{"id":1056,"date":"2023-10-11T13:41:00","date_gmt":"2023-10-11T12:41:00","guid":{"rendered":"https:\/\/www.onechocolate.fr\/en\/?p=1056"},"modified":"2025-12-10T09:52:17","modified_gmt":"2025-12-10T08:52:17","slug":"the-evolution-of-the-press-event","status":"publish","type":"post","link":"https:\/\/onechocolate.fr\/en\/blog\/the-evolution-of-the-press-event\/","title":{"rendered":"The evolution of the press event"},"content":{"rendered":"

Primarily viewed as a great extravaganza, the press event seems to be losing traction and turn into a less spectacular show. It leads us to wonder if the press events aim at having a huge impact on media, spreading information, or controlling one\u2019s image and reputation. We will tackle this issue in this article.<\/em><\/p>\n

The birth of \u201cinfotainment\u201d<\/strong><\/h3>\n

Although pinpointing the first press event in history may be tricky<\/a>, those organized by Phineas Taylor Barnum<\/strong>, Thomas Edison <\/strong>or Edward Bernays<\/a><\/strong> are deemed the three potential winners. Yet, opinions vary on the matter.<\/p>\n

According to Edison\u2019s myth, the American inventor used to invite journalists to press conferences to introduce his so-called latest invention before rushing into his laboratory and actually inventing it! Moreover, Edison was known for his gruesome habit of electrocuting animals to prove that direct current was less dangerous than alternate current \u2013promoted by Nikola Tesla.<\/p>\n

The fact is, when recounting such stories, historians are only interested by impactful events symbolizing their time. For instance, in 1914, an event known as the Colorado \u201cLudlow Massacre\u201d<\/strong>\u2013 where Rockefeller\u2019s coal miners and their families went on strike \u2013 led to bloody riots facing the Colorado National Guard. M. Rockefeller then hired Ivy Lee<\/strong>, father of the very first press release, to brush up his family\u2019s public and mediatic image. In response, M. Lee organized a few encounters between the Rockefellers and the miners\u2019 families \u2013 before a journalist\u2019s eyes \u2013 in order to successfully manipulate the media opinion<\/strong>.<\/p>\n

Among these candidates to the very first press event in history, purposes seem to differ. On the one hand, Barnum\u2019s shows were viewed as a mere advertisement<\/strong>, although his aim was to generate chatter<\/em>. On the other hand, Edison\u2019s press conferences were a form of keynote address<\/strong>, whose goal was to introduce a new product or (aggressively) conquer new market shares. Finally, Lee\u2019s job was to regain control over his client\u2019s image through crisis communication and management<\/strong>.<\/p>\n

At the end of the day, these events\u2019 common denominator is the brand image<\/strong>. Thus, those press events aimed at conveying a brand identity through a theatrical performance while controlling the companies\u2019 image and communication.<\/p>\n

Excessively extravagant<\/strong><\/h3>\n

Flash forward to the 2000s and 2010s<\/strong>, a time where press events were bold, creative\u2026 as well as extravagant! Apple, for instance, was (and still is) known for its spectacular product launches<\/strong> (involving flying items or Hollywood-grade special effects) in front of thousands of enthusiastic people, orchestrated by Steve Jobs himself. Therefore, ever since the introduction of the first iPhone in 2007, Apple\u2019s press events represent\u2013 as Steve Jobs used to say \u2013a revolutionary <\/em>communication scheme involving a passionate audience, lobbying campaigns for journalists, and unprecedented technological promises to cap it off.<\/p>\n

The press event therefore became a full-blown show<\/strong>. It was no longer a mere information vector or a convenient place where experts, spokespeople, and journalists got together, but became a topic in itself<\/strong>, that embodied the company\u2019s values, culture and (sometimes) vision \u2013 an opportunity to express one\u2019s identity, which had more to do with marketing than PR.<\/p>\n

