Guerrilla PR 2.0

by Michael Levine

  The world will miss Luke Dommer, one of the best Guerrilla P.R. masters I have ever encountered.

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  9

  Reserve Ammo:

  Press Conferences, Parties, and More

  If people around you will not hear you, fall down before them and beg their forgiveness, for in truth you are to blame.

  —Fyodor Dostoyevsky

  The Press Conference

  It’s a publicist’s dream come true: assembled under one roof, the cream of the national media—TV, print, radio, wire services—gathered together to hear a special announcement from you. That night, every station in town runs a piece, and the next morning, every newspaper carries a story and photo taken at the conference. It’s the ultimate high.

  In reality, few press conferences (or news conferences, as they’re sometimes called) are ever as well attended as hoped. But we keep staging them because they remain one of the most efficient ways to disseminate information to media. When they go well, you experience a powerful feeling of accomplishment.

  Although press conferences are a staple of the professional publicist, Guerrillas should not devote an inordinate amount of energy to them. For one thing, they are often boring and are way too respectable. Guerrillas stir things up, and unless you plan an audacious event, a press conference may be too tame a tactic.

  For another thing, media people resent turning out for any event that imparts information that could just as easily have been mailed in press release form. But, despite the risks, the press conference can be an important weapon in your arsenal. So here’s what you need to know:

  The central function of a p.c. is to announce and exhibit something specific: Lindsay Lohan is named spokeswoman for Al-Anon; Maroon Five launches national tour; General Motors phases out gasoline-powered cars in favor of non-polluting electric engines (I can dream, can’t I?). P.c.’s are often cut-and-dried, and though the media ask questions, the inquiries are usually limited to the subject at hand.

  You don’t do a press conference to announce how happy you are to be in business, or tell the world your product is simply maaahvelous, or that you’re in favor of more money for AIDS research. A p.c. has to scream a headline; otherwise, skip it. If you have something clear-cut and enticing to present to the media en masse, terrific!

  In other words, a news conference has to have some news to impart, or it will be badly attended, sully your fledgling reputation, and defeat its intended purpose. Be careful with conferences, and schedule them only when you have something of serious importance to announce—not something that could be summed up in two paragraphs on a press release.

  Consider a press conference, but brace yourself. Most likely, media people won’t give a darn. Making them care enough to attend is your main task.

  Start by sending out a special press release/invitation. Tease them by holding one or two details back while alluding to a surprise. Be dramatic. A touch of theater doesn’t hurt, since a p.c. is by definition theatrical. You have a stage, performers, and an active audience. So make your invitations inviting. Here’s a sample:

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  PRESS CONFERENCE

  PRESS CONFERENCE

  PRESS CONFERENCE

  April 17, 2008

  Lancel Corporation to Announce New Pollution-Free Automobile Engine

  The goal of creating affordable non-polluting transportation will take a giant leap forward when Lancel Corporation unveils its new Paracel A-1 automobile engine at a press conference to be held May 5 at the Lancel Manufacturing Plant in Norwood. With manufacturing orders from the big automakers already in hand, Lancel predicts the solar-powered Paracel A-1 will revolutionize the automobile industry.

  Speaking at the press conference will be Lancel president Mitchell Barlow and chief designer Evita Cheslow, who will demonstrate the engine’s capabilities and answer questions.

  WHAT: Press conference announcing Paracel A-I solar automobile engine.

  WHEN: May 5, 2008, at 9:00 AM.

  WHERE: Lancel Corporation, 4567 Geary Ave., Norwood.

  PHOTO OPPORTUNITY: Design staff, executive staff, prototypes of engine will be available.

  CONTACT: John Jones

  213–555–1111

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  Mail your invitations no later than two weeks beforehand. It’s one thing to send a press release and follow up with a call. That’s no skin off anyone’s back. But to ask a news organization to dispatch a reporter or crew to a p.c. is asking a great deal more, so you have to give them time. Make follow-up calls a few days after you send the invitation and see if you get any nibbles.

  In these conversations, build on the excitement. Will there be any special guests? Will there be any kind of unexpected stunt? Will you bring on dancing girls or barking seals? Whatever it may be, make an effort to tease the media, to spark their curiosity. Then, call again two days before the event and one more time early on the day of the event for final confirmations of attendance.

  Timing is important. Did you notice I scheduled the conference for early in the morning? That’s important, so journalists can attend and still meet any of their regular deadlines. Location and setting are also important. It should be held somewhere that’s easy to reach for the media in your area. Indoors at a hotel conference room. Your company parking lot. Your front lawn. If you’re demonstrating some kind of cause, say an anti-drug message, how about holding the p.c. in front of a school with a known drug problem? If it’s for an upcoming homelessness charity, go to skid row to dramatize the problem.

