During the world’s largest dental fair, up to 11 press conferences are conducted daily. Standing out in this scheduled loaded with media events, dental products and technology company Dentsply Sirona sought to stand out. The goals were not unlike most of the other companies making their pitches to the press: clearly communicate the company’s dynamics and innovation while focusing on customer needs. The tactics the company employed and the results it produced have earned it first place in the “Press Event or Media Tour” category of the PR Daily Awards.
It’s not likely the press covering the event had attended a press conference like this one before. The products were presented through entertaining segments with semi-live demonstrations in dental offices timed to the second. The moderators seemed to be in direct dialogue with dentists. As a surprise at the end, one of the treating dentists appeared ostensibly directly from his practice, live on stage and answered questions. The press kit distributed at the conference had digital, business card-sized handouts that were as surprising as the content of the press conference itself.
More than 200 participants from 26 countries gave the event a round of applause—not at all common at press conferences. But the real proof of the effectiveness of the approach was demonstrated by the 400 articles reaching more than 2.4 million people in print and 19.3 million online.
Congratulations to Marion Par-Weixlberger, Dr. Tanja Lauinger, Günther Schmidhuber, Anna Bruns and Marie-Therese Baldinger.