Although Apple did not invent its own brand identity- which relies on values such as sobriety<\/strong>, efficiency<\/strong>, and pioneering<\/strong> -, the company associated it with the image of a man standing alone on stage, wearing a black turtleneck sweater. However, Apple also made its own keynotes obsolete by promulgating many criticized product updates and turning them year after year into a caricature of themselves.<\/p>\n

Yet, this concept has now become mainstreamed and led to the multiplication of events including corporate branding, press events, as well as a rallying point for a targeted community<\/strong> \u2013i.e. Blitzcon, Google I\/O, SpaceX Rocket Launch Events, Microsoft Surface Event or Samsung Galaxy Unpacked.<\/p>\n

Furthermore, the Tech market has quickly followed in Steve Jobs\u2019 steps and logically elected to think bigger to capture the people\u2019s attention.<\/p>\n

Yet, excess is not necessarily a key characteristic of every press event and only makes headlines because of media giants who always succeed in capturing the media\u2019s attention.<\/p>\n

Telling a tale of control <\/strong><\/h3>\n

Nowadays\u2013 probably thanks to the pandemics \u2013, most of these events moved online and became smoother<\/strong>, more consistent<\/strong>, and more controlled<\/strong>. Yet, a question remains unsolved: how to tell a story to efficiently convey an information and control one\u2019s brand image? The trick mainly resides in thinking out of the box to capture or deflect media\u2019s attention\u2013 like a kind of magic!<\/p>\n

However, online events need to follow consistent approaches<\/strong> and promote simplicity<\/strong> as things seem to be much blander though a screen. Still, Apple keeps its avant-garde<\/em> mindset by introducing its products via blockbuster videos. The latest features CEO Tim Cook<\/strong> in the company of Mother Nature herself!<\/a><\/p>\n

Having a good idea based on an interactive principle can make all the difference and create an innovative experience. However, this idea is a mere luxury case designed to promote a new story<\/strong> destined to be told by many people, as it contains the seeds of a narrative which would enhance\u2013 and control \u2013 the brand’s image.<\/p>\n

Online events<\/strong> can also be problematic for the organizers due to their high cost. Indeed, the technical prowess involved to conduct the event successfully and engage journalists and participants requires considerable coordination and preparation efforts\u2013 which can lead to considerable expenses! Therefore, at a time when sobriety<\/strong>\u2013 regarding energy, the environment, and other matters \u2013is still the order of the day, it may be time to revert to physical events, whose measurement reflects the importance of information.<\/p>\n

This does not mean that you should not have an original idea or approach, to pique the interest of the press and the public. However, rather than opting for the grandiose, it is above all crucial to articulate your press events around a clear statement<\/strong> or information<\/strong>, to better control your brand\u2019s image and story.<\/p>\n

Guillaume Le Postec<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Primarily viewed as a great extravaganza, the press event seems to be losing traction and turn into a less spectacular show. It leads us to wonder if the press events aim at having a huge impact on media, spreading information, or controlling one\u2019s image and reputation. We will tackle this issue in this article. The […]<\/p>\n","protected":false},"author":6,"featured_media":3798,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1283,1268],"tags":[1377,1442,1378,1379,1380,1277,1280,1426,1381,1314,1290,1382,1383],"class_list":["post-1056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guillaume-le-postec-en","category-press-relations","tag-brand-identity","tag-communication-en","tag-company","tag-control","tag-extravagant","tag-journalists","tag-onechocolate-en","tag-pr-en","tag-press-event","tag-press-release","tag-rp-en","tag-show","tag-telling"],"acf":[],"yoast_head":"\nThe evolution of the press event - OneChocolate<\/title>\n<meta name=\"description\" content=\"OneChocolate reflects on the evolution of the press event and how it seems to have run out of steam. 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Nowadays, those events have all but disappeared, especially since the LA fiasco of 21 November 2019<\/strong>, when Elon Musk asked his Head Designer to test his Cybertruck\u2019s shielding and its\u2013 supposedly \u2013 unbreakable windows. One metal ball later<\/a>, Tesla, SpaceX, and X\u2019s (formerly Twitter) boss became a laughingstock on the Internet.<\/p>\n