Media Relations Are Important, But Don’t Forget These 4 Factors

Imagine you’re a Media Relations professional at an Indonesian PR agency who’s in charge of organizing a press conference for your client. Drawing on your close relationships and connections with journalists from various media outlets, you don’t hesitate to invite several of them who are definitely a good fit for their respective news beats. You begin sending out special invitations to media contacts via email and text messages—messages you prepared well in advance—and you’re absolutely confident they’ll attend your press conference because you’ve built strong relationships and maintained consistent media relations.

The day of the press conference finally arrives. The venue, which had previously only been occupied by a few organizers and the client, gradually begins to fill with speakers and a handful of media representatives. You also start receiving text messages from several journalists who are unable to attend. You’re confused, anxious, and a little panicked because the media turnout doesn’t meet the client’s expectations. What went wrong?

Have you ever heard of—or even experienced—a situation like this? Media relations is indeed one of the fundamental activities in public relations. However, that doesn’t mean everything related to PR activities falls entirely under the purview of media relations—especially when it comes to media attendance at a press conference. There are external factors at play. Here are 4 external factors that Media Buffet has summarized:

Engaging Invitation Content

Inviting the media isn’t just the responsibility of a Media Relations specialist. According to Media Buffet PR CEO Mas Bima Marzuki, a Public Relations Consultant must also play a role in crafting the invitation to be distributed—from the key message and agenda to the topics to be covered at the press conference.

Relevant Speakers or Guest Speakers

A press conference feels incomplete without the presence of speakers or sources, whether they represent the brand or are Key Opinion Leaders (KOLs). Ensure that the speakers or sources attending are relevant to the topic and key messages being discussed. The media prefers speakers holding the position of CEO or an executive at the director level, as this demonstrates the company’s credibility and commitment to hosting the press conference. This is a crucial factor in attracting media outlets seeking credible information from key sources or the main spokesperson.

Easily Accessible Location + Parking

The venue for the press conference must be strategically located. In Jakarta, for example, the areas around Sudirman, Thamrin, Gatot Subroto, or Menteng remain the most suitable locations because they are easily accessible to journalists from all over the city. Although press conferences are often held off-site—such as at restaurants, cafes, hotels, and other venues—it’s still possible to host them on-site, provided other factors are taken into account, such as room capacity, sound systems, lunch, coffee breaks, and parking availability.

Yes, parking is also a factor that media consider when attending an event—especially motorcycle parking. Remember, journalism is a highly mobile profession. So, as public relations professionals, we should make things as easy as possible for them!

Timing Is Key

The invitation content is engaging, the speakers are great, and the location is easily accessible—but why isn’t media turnout meeting expectations? Try evaluating the situation first; perhaps the issue is that you’re scheduling the event at the wrong time. Press conferences are rarely held on weekends, except for events that generate significant interest—such as sports or entertainment events featuring public figures who capture the public’s attention and possess strong charisma in the eyes of the media.

The bottom line is that a Media Relations professional doesn’t simply invite the media and convey information solely based on PR needs. Rather, PR and Media Relations must collaborate and complement each other so that the message being conveyed aligns with newsworthiness—it’s not the sole responsibility of Media Relations.

So, now there’s no need to feel confused or hesitant about inviting the media to corporate events, such as press conferences or other gatherings. Just make sure all the necessary preparations are in place. With thorough planning, it’s entirely possible that the press conference will yield positive results and run successfully.