Going the extra mile for Dashdoc
Of course we like to tell journalists how great your company is and how amazing your products are. But sometimes, doing something a little bit crazy that’s not in line with the service or product you provide, can grab media attention just a little bit easier. When we add a visually interesting element, we create the perfect occasion for a press conference. Therefore, we immediately thought of setting up a press meeting when transport management system developer Dashdoc announced its DashTour-event. During the DashTour, the Dashdoc team traveled 700 kilometers from the office in Antwerp to the office in Nantes without emitting CO2 by running, cycling and even kayaking.
Run for coverage
We arranged a press conference at the start of DashTour, around 9 am in the morning. The participating team members all wore the same DashTour-shirt and were dressed up in sporting gear, offering opportunities for pictures or filming while the team was running and cycling. The general manager for the Benelux was available, as was the Antwerp-based operational director (having an Antwerp accent was a bonus when arranging an interview with Radio 2 Antwerpen). Additionally, one of the team members would partake in the entirety of DashTour.
Press conference and release
For the press conference we mainly invited journalists based in Antwerp, as they would be more likely to attend the press conference close to home. Afterwards, a press release with pictures and quotes from the press conference was sent out to a broader range of media outlets. On top of the radio interview with Radio 2, DashTour was covered in Het Laatste Nieuws, Gazet Van Antwerpen, the Dutch website PZC and English aggregator website Belgium Posts English. A huge boost for the participants in the DashTour, who now have media proof of their efforts.
Encouraging journalists to write about an event is one thing, getting them to leave their desk and get up a little bit earlier in the morning than they would like to is something else. Therefore, considering if an event is visually interesting enough is key before inviting journalists. You should provide an exclusive setting or unique photo or camera opportunity. Otherwise, journalists will go home thinking they could’ve written an article by just calling with one of the key figures involved in the story.
Additionally, offer time for a chat with a variety of spokespeople who are usually not that easily approachable, as this increases the value of attending the event because of the opportunity for journalists to network and get to know key figures within your organization. Finally, make sure the media event doesn’t start too early. 9 am should be fine for most journalists, but 10 am would be better. On the other hand, respect the journalists precious private time by not planning a press conference late in the evening or too close to the media outlet’s deadline.