Franks Advice for Press Conferences
Published on May 9, 2012
This Special Report from drupa covers Franks recommendations for improving press conferences.
Hi. This is Frank Romano for WhatTheyThink.com. I’m here at Drupa and this is day two, and I’ve already been to 77 different press conferences. So I’ve got some lessons to the people who put on press conferences, so hear me well. First of all, they all have a press kit of some sort, a beautiful folder in most cases. Inside are printed copies of the press releases and sometimes there’s a brochure or other colored material about the product. Now what I have discovered that’s new and different, is that at this particular show there are more CD-ROMs than anything else. Now I have a basic problem with that because I have a MacBook Air and there is no place to put the CD-ROM into the MacBook Air. It doesn’t work any way; by the way, it doesn’t work by osmosis either.
So what some companies do to make life easier is they give us this stuff—I’m sorry, I’m reaching down here for my prop—on various types of sticks. Now this is only one gigabyte so it’s not worth anything. This one is from Kodak and it’s four gigabytes; this is in the realm. This one came this morning from Zycon and it took me a while to figure out how to work it. They’re so small nowadays; by the way, you could confuse it with one of your pills and ingest it. So these work out and they work out for my computer. They don’t work out for my latest iPad, but I understand the new iPads will allow me to take USB sticks.
Well, I think that the manufacturers should either have a website where I can download everything or a stick, but this is useless. And by the way, I see more iPads here than any other device. That’s what most of the journalists are carrying at this stage of the game. So I know you save money when you do this. I know that these things cost more money, but this I think is a more intelligent way to do it.
Now there’s another thing I want to complain about—PowerPoint presentations—please, let’s limit it to 12 slides. And by the way, you don’t have to put 77 lines with 40 words per line on the slides. It is not necessary to do that. I can’t read from a distance anyway. And by the way, why don’t you find bigger rooms. They’re all so crowded. Now I thought the number of printing media people in the world had gone down; I think it’s gone up. Either that or you’re recruiting homeless people to come in and sit in the seats because you can’t fit in the rooms.
And by the way, I’m tired of German food. I know I’m in Germany but can’t they give us something a little bit more palatable, because in the press conference center it’s all the same food for every different press conference. The only thing that’s neutral is water. By the way, they don’t even know what diet Coke is here; they call it Coke Light. So if you’re going to put on press conferences, think about the people coming, think about the technology they’re using, and then we’re going to do a better job covering your products. Got it?
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