We’ve all seen it: those cringe-worthy press events that somehow go viral for all the wrong reasons. While they might generate attention, it’s probably not the type of spotlight you want when you're planning your press conference or media event.

The key to avoiding awkward moments while still standing out from the crowd is a creative setting combined with a polished, engaging presentation. Let’s take a look at how to create a press event that leaves a positive, lasting impression by learning from both the good and the bad. Here are a few dos and don’ts to guide your press event strategy:

DON’T Sacrifice Clarity for Cool

We get it—setting the scene with a creative backdrop or a unique venue can make your event stand out. But be careful: while a bold setting can grab attention, it shouldn’t come at the cost of clarity. Outdoor events, for example, can work if your topic suits the environment, but make sure the sound is crisp and clear, and the visuals aren’t overwhelmed by distractions like wind, noisy traffic, or a chaotic background. Your goal is to communicate clearly, so don’t let the “cool factor” interfere with your message.

DO Get Creative with Spaces You Can Control

That said, taking your event to an unconventional location can elevate the experience. Think beyond the typical conference room and get creative—hosting a product launch in a high-end shopping center can subconsciously put attendees in a buying mindset, while an outdoor setting can add an element of excitement. Just make sure you test the technical setup beforehand, including camera angles and sound quality, to avoid any unpleasant surprises.

One company that excels in this is Qantas, which regularly holds its press events in creative, high-impact locations. From staging conferences in front of an aircraft to hosting events in scenic airport terminals, Qantas uses its dynamic environments to reflect the excitement and scope of their announcements. This strategy not only captures attention but also reinforces the brand’s association with travel and adventure. Whether it’s a major new route launch or a partnership announcement, Qantas consistently demonstrates how a well-chosen location can enhance the event’s impact.

DON’T Overlook Body Language

It’s easy to forget that what’s not said often speaks louder than the words themselves. Body language is a powerful tool that can either reinforce or undermine your message. If your presenter looks uncomfortable or disinterested, your audience will likely feel the same. Pay attention to posture, facial expressions, and how your team engages with the audience. You want your press event to project confidence and authenticity, so make sure everyone is aware of how their body language can influence the tone of the event.

DO Use Humor—Appropriately

Humor can be a great tool to break the ice, especially when faced with an unexpected question or a challenging moment. Used wisely, it can make your presentation more relatable and engaging. However, timing is key—make sure it’s the right moment to inject humor, and always keep it appropriate for the context. A well-placed, lighthearted comment can add warmth and personality to your press event without detracting from the overall message.

DON’T Make Promises You Can’t Keep

It’s tempting to make bold promises in the heat of the moment, but doing so can backfire. Press events, especially in the digital age, live on long after the event ends. Once a promise is made, it can be held against your brand, particularly if it’s vague or unrealistic. Always aim for transparency, and if you don’t have an answer to a question, offer to follow up later rather than making a commitment you can’t fulfill. A candid, genuine approach builds more trust than vague statements or unrealistic promises.

DO Offer Surprises and Tease Future Announcements

Adding an element of surprise can take your press event to the next level. Whether it’s a big announcement, an unexpected twist, or exciting new information, giving your audience something to look forward to creates buzz and keeps them engaged. Take a page from Apple or Google—they know how to create suspense and anticipation, making their announcements events everyone wants to tune into.

In the lead-up to your event, don’t give everything away in your press release. Share enough to spark curiosity, but save the big reveal for the event itself. This approach ensures your media event will be more enticing, and your audience will be excited to see what’s next.