In a world where virtual meetings, briefings, and even press conferences have become the norm, you might be wondering: are in-person events still worth the time and effort? Technology makes it easier than ever to connect from anywhere, so what is the point of hosting an in-person press event? And, of course, there’s always a faint pressure in the back of your mind, too: if you do host an in-person press event, will anyone come?
In 2025, the bar is undoubtedly higher to get a reporter to attend something in person. But we’ve seen firsthand that while digital engagement has its perks, nothing beats the impact of face-to-face interaction when done right. In this post, we’ll explore when and why in-person events can still hold a unique value in a communicator’s toolbox. Read on for 4 key questions to ask yourself before hitting send on the media advisory for that in-person press conference.
1. Do you have new news?
First and foremost, reporters will want to know what the news is and why they should cover it. FCP has previously shared guidance for refining your media pitch and writing a press release that may help determine your answer to this initial, important question. These can help you determine if your announcement will be newsworthy enough to capture reporters’ attention. If your occasion doesn’t involve a fresh announcement, a new solution to a problem, or an otherwise unique or compelling story, it may not be news enough to draw reporters to come.
2. Will there be compelling visuals?
One thing that can make a difference in whether an announcement should include an in-person element is if it will feature compelling, beautiful, or interesting visuals. If you are releasing a report, new data, or other information that may be newsworthy but not necessarily physically tangible, your announcement may not be well-suited for a splashy in-person press conference. If you want to host an in-person event, consider making your announcement more visual by creating large posters or interactive displays highlighting the new data and key takeaways. For example, we have worked with clients to print large photos of landscapes being protected through land conservation, or partnered with SupplyBank.org to announce the expansion of a diaper bank program next to stacks of diapers. If your event includes strong visuals – breaking ground on new housing, hosting a pet adoption drive, or launching a summer outdoor education series – it’s worth considering an in-person format. Groups of people, animals, or striking settings can make your story far more appealing to reporters.
3. Can you conveniently offer access to unique perspectives or multiple sought-after voices?
If your event features standout speakers, like a community member, an expert, or a leader not often accessible to reporters, it becomes more valuable. In-person events let journalists hear from multiple voices at once, whether it’s several elected officials, experts, or individuals with lived experience, without having to schedule separate interviews. They also make it easier for reporters to ask follow-up questions and connect directly with sources, something more challenging to coordinate virtually. If you can help to provide the pieces that make a compelling story – visuals, credible information, quotable remarks, and human interest stories – in one place, you make it easier for reporters to craft a compelling story.
4. Can you fill the room with supportive partners beyond media?
Even a few reporters attending could generate favorable media coverage for your announcement, but a sparsely populated room is not a great visual. It is important to have a relatively full room for any photos or videos that reporters may capture, to provide a sense of broad support and excitement about your news. Can you fill the room with supporters or community members, not just members of the media?
If you aren’t sure if you can turn out attendees, a virtual event may be your best bet. Regardless of how much media you can turn out, aim to fill the room with partners, community members, or employees so that the news can be shared with those audiences directly. This also makes the room look and feel full and lively. If you can convene a crowd, an in-person event is a great route.
After asking these questions, you should have a better sense of whether you should host an event for the press in person. If you have a splashy announcement, exciting visuals, compelling voices, and people to attend, you may have the components of a press event worthy of logging off and showing up, IRL.