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Alors, conférence de presse ou pas?

Cette question simple en apparence peut souvent occasionner bien des maux de tête. Est-ce justifié d’y investir le budget du client? Allons-nous avoir l’air fou devant une salle vide? Est-ce le meilleur endroit où mettre son énergie? Aurons-nous plus de visibilité et de couverture médiatique? 

Toutes ces interrogations fusent lorsque l’on prépare la sortie d’une nouvelle importante et, malheureusement, personne ne semble avoir le monopole de la vérité. 

Voici donc quelques questions à se poser avant de décider d’organiser ou non une conférence de presse :

1. Avez-vous des éléments visuels intéressants qui donneront de la valeur ajoutée à la présence de caméramans et/ou de photographes?

2. Est-ce que vos intervenants sont des personnalités publiques ou des sommités dans leur domaine? 

3. Pouvez-vous proposer des exclusivités aux journalistes qui seront présents? Par exemple, des témoignages, documents et photos qu’ils ne pourront pas obtenir autrement?

4. Est-ce que la journée de diffusion de votre nouvelle est flexible ou non? Si elle l’est, n’oubliez pas de vérifier les agendas médiatiques et les calendriers d’évènements afin de ne pas vous retrouver en compétition avec une autre nouvelle importante. 

5. Pouvez-vous compter sur la présence de membres de votre conseil d’administration, d’employés, de partenaires, etc.? Ainsi, si aucun journaliste ne peut se présenter, votre conférence de presse aura au moins servie à mobiliser et réunir les gens qui sont déjà sensibilisés à votre mission. 

Ceci étant dit, même si ces 5 conditions sont réunies, l’actualité peut toujours vous jouer de vilains tours et rien ne peut garantir la présence de journalistes. 

Petite anecdote : je me souviendrai longtemps d’une conférence de presse que nous avions organisée à Québec et pour laquelle toutes ces conditions étaient réunies. Malheur pour nous et notre client, un chef de police d’une ville avoisinante avait choisi le même jour pour se faire arrêter pour conduite en état d’ébriété et le maire de la ville annonçait, à la grande surprise de tous, qu’il voulait se lancer à nouveau dans l’aventure olympique. 

Inutile de dire que ces nouvelles ont monopolisé l’actualité et les journalistes et que nous avons du travailler très fort pour réussir à obtenir une couverture médiatique somme toute très satisfaisante. 

Car n’oubliez pas qu’une conférence de presse n’est qu’un moyen parmi tant d’autres pour percer dans les médias. Nous reparlerons de ces autres moyens dans une prochaine chronique!

D’ici là, bonne réflexion! 



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