In a world where notifications compete for the audience’s attention and mailboxes overflow with press releases, one thing remains unchanged – journalists still value authenticity and direct contact the most. It is personal meetings that allow building lasting and good relationships with the media, which lead to greater mutual understanding.
Media meetings as a strategic PR element
At Good One PR, we treat every event as a strategic project – from the format, through the content, to the atmosphere. Creating effective communication requires organizing conferences, press breakfasts, online briefings, or press trips that meet the needs of different groups of journalists. This approach increases the chance for positive publicity and favorable publications, and also facilitates building good relationships with media representatives.
Press conference – supporting an expert image
Organizing a press conference is one of the key elements of effective public relations and building relationships with journalists. When we want to engage social media and national media editorial offices, it is worth focusing on an interesting topic and a well-thought-out narrative. Journalists often only produce material on their own initiative when they are sure that the information will be interesting and useful from the audience’s perspective. It is also important to ensure an appropriate meeting venue, as well as prepare a contact list of media that are most engaged in the topic and genuinely deal with it in their daily work. Remember, quality matters, not quantity.
Press breakfasts – a classic of media relations
This format stands out for its intimacy and enables an even more authentic building of relationships with the media. Industry journalists have space to ask questions and receive full context about the event. This results in valuable content that reaches a wide audience. A well-prepared press release additionally supports the publication of materials in popular and important media for the Client.
Case study: We have successfully used this type of event in the strategy for our client from the technology sector – iRobot. Together with media representatives, we celebrated the brand’s 20th anniversary in Poland and presented a new addition to its portfolio. The press breakfast format also worked very well during the campaign launching the refreshed recipe of Burger King’s iconic Whopper. The event not only allowed answering journalists’ questions but also gave them a chance to try the new burger. And it is precisely personal experience – combined with solid substantive support – that forms the foundation of quality articles and building good relationships.
Creative events – storytelling that captures media attention
Some stories require an unconventional setting. Such press events attract the attention of journalists and online creators publishing on social media. When content combines with emotions and vision, the media independently produce material, seeing its potential. In such an exceptionally prepared media space, questions and ideas often arise that likely wouldn’t come up during a classic press conference.
Case study: The press event we organized with designer Łukasz Jemioł was an excellent opportunity to showcase the values of the Laurastar brand. The fashion show and the story about the partnership provided journalists with quality content and a unique experience. As a result of the event, numerous press releases on the topic were published in the media. Publications were also present on social media. The unusual event and its effects definitely supported building the image of Laurastar as a luxury and inspiring brand.
Press trips – the most immersive brand experience
Press trips are a unique opportunity to present a brand in its natural environment. In media relations, they are highly valuable, especially for large companies with an interesting history and storytelling potential. A joint trip to a well-prepared event becomes not only a chance to convey press information but above all allows building deeper, more personal relationships between journalists and the brand and its representatives. Such bonds are significant not only from a PR perspective but also in terms of fundraising, cooperation with influencers, and creating press materials that genuinely support marketing.
Case study: The effectiveness of this format was confirmed by a media trip we organized for the Quick-Step brand, attended by industry journalists, interior media representatives, and influencers. Guests had the opportunity to learn the brand’s history, 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 chances of positive coverage and enables building genuine relationships. 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 a product presentation but a thoughtfully crafted narrative in a space that itself becomes part of the brand story.
Online briefings – flexibility that increases accessibility
At a time when editorial workflows are accelerating, schedules are bursting at the seams, and experts increasingly operate from various locations, online meetings are not only a convenient alternative to classic press conferences but a fully-fledged PR communication tool. A well-planned online briefing can deliver as much value as a live event – provided we take care of the format, clarity of the message, and space for dialogue.
This format works particularly well in situations where we want to quickly reach a larger number of journalists – for example, during the announcement of research results, the launch of a campaign, or a discussion on a topic that urgently requires expert commentary. An online briefing allows speakers and guests from different countries to participate, eliminates logistical barriers, and enables many people to gather at the same time – even if a physical meeting would be impossible. In this case, journalists highly appreciate a concrete, organized, and pre-announced formula, the opportunity to ask questions live, and access to materials in real time.
The power of a well-designed event
Meetings with journalists are not one-off actions – they are an important element of a media relations building strategy. Their effectiveness is measured not by the number of participants, but by the quality of interactions and the impact on subsequent publications. At Good One PR, we see every meeting as an opportunity to deepen brand understanding, create valuable dialogue, and deliver interesting content.
Thanks to a wide range of formats – from intimate events and large conferences, through creative events, to online briefings and press trips, which we can complement with various press releases – we respond to the needs of journalists in the changing media world. It is not the form itself, but the relevance of the message and the ability to present content tailored to the audience that determine the effectiveness of public relations communication.
Do you want to learn how to best leverage the potential of meetings with journalists to promote your brand? Contact Good One PR – together we will build a media relations strategy that really works!
