10 Lessons Learned from the Virtualisation of Traditional Press Formats

1. Organisation In many respects
   , organising a virtual format is more akin to a video shoot than a traditional analogue PR event. At the heart of the preparations – alongside the content! – are tools and production plans, team line-ups and role overviews, as well as the implementation of communication objectives and concepts based on a rigorous script.
2. Choreography
   In addition to content and contributions, press spokespeople also prepare the entire choreography: spontaneity and improvisation can quickly become a gauntlet for the director and co-presenters and negatively impact the ‘look and feel’ of the event. However, if they operate within the framework of a robust script, they can provide that extra touch of authenticity and thus be the icing on the cake.
3. Either hybrid or virtual
   The decision to opt for a hybrid or fully virtual format should be made at an early stage: until this is done, everyone involved must design and prepare two formats in parallel. This quickly leads to duplication of effort and costs time, money and nerves.
4. Tools
   Choose your tools wisely; and speak to professionals. Microsoft Teams, Zoom, Edudip, Webex and so on have different, specific functionalities and, above all, individual strengths and weaknesses. That is why your own wishes and requirements should be clarified at an early stage so that you can select the right tool (or setup) for the nature of the format: for a press conference, you need a different tool (or setup) than for an individual product presentation, an interactive workshop with several small groups, or an open public consultation session with local politicians and remote experts.
5. Technical support
   In addition to the main presenter, our experience suggests employing a technical support team (the team size varies greatly) to manage the tool being used. This requires specialists who can also handle technical queries from speakers and participants. Many issues can be identified in advance and solutions prepared.
6. Technical Equipment
   You absolutely need reliable technical partners for camera, lighting, sound, production, etc. You should be aware of these aspects as little as possible so that you can concentrate on your event. Ensure the technical teams are professionally staffed and pay attention to good teamwork. Furthermore, a prior test run is essential.
7. Interaction
   A Q&A session at the end of a virtual event is rarely as effective as it is in a face-to-face setting – too many topics and questions from participants get lost by that point. It is simpler, and above all more engaging, to allow questions directly: via chat, audience members can be involved in a controlled manner, and questions can be curated and prioritised in the background. The technical moderator can switch on individual audience members with video and audio, thereby passing on the ‘virtual travelling microphone’. You should
   introduce chat functions, polls and other interactive features appropriately – addressing both the speakers and the participants. You set the ‘rules of the game’!
8. Dress rehearsal
   To ensure everything runs smoothly, every active participant should clarify all technical requirements and conditions in advance (or have them clarified). A dress rehearsal or technical check takes 15–30 minutes for 10 speakers, can be carried out the day before, calms the nerves of everyone involved and is therefore a key factor in ensuring success.
9. Digital press kit
   A digital press kit is nothing new, but in a virtual setting it is more important than ever: it has never been easier to get your information to your audience – and to direct them straight to further content using interactive elements. Make the most of this opportunity: don’t just place your press releases and graphics in a download pool, but link to them wherever appropriate, such as in a post in the event chat. This allows you to deliver relevant information on specific topics directly to your target audience.
10. Set-up
    In the virtual setting of a press conference, the set-up also changes – and without the constraints of the physical world, the possibilities for customisation are endless. This starts with a digital screen backdrop in your corporate design, moves on to breakout rooms and parallel sessions for in-depth discussions in small groups, virtual whiteboards, VR product presentations on the digital twin, and extends to providers such as Play.workadventu.re, who virtually recreate entire trade fair scenarios using a gamification approach: The stage is yours!

Conclusion:
In the virtual space, the organisational effort required in the run-up to a PR event is comparatively greater – of course, depending on the creativity and ingenuity of the organisers, technology is patient and scalable. However, the technical possibilities in the virtual environment are also more diverse. Whether analogue, hybrid or purely virtual – in the end, the results must be right!