Break-Fast Jam 2015 press conference - Photo by Oscar Kibuuka Working with youthful and creative people gives me a chance to throw out the PR template and experiment.
A few weeks ago, I wrote a blog about how we need to fix press conferences in Kampala, and yesterday I tested out some of my ideas at the press conference for the #BreakFastJam2015 Finals (Nov. 21-22, 3-9pm, at YMCA Kampala - 5k Entry, free for kids 10 & below).
The presser was set for 10am at the Sharing Youth Centre in Nsambya, where Breakdance Project Uganda (BPU) members - my clients for Break-Fast Jam - hold their dance classes and practice. I asked the community’s two best photographers (Kibaazi & Kibuuka) to print 20 photos and put them up in the room for an exhibit. Then we put on some good Hip hop dance music at a moderate volume, offered drinks and snacks, and I encouraged BPU dancers to freestyle in the middle of a circle of chairs as people arrived.
A few weeks ago, I wrote a blog about how we need to fix press conferences in Kampala, and yesterday I tested out some of my ideas at the press conference for the #BreakFastJam2015 Finals (Nov. 21-22, 3-9pm, at YMCA Kampala - 5k Entry, free for kids 10 & below).
The presser was set for 10am at the Sharing Youth Centre in Nsambya, where Breakdance Project Uganda (BPU) members - my clients for Break-Fast Jam - hold their dance classes and practice. I asked the community’s two best photographers (Kibaazi & Kibuuka) to print 20 photos and put them up in the room for an exhibit. Then we put on some good Hip hop dance music at a moderate volume, offered drinks and snacks, and I encouraged BPU dancers to freestyle in the middle of a circle of chairs as people arrived.
Breakdance Project Uganda conducting creative facilitation activities for African refugee youth in Kampala for InterAid and UNHCR The circle was an idea Abramz (founder & director of Breakdance Project Uganda) came up with when I told him that I did not want a high table facing a block of chairs. Breakdance Project Uganda often uses circles in their activities, like around a breakdance cypher and in team-building games. We agreed that the physical set-up of the room would influence the way people interacted, and it did.
“It’s interactive,” said Salim Segawa of Urban Hype. “It’s not like people are separated, as if they [speakers and press] are fighting.”
“I loved this,” said Toni Blaiyze of Magic 100 FM. “It inspired me to make my own hashtag #presscircle. We should do this more often.”
“This press conference is Hip hop,” said Ugandan Hip hop veteran and Newz Beat anchor, Survivor. “It’s not the formal corporate bull. It shows the community aspect, the easiness of it all.”
“It’s interactive,” said Salim Segawa of Urban Hype. “It’s not like people are separated, as if they [speakers and press] are fighting.”
“I loved this,” said Toni Blaiyze of Magic 100 FM. “It inspired me to make my own hashtag #presscircle. We should do this more often.”
“This press conference is Hip hop,” said Ugandan Hip hop veteran and Newz Beat anchor, Survivor. “It’s not the formal corporate bull. It shows the community aspect, the easiness of it all.”
Mark Kaweesi (chairman of Break-Fast Jam), Survivor (MC & host of Newz Beat on NTV) & Crazy Legs (Rock Steady Crew) The Break-Fast Jam press conference wasn’t perfect. It officially started at 10am, but I was still calling media at 10:30. Apparently our event was not the only thing going on that day, and have you heard that transport is expensive and the jam! Only seven of the 23 media houses I invited actually showed up. It’s OK, though. I sent some press releases by email and set up coverage for later. The people who made it were all really into it, and they are already producing some good stories.
Most media and partners had positive feedback about the way this out-of-the-box event was organized (keeping in mind that it’s unlikely they would have criticized my work to my face).
Suzan Keronen, Ugandan vocal artist and director of the Pearl Rhythm Foundation, said: “This is what I call a press conference, when people are actually into it! They’re not distracted. Other press conferences, maybe 50 [media reps] come, but you only get two stories. Here, everyone who came is actually giving coverage.”
“This is a good set-up for this kind of press conference, because it’s entertainment,” said Brian Businge of HowweBiz blog. “It’s not, like, a beer company. The whole set up - the photos - this makes people happy. It is much better than setting things and boring people.” (Take note: the same strategy might not work for a beer company.)
Most media and partners had positive feedback about the way this out-of-the-box event was organized (keeping in mind that it’s unlikely they would have criticized my work to my face).
Suzan Keronen, Ugandan vocal artist and director of the Pearl Rhythm Foundation, said: “This is what I call a press conference, when people are actually into it! They’re not distracted. Other press conferences, maybe 50 [media reps] come, but you only get two stories. Here, everyone who came is actually giving coverage.”
