When it comes to hosting press events, our clients may rely on OneChocolate’s long-standing expertise and proven techniques! In this blog post, we share our best tips and advice to designing a successful press event in France.
Nowadays, journalists receive dozens of emails and messages every week, which implies that a simple press release is no longer enough to capture their full attention. In France, hosting press events — particularly for the launch of a new product, for example — remains one of the most effective ways to build relationships, spark interest, and generate genuine impact in the media.
A successful press event should be designed as an experience that delivers real added value. The client’s products take centre stage, while journalists gather all the information they need and often start to picture how they will introduce the brand and its new products to their audience. It is always a win-win situation.
Here are OneChocolate’s six practical tips to hosting a successful press event and making a lasting impression on journalists and customers alike.
1. Setting clear goals and identifying your target audience
The first step consists in clearly defining the objectives of the press event. Whether you wish to launch a new product or strengthen your brand image, each goal requires a tailored approach. For example, a product launch may take the form of a press conference or a showcasing day with live demos, offering journalists greater flexibility.
Once your objectives are clearly defined, you need to identify your target audience. Journalists obviously play a central role. However, why not also invite a small selection of relevant influencers? If you do, being familiar with their specific codes is paramount. This may include sending personalised invitations, providing tangible content they can photograph or capture on video during the event, and offering a goodie bag containing a sample product or a voucher. These thoughtful extras are far more likely to capture their attention.
As far as journalists are concerned, no need to invite all of them. Rather than hosting an overcrowded event, a smaller gathering with the right audience is far more likely to deliver greater media impact. For instance, if you are hosting a press event in Paris, it is worth checking in advance which journalists are based in the Paris area.
2. Selecting the right venue and telling the right story
A successful press event is not simply about “introducing” a product to the press and the public — it is about staging it. Therefore, selecting the right venue is critical to impress journalists both emotionally and intellectually. You should aim to:
- Select a meaningful, accessible location that reflects the product’s use or the brand’s identity,
- Create an immersive experience that fosters interactions and includes demonstrations or guidance on how to best use the product.
A food-related product, for example, would be perfectly showcased in a private professional kitchen. Why not go one step further and host a cooking class with a chef demonstrating how it should be used?
At OneChocolate, we regularly organise product demonstrations for our client Duux, which specialises in home air treatment and seasonal products. To showcase these in the best possible light, we select lifestyle-inspired venues such as the historic Molitor Hotel and its iconic swimming pool. We pay particular attention to the set-up and layout, with the aim of creating an enjoyable journey and telling a coherent story around each new product.
While Tech journalists tend to focus on technical features, lifestyle journalists are often more interested in design and aesthetics. Thus, our team of experts carefully accessorises products to enhance their visual appeal.
3. Sending high-quality invitations and reminders
The invitation is the very first impression journalists and other potential attendees will have of your event. To spark their interest, it should feature striking visuals, a punchy headline and, of course, all the practical information they require.
Ideally, invitations should be sent three to four weeks in advance to allow sufficient time for follow-ups, which are just as crucial. Whether theses reminders take the form of phone calls, emails, voicemails, or text messages, they help capture the attention of journalists who are already familiar with the brand — and likely to attend — while also reaching new contacts.
You must bear in mind that some journalists may decline the invitation; yet it is still important to ask whether they would like to receive the press kit, as this can ultimately lead to additional coverage for your brand.
4. Providing the right press kits
Providing a clear, comprehensive and easy-to-use press kit is a also critical step. On the big day, journalists do not always have the time — or the will — to take detailed notes.
Your press kit should include:
- A press release and/or media pack.
- High-quality visuals, mood images, pack shots, and short videos.
- Practical product information such as price, release dates, and points of sale.
Forget flash drives and printed documents: at OneChocolate, we prefer to send downloadable press kits via email. Such an approach also allows us to customise our follow-up, particularly if a journalist has already requested products for testing.
5. Designing a customised experience
On the day of the event, every detail counts. Journalists should feel welcome, comfortable and free to ask questions or take pictures. To achieve this, it is crucial to:
- Offer them a warm and friendly welcome;
- Get straight to the point with a clear presentation of the brand and new products, including relevant demos;
- Allow time after the presentation for journalists to explore the photogenic setting designed especially for them;
- Offer them a selection of goodies at the end of the event.
6. Long-term thinking
Once the event is over, there is no time to waste. A customised follow-up is critical to maximising your media coverage. This includes:
- Sending a thank-you e-mail to journalists, along with a link to the content produced for the event;
- Sharing the content with those who were unable to attend, while offering interview opportunities or further discussions;
- Carrying out an initial assessment with the client.
In the weeks that follow, it is equally important to ensure all relevant materials have been received, to coordinate the delivery of products for testing, and to follow up with journalists who expressed interest in the event.
Conclusion: Turning your Press Event in a High-Value Experience
Hosting a press event to promote a consumer product means creating a high-value experience capable of capturing the attention of busy journalists and influencers. When carefully planned, a press event not only generates media coverage, but also helps strengthen your brand’s image on the long term.
You wish to host a press event in France? Our team of experts is here to guide and advise you at every step of your project. Do not hesitate to fill out our contact form! 😊
By Alexandra Corbelli
