Press Conferences – Sometimes a Bust!

Press conferences are so hard! When I worked at the three largest PR firms in NYC before starting my own shop, we would hold press conferences all the time. Soon I learned that press conferences were more for the client than for the media. When I asked the media why they didn’t show, they told me that if it wasn’t breaking news, they wouldn’t be there!

Then I started to work on the Island and found that things were a little different. Clients were having press conferences for every little thing and the press would actually show!

So when North Shore Animal League America called us to help them get media for a press conference at Petco at 86th Street and Lexington Avenue in NYC, we jumped at the opportunity. Actor Richard Belzer was there kicking off their new public service campaign, “PAWS-I-DENTIAL YEAR CAMPAIGN TO SAVE ANIMAL LIVES.” It was also “Take your dog to work day” and “Adopt a Shelter Cat Month.” We thought it would be the perfect story on a perfect weather day!

We started pitching the media two days ago. Called everyone to make sure they received the materials. This morning, two of my staffers and I met in NYC and made calls to all of the media on our list. Some requested materials for the 5th time, while others ensured us that they would be there to cover the event. We spent four hours on the phone this morning. We had a handful of media committed to attending the event and then…

Only the trades showed. Yes, there were some others like Getty Images and the Long Island Herald, but I was disappointed that there were no television crews there! It was a great story and I know my staff did everything they had to do to try to get the media to come out.

Although we didn’t get any major media to show, it still was a great event. Devera Lynn, Vice President of Communications at North Shore Animal League America, did a great job organizing the entire event. There were two North Shore vans filled with the cutest puppies, dogs, kittens and cats and at least 35 found good homes in New York City.