  Think in terms of visuals that may heighten the dramatic effect. Make sure you also provide food and adult drinks. It may sound petty, but the media expect to be fed, so pop for refreshments. Other amenities to consider are easy and free parking, availability of telephones, restrooms, and seating. See that there are electrical outlets for TV lights if your p.c. is held indoors, and place the cameras in the back of the room. And make sure, for photographic purposes, that the background behind the lectern or dais is plain and simple. A curtain or an unadorned wall will do fine.

  Once assembled, hand the media any additional materials necessary to put together a full and accurate story, such as an updated press release, press kit, etc. Begin on time, and don’t drag it out. You may feel nervous performing before so many people, but if you’re prepared you have nothing to worry about (sound familiar?).

  Your opening remarks should be concise and to the point, recapping the information in your press release. Visual aids are a plus. PowerPoint is never a bad idea.

  These add color and reinforce your message. If other people are due to speak, move them right along. Everyone should make his or her presentation, and then open up the floor to questions.

  As in so many aspects of this business, the best-laid plans often get turned on their head. If you can stay loose with it, though, you may come out all right. I recall one incident in which my client Dr. Joyce Brothers was in town to attend a press conference. The night before, she had left her shoes in the hotel hallway to be picked up for shining. The hotel lost her shoes, and because of time constraints she was forced to attend the p.c. in her stocking feet. Turned out she got more coverage because of that than for anything else that day.

  The key to answering questions is preparation. Before a presidential news conference, the chief executive runs through a series of mock questions so that he can be ready for any inquiry. You should do the same.

  In one-on-one interviews elsewhere, you may turn off the tape and say something off the record, but not at a gathering like a p.c. Everything done and said at a press conference is on the record. So be careful not to mention anything you don’t want discussed or reported.

  In fact, be careful about what you say, period. You know the expression about the camera never blinking. Microphones are equally vigilant. The way you express yourself can determine whether you have a positive, neutral, or negative impact on the media and the public. Even the president of the United States has to watch w
hat he says. In the 1993 election race, George H. W. Bush was overheard making some rather incomprehensible remarks to voters in New Hampshire while the cameras rolled. I quote them verbatim:

  “Somebody said we prayed for you over there. That was not just because I threw up on the prime minister of Japan either. Where was he when I needed him? But I said, Let me tell you something. And I say this. I don’t know whether any ministers from the Episcopal Church are here. I hope so. But I said to him this. You’re on to something here. You cannot be president of the United States if you don’t have faith. Remember Lincoln, going to his knees in times of trial in the Civil War and all that stuff? You can’t be. And we’re blessed.”

  I include this not out of disrespect for George H. W. Bush but to show how easy it is, when we speak off the cuff, to fail to convey what we mean. When you’re “on” during the p.c., you are on, and everything you say can and will be scrutinized.

  Once the conference is over, stick around for any informal follow-up questions the press may have. It’s a good idea for you to tape the event to check for media accuracy as well as to study your own performance. If it goes well, ideally this first press conference won’t be your last.

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  FROM THE GUERRILLA P.R. FILE

  To make its own kind of statement about fighting the recession (and, not coincidentally, to gain some favorable P.R.) the Boston Globe, the Hub city’s major daily paper, began offering in March 1993 free situation-wanted ads submitted during a limited time by unemployed individuals. More than five hundred submissions a day flooded the paper, with the Globe promising to keep the campaign up until every single ad had run.

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  Let’s Party

  People think we Hollywood types spend our days doing lunch and our nights attending parties. Well, they’re right. Only we don’t have any fun doing it. Actually, parties are one of the best ways to spread goodwill, good cheer, and good P.R. At most parties, few people overtly discuss business, yet a lot seems to get done. That’s because in America, everybody wants to feel that he or she has tapped into the Good Life, and a party invitation is the quintessential membership card.

  Why throw a party? Perhaps you’re celebrating the expansion of a business, the release of a new product, the arrival of an honored guest, or the beginning of a new campaign. Parties get things off to a festive start, and media people, if not the media themselves, love them. Unless there are celebrities in attendance, parties don’t often get direct media coverage, but I believe in their efficacy as wheel greasers.

  As a Guerrilla you don’t want to spend a lot of money. The good news is that it’s definitely possible to mount a successful party on the cheap. All you need are the bare necessities: food, drink, music, and people. Start by making your invitation alluring. Make people want to come. Whom to invite? Your network, business associates, some friends, any media people you’ve become acquainted with, and even some you may not know.

  Though you don’t want anything like a kiddie party, consider attaching a theme to your affair. Whether it’s a color scheme or a consistency in the decor, dress, music, or food, make your party an event by giving it thematic structure. How about a sixties party, with black-light posters and Jimi Hendrix music? How about something Asian, where the guests must first remove their shoes before hitting the sushi table?

  Pamper your guests. Washington diplomatist hostess Perle Mesta used to say that the secret to a successful party is in the greetings and good-byes. When each of her guests arrived she would say, “At last you’re here,” and when they departed, “I’m sorry you have to leave so soon.” Keep food lines short, have an ample supply, and make sure guests know where the restrooms are.

