Taking Virtual Webinars and Press Conferences to the Next Level

COVID-19 has created a significant shift for PR practitioners, especially in the travel industry. It has challenged our strategies, and now more than ever, we have to think outside the box. There is no doubt that webinars, virtual events, and press conferences have been an excellent way for brands to continue to share updates with the media, stakeholders, and consumers. 

We’ve all heard it a hundred times... “we are all Zoomed out”, “not another virtual event” but what if there is a way to make these events fun, engaging, interactive and worthwhile? How can PR professionals ensure their events stand out in a sea of virtual events trying to make it to the media's calendars? Keep reading as I discuss some of the successful virtual events strategies we have developed for our clients. 

Virtual press conferences are a great opportunity to deliver timely and consistent messages to the travel trade that can help brands keep industry partners and consumers informed. One of the keys to success is to make sure you have something important/new to announce. For example, we held the first digital press conference with Barbados’ Minister of Tourism and International Transport the Hon. Kerrie Symmonds, where he briefed the media about COVID-19 tourism updates. Media from across the globe attended the press conference and left with a wealth of information regarding how the island has managed the pandemic.

Another essential tip is selecting a strategic date, surveying your contacts, and seeing the best dates and times that work with their busy schedules. Don't forget to look at other similar industry events to ensure no conflict or other competition. Personalized invitations also make a difference. Give the press a chance to send questions in advance; that way, you keep your spokesperson’s delivery focused, brief, and relevant.

Another successful example was Palladium Hotel Group’s virtual press conference with the Quintana Roo Tourism Board and Delta Vacations to provide travel industry updates and success stories to media and travel agents alike. To keep the media engaged throughout the webinar, we announced at the beginning of the press conference that Palladium Hotel Group would give away a trip for two to its Costa Mujeres property to one press attendee at the end of the presentation. This kept media engaged and excited to learn more. In addition, inviting the Tourism Board and Delta Vacations added another set of voices and perspectives that complemented our client’s announcements and provided media with opportunities for quotes, stats, and new information. 

Another best practice is to always request feedback from attendees after a virtual event; that way, you keep finessing your strategy.  

As we continue to navigate the new media landscape during a global pandemic, virtual events will continue to become more popular and a crucial tool for brand communications. The industry is in a state of transformation, and brands need to reinvent themselves, explore new opportunities and try new things. My advice? don't be afraid to tackle virtual events, for they have become part of our new normal. 

Signed,