In a world where notifications compete for the audience's attention and email inboxes swell with press releases, one thing does not change - journalists still value authenticity and direct contact the most. It is the face-to-face encounters that build lasting and good relationships with the media that result in greater mutual understanding.

Meetings with the media as a strategic element of PR

At Good One PR, we treat every event as a strategic project - from format to content to atmosphere. Creating effective communication requires organising such conferences and press breakfasts, online briefings or press trips that meet the needs of different groups of journalists. This approach increases the chance of positive publicity and positive publications, and facilitates the building of good relations with media representatives.

Press conference - supporting an expert image

Organising a press conference is one of the key elements of effective public relations and building relationships with journalists. When we want to attract the interest of social media and national media editors, it is worth betting on an interesting topic and a well-thought-out narrative. On their own initiative, journalists often only produce material when they are sure that the information will be interesting and useful from the point of view of the audience. It is also worth taking care of an appropriate venue, as well as preparing a list of contacts for the media that are most involved in the topic and that are really dealing with it in their daily work. Remember, it is quality, not quantity, that counts.

Press breakfasts - a media relations classic

This format is distinguished by its intimacy and enables even more authentic media relations to be built. Industry journalists have the space to ask questions and receive the full context of the event. This creates valuable content that reaches a wide audience. A suitably prepared press release further supports the publication of material in the client's reach and relevant media.

Case study: We successfully used this type of event in a strategy for our technology client iRobot. Accompanied by media representatives, we celebrated the brand's 20th anniversary in Poland and presented a new addition to its portfolio. The press breakfast formula also worked well during the campaign introducing a refreshed recipe of the cult Whopper from Burger King. The event not only allowed us to answer journalists' questions, but also gave them a chance to try the new burger. And it is this personal experience - combined with a good factual background - that is the foundation for quality articles and building good relationships.

Creative events - storytelling that attracts media attention

Some stories require a customised setting. Such press events attract the attention of journalists and online creatives posting on social media. When content is combined with emotion and vision, the media realise the material on their own initiative, seeing the potential. In such a uniquely prepared media space, questions and ideas are often raised that would probably not have come to mind during a classic press conference.

Case study: The press event we organised with designer Lukasz Jemiol was the perfect opportunity to showcase Laurastar's brand values. The fashion show and the story of the partnership provided journalists with qualitative content and a unique experience. As a result of the event, numerous press releases were published in the media on the topic. There were also publications on social media. The atypical event and its results definitely supported the building of Laurastar's brand image as luxurious and inspiring.

Press trips - the fullest immersion into the world of the brand

Press trips are a unique opportunity to showcase a brand in its natural environment. When dealing with the media, they are very valuable, especially for large companies with an interesting story and storytelling potential. A joint trip to an appropriately prepared event becomes not only an opportunity to pass on a press release, but more importantly it allows deeper, more personal relationships to be built between journalists and the brand and its representatives. This type of relationship is important not only from a PR perspective, but also in terms of fundraising, working with influencers and creating press materials that really support marketing.

Case study: Confirmation of the effectiveness of this format was the media tour we organised for the Quick-Step brand, which was attended by trade journalists, representatives of interior media, as well as influencers. Guests had the opportunity to learn about the history of the brand, see the production process and immerse themselves in the aesthetics and values that distinguish Quick-Step in the market. This type of experience increases the chance of positive publicity, and enables real relationships to be built. The result was numerous organic publications, media collaborations and lasting relationships with journalists that we continue to develop today. A well-planned press trip is not just about showcasing products, but also a thoughtful narrative in a space that itself becomes part of the brand's story.

Online briefings - flexibility that increases accessibility

At a time when the pace of editorial work is increasing, calendars are bursting at the seams and experts are increasingly operating from different locations, online meetings are becoming not only a convenient alternative to classic press conferences, but a fully-fledged PR communication tool. A well-planned online briefing can deliver just as much value as a live event - as long as we take care of the format, clarity of message and space for dialogue.

This format works particularly well in situations where you need to reach a larger number of journalists quickly - such as when announcing research results, launching a campaign or discussing a topic that urgently requires expert comment. Online briefing allows speakers and guests from different countries to participate, eliminates logistical barriers and allows many people to be brought together at the same time - even if a physical meeting would be impossible. In this case, journalists greatly appreciate the concrete, structured and pre-announced format, the opportunity to ask questions live and access to the material in real time.

The power of a well-designed event

Meetings with journalists are not a one-off activity - they are an important part of a media relations strategy. Their effectiveness is measured not by the number of participants, but by the quality of the interaction and the impact on further publications. At Good One PR, we see each meeting as an opportunity to deepen brand understanding, create valuable dialogue and deliver interesting content.

With a wide range of formats - from intimate events and large conferences, to creative events, to online briefings and press trips, which we can supplement with a variety of press releases - we respond to the needs of journalists in a changing media world. It is not the form itself, but the relevance of the message and the ability to present content in a way that is tailored to the audience that determines the effectiveness of public relations communication.

Do you want to learn how to best use the potential of meetings with journalists to promote your brand? Get in touch with Good One PR - together we'll build a media relations strategy that really works!