The power of meeting journalists face-to-face

In a world of overflowing inboxes and virtual meetings, sometimes the most powerful PR tool is still a face-to-face conversation. 

Press events are about far more than simply putting products on display. They’re an opportunity to build genuine connections, bring brands to life and turn conversations into coverage. In an increasingly digital world, nothing replaces the value of face-to-face conversations with journalists, influencers and content creators.  

We were recently reminded of just how valuable these moments can be when we hosted the Revlon Hair Tools stand at the CIJ Group Christmas Press Show. It served as a perfect reminder of why in-person media engagement remains such an important part of a successful PR strategy. 

While emails and virtual meetings have their place, press events and media meets create opportunities that simply cannot be replicated remotely. They allow brands to build genuine relationships with journalists, bring products to life, and create memorable experiences that stand out in a crowded media landscape. 

For beauty and lifestyle brands in particular, the ability for media to see, touch and test products first-hand can make all the difference. Experiencing a product in person helps journalists better understand its benefits, ask more informed questions and ultimately create more authentic coverage. 

Bringing Revlon’s latest innovations to life 

At this year’s CIJ Group Christmas Press Show, we showcased three exciting new additions to the Revlon Hair Tools portfolio ahead of the crucial festive gifting season. 

Rather than simply displaying the products, we created an interactive styling station, which gave media and influencers the opportunity to put them to the test.  

There’s a big difference between hearing about a product and experiencing it in action. Being able to see, touch and trial the product not only brings key selling points to life, but they also spark conversations, generate immediate feedback and create memorable moments that journalists and influencers can reference when developing future content. 

These interactions often lead to stronger relationships and more meaningful coverage because they leave with a genuine understanding of the product and the story behind it. 

The event delivered fantastic engagement and reinforced the value of investing in face-to-face media opportunities: 

• 200+ attendees engaged with the Revlon Hair Tools stand 

• 60 key media contacts sampled the new product launches 

• Multiple Christmas gift guide opportunities were generated, including conversations with titles such as GLAMOUR, ITV, My Weekly, Candis and HuffPost 

While securing coverage is always an important objective, one of the biggest benefits of press events is the opportunity to strengthen long-term relationships with media contacts. 

Having meaningful conversations, answering questions in real time and allowing journalists to experience products first-hand helps build trust and familiarity. These relationships often extend far beyond a single event, creating future opportunities for product launches, expert commentary and wider brand storytelling. 

The CIJ Group Christmas Press Show was a fantastic example of how you can bring products to life. From generating excitement around new product launches to creating valuable conversations with key media contacts, the event demonstrated that face-to-face engagement remains one of the most powerful tools in a PR professional’s toolkit. 

As PR continues to evolve, one thing remains unchanged – people buy into people. Giving journalists the opportunity to meet the team behind a brand, experience products for themselves and build genuine connections will always be one of the most effective ways to drive awareness, credibility and coverage.