  As for you, you’re a Guerrilla, so mix it up. Work the room, visiting as many people as you can. Concentrate on the individual you’re talking to, listen carefully, and don’t let your eyes wander from the other person’s. Feel free to move on when the conversation has run its course. Go into it with a burst of energy, and leave when the energy fades. Try lines like “Excuse me, but I see someone I haven’t seen in ages,” or “I think I’ll try one of these hors d’oeuvres.” They sure have worked for me.

  If you see people you don’t recognize, introduce yourself with a smile. A friendly face will break the ice, and, as I’ve said, a handshake can be as important to your public relations as a packed press conference. Remember the trick of repeating the person’s name when you shake his or her hand; it will help you remember it later on and for the rest of the evening—a valuable piece of information.

  Above all, remember a party is not the place to conduct serious business. Take numbers, exchange cards, make promises, but keep the conversation—and the party—on a spirited note. If it’s feasible, grab a microphone, make a toast, thank people for attending. Mention your project in brief, but don’t distract your guests from their pleasure. If your project was the reason they came, they’ll remember the next day, and the next.

  Tips & Traps

  Don’t overdo the tables and chairs. People tend to cluster at parties and not spread out. With fewer places to sit, more partygoers will mingle. It can be risky, but sometimes you end up with a fantastic party that way.

  Have enough help on hand to handle things. Whether you hire people or have friends and family helping out, make sure they dress appropriately, know what they’re doing, and keep things running smoothly and unobtrusively. You don’t want guests to feel burdened or neglected.

  Plan surprises. Midway through the proceedings, stage some kind of novel event involving the project. Don’t let it go on too long, but definitely make this a key part of the evening.

  Timing for a party is tricky. If you plan it for midweek, many working people (including media) are too tired to come out. If it’s on a weekend, often people prefer to do other things. Consider carefully.

  If you can’t remember the name of the person you’re greeting, extend your hand and say your name. The other will likely do the same thing.

  Lighten up! Once the party begins, it takes on a life of its own. Just go with it and have a good time.

  Monkey-Wrenching

  This section is not for everyone. It’s not even for me. But being Guerrillas, some of you may have projects that require bold action. If your project involves a political or social cause you believe in strongly, there may be times when you need to go a step beyond the mainstream to bolster your P.R. profile. Sometimes those steps involve walking a line dangerously close to law-breaking, something I do not in any way advocate. But I’m not against the concept of tantalizing the media with the potential for controversy or confrontation.

  I cherish our right to protest, even when I don’t agree with the protesters. Though most Americans give lip service to that right, some get uptight over the sight of angry demonstrators and picket signs. That’s understandable. As the L.A. riots in 1992 showed, sometimes the line is crossed from legitimate protest to civil insurrection.

  Most of us prefer to go about our lives without having other people’s concerns thrust in our faces, especially if we don’t agree. But America is a great country precisely because we have the right to protest. As a Guerrilla you may wish to take advantage of that right to engage the media, thus furthering your cause.

  Don’t be torn because you think you’re just “using” the media to draw attention. The media are as jaded as can be, but they know a good story when they smell it. If you mount a demonstration over some scurrilous local abuses, and you get a significant volume of people to join you, let the media know.

  A few guidelines: Don’t give too much advance warning. Unlike other events, a protest has to seem spontaneous, a convulsive expression of the will of the people. If the media smell friction, they’ll be there, you can be sure. I’d say forty-eight hours’ notice should suffice.

  When you call, let the assignment editor know you’re in charge. When the crew arrives at your protest site, introduce yourself, hand the reporter or producer your literat
ure, offer yourself as an interview subject, and help them get situated. Make your protest noisy and passionate. Have colorful signs with cogent slogans carried by your comrades. Most such protests are completely peaceful and tolerant. Occasionally they are not, especially if you draw counter-protesters. A shouting match between opposing sides of an issue always makes great copy, or great video for the evening news.

  If, unfortunately, law enforcement is involved, only you can decide how far you want to take things. As we saw with the anti-abortion protests in Wichita during the summer of 1991, sometimes things get out of hand. For true believers, the threat of arrest is no obstacle. That’s a decision you have to make on your own. But I don’t recommend it. Jail food stinks, and it’s tough getting fingerprint ink off your hands.

  You also run the risk of being branded a publicity seeker. Personally, I have nothing against that. After all, that’s what I do, but you know how people think. Anybody in the public eye, championing a cause, is subject to derision, and usually he or she is blamed for cunning in gaining the media spotlight. There’s a price to pay no matter what you do in life; in my opinion, you’re better off opting for wider media exposure. That way, your message will get out to the people. Otherwise, you can sit at home with your scruples and shout your slogans at the TV screen.

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