The main press room had multiple tables, a step-and-repeat banner and a live stream of the Global Summit main stage.

The main press room had multiple tables, a step-and-repeat banner and a live stream of the Global Summit main stage.

Earlier this year, Three Box welcomed Singularity University (SU) to our client portfolio. The global community has chapters all over the world and nearly 120,000 members. SU recently hosted its annual Global Summit, which attracts more than 1,500 international members, industry leaders and innovators to San Francisco.

Three Box led media relations strategy for the Summit, including drafting news releases, pitching reporters from around the globe, credentialing media, drafting briefing materials for SU leaders and creating a comprehensive media schedule for the three-day event. In addition, we supported SU leaders as they prepared for their thought leadership presentations at Global Summit. 

The press conference by Singularity University leaders.

The press conference by Singularity University leaders.

Amanda Hill and I were onsite in San Francisco to manage the Global Summit press room and provide strategic counsel to our clients, as needed. So, what was it like?

In this industry, you've got to be quick on your feet and ready to handle anything thrown your way. From fitting in last-minute interview requests to finding translators to catching up when things ran behind schedule, we were definitely kept on our toes!

We had two press rooms, one with multiple tables to accommodate several one-on-one interviews at a time and one reserved for video or podcast recordings. We reserved the spaces based on the needs of the reporter and tried to sit in on as many interviews as we could (to support the interviewee and for messaging control.)

Real Leaders magazine interviewing Erik Anderson, chairman of Singularity University.

Real Leaders magazine interviewing Erik Anderson, chairman of Singularity University.

Thankfully, we were able to work closely with the events company hired to put on Global Summit. As soon as a speaker was finished presenting, they were escorted by the events crew to our press room, where they were handed off to me. I would then facilitate an introduction between the reporter and the interviewee, and the interview would begin. We also hosted a press conference for a special announcement from SU leaders.

We ended up welcoming 38 members of the media and secured 40 interviews. That is a LOT of interviews to coordinate, but we made it through and are still seeing coverage trickle in since the Summit.

Here are my biggest takeaways:

  • Whenever possible, create a schedule of interviews ahead of time. It will allow you to plan out your days and better handle any media requests that come during the event.

  • Work closely with the team handling event logistics. It may not always be an actual events company, but having contact with them will make life so much easier!

  • Be OK with last-minute change. Something on the schedule will run behind, a reporter will cancel or a location will change. Expect the inevitable and be prepared to handle it.

I always enjoy opportunities to get out of the office, be onsite at a client event and work hands on. Getting in-person face time with clients I don't see often is invaluable, so I was thankful for the chance to work side-by-side with them for a few days.

Plus, I'll never turn down a trip to California.

We shared results from our work on Global Summit in the form of a case study. Check it out!

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