ABSTRACT
Press interviews can be considered to be a part of a press conference and measuring the results of a press conference is akin to measuring the results of a special public relations (PR) campaign or a part thereof. The main difference would be that a press conference is an event at a defined point in time whereas a PR campaign can last for a longer period. A press conference needs to be integrated into the overall communication strategy of the company. It needs to be consistent with earlier PR activities and it needs to be in line with other communication activities of the company. A good tool for achieving additional data from the participating journalists is a press questionnaire. Probably the most basic tactical measure for a press conference is the number of attending journalists. The ideal situation would obviously be to make a direct connection from corporate PR practitioners’ press conference to the sales figures of their company.
