Digital media conference - What to watch out for during the test run

Published on 02.03.2021 | Translations available in: German

Digital media conference - What to watch out for during the test run

The majority of media conferences currently take place digitally, which depending on the level of digitisation of a company can pose a challenge. Preparation is crucial for a successful digital event - especially the implementation of a test run is essential. We have compiled a checklist for you on what to look out for in the process.

Media conferences are not dead. On the contrary, there are currently numerous companies that are completing or have completed their annual report on the year 2020. The culmination of this elaborate work is its publication. And for the presentation of such extensive results, in addition to an official media release, it is of course a good idea to hold an analyst and media conference as well. An event that will take place virtually in most cases.

For a digital conference to be successful, careful preparation is essential and potentially even more important than for a "normal" media conference. This is because digital events thrive on teamwork and the flawless interaction of technology, speakers, executive management and communication experts. To ensure that the conference runs as smoothly as possible, it is highly recommended to conduct a dry run in advance.

During this test run, the handling of the tools can be practised and potential difficulties can be eliminated, which also helps to make the participants feel more secure. The following checklist constains the most important points to keep an eye on during the dry run:

The Checklist

In general

  • Technology (incl. microphone, camera settings, sound, presenter (mouse), etc.)
  • Light (keep in mind the time of day of the conference)
  • Cosmetics, powder and pads for each person

Regarding the sequence of events

  • Intro (e.g. music, image film...) and outro
  • Fade-ins, belly bands
  • Transitions between speakers
  • Switching between live image and presentation
  • Allow time for one-on-one meetings with media professionals

Regarding content

  • Quality of the presentation (structure, comprehensibility)
  • Translations work (if applicable)
  • Q&A setting, especially dealing with very tricky questions (be sure to prepare nasty questions).

However, the most important factor for a successful digital analyst and media conference is and remains the content - and of course the competent presentation of the results. Working out clear messages and key messages in advance, structuring the presentation clearly, giving the speakers feedback on their presentation during the dry run - all this preparatory work is worth investing in, because it will positively affect the quality of the conference.

By the way: In the case of listed companies, the publication of the annual report must take place promptly, as any change in the course of business can influence the share price. Companies whose shares are traded on the Swiss stock exchange are therefore subject to recurring and event-related disclosure obligations towards their shareholders. Annual reports and semi-annual reports fall into the former category and fulfil the obligation of a listed company to regularly present its accounts. This must be taken into account when publishing the annual financial statements and planning the associated communication of the company.

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