A press conference is a formal event at which journalists are invited to receive a specific announcement from a business, organisation or individual, usually with the opportunity to ask questions. In 2026, press conferences are rarely the right tactic for businesses — one-to-one pitches typically outperform them. They are right for crises, regulatory announcements, IPOs, and government-business events.
When a press conference is the right tactic
- Breaking news affecting many stakeholders simultaneously.
- Formal apologies or crisis statements.
- Regulatory filings that legally require press access.
- Major M&A deals.
- Government and policy events.
- Sports team signings and results.
When to avoid a press conference
- Product launches (direct pitches work better).
- Funding rounds (embargoed pitch to named journalists more effective).
- Routine business news.
- Anything that could be emailed in a release.