“This is a good set-up for this kind of press conference, because it’s entertainment,” said Brian Businge of HowweBiz blog. “It’s not, like, a beer company. The whole set up - the photos - this makes people happy. It is much better than setting things and boring people.” (Take note: the same strategy might not work for a beer company.)
I could tell that when the Head of Digital for Vision Group, Louis Jadwong, arrived at the Sharing Youth Centre, he was thinking “what am I doing in this place?” See his tweet -> but then he stuck around, read the materials, asked good questions, and put out some great tweets using #BreakFastJam2015.
I asked Louis for some more critical feedback. He said: “The set-up was different. You would think it was a closed group meeting – which makes it easier for everyone to talk or contribute. The venue – well did you say it was free? Ok, this is an international star so should have been at a top, classy venue.” That is something to keep in mind for future clients, though I think Crazy Legs was cool with the low-key hip hop vibe.
Louis, thanks so much for this story in the New Vision, featuring photos by BPU member and photographer Oscar Kibuuka.
I asked Louis for some more critical feedback. He said: “The set-up was different. You would think it was a closed group meeting – which makes it easier for everyone to talk or contribute. The venue – well did you say it was free? Ok, this is an international star so should have been at a top, classy venue.” That is something to keep in mind for future clients, though I think Crazy Legs was cool with the low-key hip hop vibe.
Louis, thanks so much for this story in the New Vision, featuring photos by BPU member and photographer Oscar Kibuuka.
Lisa Larson from the U.S. Mission in Uganda, Mark Kaweesi of Break-Fast Jam and Crazy Legs R.S.C. Thanks for representing: WBS, New Vision, HowweBiz (story here), Chano8 (story here), Magic FM, Urban Hype (story here), Newz Beat on NTV, and shout out to Pius Enywaru at the Campus Bee for the first to publish the story, even though he wasn’t there. Same for the story on BigEye. We had a productive afternoon at Urban TV and XFM. We also filmed Smash with The Mith, and Friday is Urban Today @ 8am, PM Live @ 1pm, Magic FM @ 4pm, and The Beat on NTV @ 5pm. Several media houses will attend the event itself.
Lessons learned:
1. Create a social atmosphere. It can help speakers to open up more and media to be more invested in their stories, thus producing more and better output.
2. A photo gallery is a plus (have high resolution digital copies ready to email people).
3. Announcements need to be made for all the media and cameras; it can’t just be broken down into one-on-ones as I dreamed in my last blog on press conferences, but it is good to take every opportunity to set up interviews before and after.
4. The circle was a good option for the breakdance community. It was familiar from the practice and reflected the community’s values, but probably wouldn’t work for a beer company and 50 reporters. Keep adapting!
5. Time is subjective and fluid in Uganda. Give media folks a few days notice, but also give them a wake-up call, and plan to deliver announcements about 30-60 minutes after the official start time.
6. Aim for quality over quantity in media representation. Greet each journalist individually, and set them up with whatever they want for their story. Follow up, and share the stories you get.
7. It is worthwhile to try new things. People appreciate a break from the normal and mundane. I think I will use music, showcases and photography again to create a positive vibe, encouraging more one-on-one interviews and give people something to enjoy as we wait for others to arrive in their own time.
Update: I can now confirm a 100%+ production rate from the press conference! All attending media produced stories within one day! A total 15 stories were produced in 48 hours following the press conference, across print media, blogs, TV and radio. We so appreciate each and every one!
Lessons learned:
1. Create a social atmosphere. It can help speakers to open up more and media to be more invested in their stories, thus producing more and better output.
2. A photo gallery is a plus (have high resolution digital copies ready to email people).
3. Announcements need to be made for all the media and cameras; it can’t just be broken down into one-on-ones as I dreamed in my last blog on press conferences, but it is good to take every opportunity to set up interviews before and after.
4. The circle was a good option for the breakdance community. It was familiar from the practice and reflected the community’s values, but probably wouldn’t work for a beer company and 50 reporters. Keep adapting!
5. Time is subjective and fluid in Uganda. Give media folks a few days notice, but also give them a wake-up call, and plan to deliver announcements about 30-60 minutes after the official start time.
6. Aim for quality over quantity in media representation. Greet each journalist individually, and set them up with whatever they want for their story. Follow up, and share the stories you get.
7. It is worthwhile to try new things. People appreciate a break from the normal and mundane. I think I will use music, showcases and photography again to create a positive vibe, encouraging more one-on-one interviews and give people something to enjoy as we wait for others to arrive in their own time.
Update: I can now confirm a 100%+ production rate from the press conference! All attending media produced stories within one day! A total 15 stories were produced in 48 hours following the press conference, across print media, blogs, TV and radio. We so appreciate each and every one!
