Behind the Scenes: DFW Auto Show Media Day

A press conference, when done right, can be a very effective way to convey company information. In addition to a spokesperson explaining the finer details of a new product, service, or event, it gives the client the opportunity to build relationships with key media representatives.

Park Place Dealerships hosted a press conference at the 2019 DFW Auto Show to announce it will open its first dealership in Austin, talk about a new marketing campaign, as well as showcase their new mobile experience unit. Hesham Elgaghil, Chief Strategy Officer for Park Place Dealerships, spoke with approximately 50 media representatives.

Here at Aardvark Communications, we have more than two decades of experience planning successful press events for our clients. Below are a few tips we have learned to plan a successful press event.

Make sure you have something newsworthy to share

The first question you should ask: Does the information warrant a press conference? Your news must be compelling and topical to the audience.

For example, during the Park Place press event at the Auto Show, they shared information about a new Jaguar/Land Rover Dealership opening in North Austin, the Luxury and Supercar Showcase at the Four Seasons Resort and Club Dallas in Las Colinas, a new marketing strategy and a new mobile marketing unit the company launched. The audience was a large group of automotive writers looking for interesting stories.  

Pick a good background

Aardvark communications recommends having a background that reflects your organizations image so that a tight or wide shot of the spokesperson(s) will clearly showcase the companies branding. The background for the Park Place press event was the brand new mobile marketing unit, which they will set up at local events to showcase the brands and vehicles that they offer.

Get the media to show up

You should always send out a media advisory to your contacts via email including the date, time, and location of the press event. For the past few months we have been sending a media advisory to our contacts in the media about the event to let them know about the Park Place Press Conference at the DFW Auto Show. After the show we answered questions from the media, as well as providing them with hard copies of the latest Park Place press releases.

Take Photos

After your press event, showcase the event with photos. In addition to promoting your event on all your own assets, you want to be sure to send photos to any media who were unable to attend your event.

The end of the press confrence is not the end to your work

After the questions are over and members of the media have left there is still work to be done. You should always send out a press release for your event, or multiple depending on the information that you shared. It is possible that the best results come from media that did not come to the event, but received the press release(s) and they may request photos or an interview about the announcement.  

Aardvark Communications is dedicated to meeting the unique needs of each client. Since 1992, we’ve developed and implemented innovative and successful public relations and marketing programs for a broad range of clients. We measure our accomplishments by our clients’ success.  When companies want their stories told, they turn to Aardvark Communications for creativity and results.​ For more info, visit