this stage, it is possible to distribute informational brochures with important information about the company and the event.
- Presentation. The speaker introduces themselves and shares prepared information on the announced topic.
- Q&A session. After the presentation, media representatives can ask questions about the discussed topics.
- Mini-interviews. Journalists can ask questions of interest, providing an opportunity for exclusive interviews.
- Conclusion. The moderator wraps up the event, thanking all participants for attending.
Interesting fact about press lunches
The more impressive the press lunch, the more mentions the company will receive in the media. For example, in 2019, an online fashion publication BURO held an event aimed at creating an atmosphere of high fashion and art. It took place at the Crave theater, with a menu developed by the chef of a Moscow restaurant, and drinks provided by SimpleWine and Starbucks. Additionally, technologies such as QR code voting were used to create interactivity. This press breakfast continues to be mentioned in various sources even years later.
It is important to note that experiences from press lunches hold more significance for the B2C segment. In the B2B sector, an unusual format does not always guarantee publication.
Conclusion
Press lunches are an important tool for companies seeking to establish connections with journalists and enhance their visibility in the media. Organizing such events requires careful preparation and audience selection to ensure maximum attention and positive mentions of the company in the press. Ultimately, a successful press lunch can significantly enhance the company's image and its market position.