Virtual Press Conference: A Way to Stay Connected with Journalists During the Pandemic

During the pandemic, work shifted entirely online using various advanced platforms capable of accommodating professional needs. This includes various media relations activities carried out by public relations (PR) agencies in collaboration with brands or companies.

Press conferences have now transformed into virtual press conferences. Whereas they were previously held in person at a venue, press conferences have now shifted to an online space featuring video and audio—all of which are virtual. This is an adaptation to the current situation, which demands change.

Press conferences serve as an effective PR tool for brands to communicate with their audience—whether to launch new products, promote campaigns, or simply strengthen relationships with journalists. Even amid the pandemic, companies and brands have continued to hold press conferences online.

Based on the results of a survey conducted by Media Buffet PR involving 53 journalists from various media outlets as respondents, 90.6% of journalists stated they remain interested in attending media events, including online media gatherings.

Things to Consider When Hosting a Virtual Press Conference

Shifting activities from offline to online certainly presents additional challenges for PR practitioners. When organizing a virtual press conference, there are many elements that must be prepared, particularly from a technical standpoint.

The choice of video conferencing platform must also be carefully considered, taking into account ease of access, comprehensive features, and a simple user interface. A Media Buffet survey shows that journalists (79.2%) tend to prefer Zoom over Google Meet, YouTube, and CloudX. The majority of respondents stated that Zoom is more appealing because it’s easy to use with just one click, feels more familiar, and offers a full range of features.

“Zoom is easy to use and widely adopted. Many people are already comfortable with this app”—Aisyah, a journalist on the Economics and Business desk at Detik.com.

“Personally, I prefer using Zoom because it’s simple—its features are user-friendly, and it’s versatile enough for various online events, like online press conferences or office meetings.” —Indiana, a journalist on the Economy & Business desk at IDN Times.

There are several recurring challenges that journalists still face. According to our survey, 60.4% of journalists reported that their internet connection is sometimes unstable and that the sound from sources is unclear. Difficulty obtaining publishable photos is also a challenge for 62.5% of journalist respondents.

To address these challenges, organizers must ensure a stable internet connection, properly functioning microphones, a uniform video background for the team, adequate lighting, and minimal ambient noise that could be picked up by the microphones.

Choosing the Right Time to Hold a Virtual Press Conference

A virtual press conference can certainly be successful by paying attention to several crucial factors, such as choosing prime time or a time that works for journalists. Avoiding times that are too late in the afternoon can be a wise choice. The majority of our respondents (31.3%) chose 9:00 a.m. to 12:00 p.m. as the best time to hold a virtual press conference.

“For me, those hours are actually pretty calm—it’s actually more hectic in the late afternoon, from 4:00 p.m. onward, when there are usually new events, like breaking news. Meanwhile, 12:00 p.m. to 2:00 p.m. is still a safe time—we can cover events from morning through noon.” —Safira, Food & Drink, Kumparan

“By that time, people are already feeling refreshed. In the early morning, I tend to be sleepy—especially if I wake up late.” —Aisyah, Economy & Business, Detik.com

Choosing the right time is certainly important so that journalists can attend virtual press conferences as scheduled. This is definitely good news for PR professionals, as the resulting coverage will be widely published in the media.

So, even though we don’t meet in person at an offline press conference, a virtual press conference is a great idea to try, isn’t it?

Research by Runi, PR Consultant at Media Buffet PR Agency

Written by Hani, PR Intern at Media Buffet PR Agency