Press Events Are Harder Than Ever; it’s Time to Rethink Them

At Lemongrass, what many would traditionally call press events, we refer to as media missions. They’re typically one-day gatherings designed to bring clients and journalists together in a relaxed, personal setting, whether that’s over breakfast, lunch, or in the comfort of a hotel space; and they used to be quite simple.

You picked a venue. You secured a list of invitees, and you met with them. But in today’s world of PR, that’s not enough.

Securing meaningful time with journalists over coffee, lunch, or in a dedicated media mission, has become unbelievably difficult.

Journalists aren’t all concentrated in London anymore. Travel schedules have become unpredictable. Add to that the post-pandemic shift in how people want to connect, with a notable rise in smaller, more purposeful interactions rather than packed networking rooms, and what once felt like a cornerstone of PR outreach now feels like an impossible task.

But we PRs are an adaptable, scrappy, wily bunch, making things work between people and brands is what we do best. So, while media missions are more challenging than ever, they’re neither impossible nor a wasted effort.

In fact, they’re still absolutely worth doing. The difference is that it’s no longer as simple as “launch it and they will come.” Today, success demands greater thought, strategy, and flexibility. With careful planning and smart timing, media missions can be more purposeful and rewarding for everyone involved.

One of the biggest issues is the sheer volume of events. There are more than ever, often overlapping – and journalists have to make tough choices about where to spend their free time, which is becoming increasingly rarer.

Time is basically non-existent in the media industry today, and journalists are under immense pressure to deliver more work with less of it.

On top of the lack of time, hybrid and remote working patterns have reshaped logistics. With so many writers and editors now based outside of London, finding the right location and the right reason for them to travel at all has become a big challenge, too. 

Even the best-planned mission can struggle to compete with deadlines, travel plans, personal commitments and last minute commissions. 

But the appetite to connect in-person has never been stronger; it’s just the how and why we bring people together that needs to be thought out in more detail.

The modern media mission is no longer a scattergun invite to a fancy London location on a sleepy weekday. It’s got to be a worthwhile, meaningful event – something that’ll give the journalist a story, an experience, and give them a reason to spend their valuable time away from real commitments.

A recent Roxstars post by food columnist Ajesh Patalay really highlights this shift to people-first media relations;

“The appetite for getting away from our desks is growing.”

In The Long Lunch, Ajesh describes how proper sit-down “power lunches” are returning – not just as a luxury, but as a way to make a genuine human connection and exchange ideas. After years of remote working and very little by way of facetime, there’s been a renewed appreciation for time spent talking. Especially over food and a glass of wine.

In another article titled Fun Works, Ajesh notes that “given the state of the world – and how difficult it is to get people to turn up to events – the promise of fun is a genuine enticement… Like champagne and honey glazed sausages, fun works”

Just remind yourself that media missions are not about reinventing the wheel. Atmosphere and connection are what people crave. Whether it’s something novel, a long lunch, or an informal get together, journalists are drawn to events that feel fun, social, and thoughtfully designed.

Still, you’ve got to read the room, to get a pulse check going for what the current state of the world and media landscape is. As a place to start, remember that a lot of businesses big and small, in the media or otherwise, are making layoffs – and politically, the entire western world just feels chaotic and tense. Yes, fun works, but keep it well-timed, tasteful and considered. 

There’s been a significant rise in wellness-driven meetups – with alcohol-free breakfasts, morning workouts, and padel tournaments replacing more traditional evening events.

It’s part of a broader cultural shift, where people are seeking balance and a more blended lifestyle. PRs who recognise this change should be tailoring events that feel relevant and authentic, and not just another boozy gathering.

And the format should always mirror the story being told. 

Launching a restaurant or hotel? A long lunch is a natural fit. Promoting a spa or wellness retreat? A mindful, exercise-based mission would be far better.

The key is to know your journalists – and make sure the tone aligns with both the client and the message. A great example we’ve seen recently was a ‘walking meeting’ to launch a new walking route, hosted by a specialist in guided tours. It was a perfect fit for the brand and offered something refreshingly different for journalists to experience, proving that the best media missions don’t just tell a story, they let people experience it in a way that connects to the brand.

Modern media missions are mini events that have been planned, considered, and respect those who’ll make the effort to attend. If that sounds like a lot of work… Well, that’s because it is! So, is it always worth putting the effort in?

Media missions are worth it when the timing, story, and audience align. They work best when there’s a compelling reason to meet face-to-face, like a major launch, a milestone, or a big announcement.

The invite list has to be carefully curated, with thoughtful matchmaking taking priority over attendance numbers and vanity metrics.

And when the event itself is newsworthy, the media mission is far more likely to succeed. An event taking place in a new restaurant that’s been on journalists’ radars, or a fun evening jumping on a growing trend – these get attention and draw interest just by themselves. But beyond the setting, success often comes down to those one-to-one meetings. It’s essential to know what each journalist is looking for and make those 30 minutes count. Skip the generic presentations, instead, have a conversation that’s relevant, insightful, and tailored to their interests. 

For example, during Selective Asia’s first-ever media mission this year, founder Nick Pulley’s natural ease and insight made those one-to-one meetings really count. We met with top-tier journalists from Condé Nast Traveller and National Geographic Traveller, securing strong interest and a confirmed press trip for next year. From this mission, Nick has already been recognised as an approved 'Conde Nast Traveller Specialist' following a meeting with Senior Features Editor, Lydia Bell who recommended he should apply. In short, it took some effort to line up, but by focusing on meaningful conversations rather than presentations, the mission was a genuine success, all hosted in a fellow B Corp hotel to reflect Selective Asia’s shared values.

Not every story, client, or moment in the calendar calls for a media mission. Your hotel’s 5 year opening anniversary isn’t a big enough milestone – but 50 years is absolutely something to celebrate! Recognising when a media mission isn’t the right move will save time and money, and ensure your approach resonates well with journalists.

Consider holding off or rethinking your approach if the story is niche or highly technical. One-to-one meetings or small virtual calls often deliver better results, letting you give detailed information and tailored pitching.

If the location is difficult or costly to reach, journalists are more likely to decline their invitations. Jetting off for a story isn’t on everyone’s mind anymore, especially as publications are less willing to pay for their staff to attend.

And remember – this is all about the story. If there isn’t a clear narrative, angle or hook, then journalists won’t be interested. No matter how much fun it is, they need a story to report on. Wait until there’s genuine news or a strong enough reason to meet. If there’s no news or announcement, journalists are not going to prioritise your event over paid work or other commitments.

And if the timing clashes with major industry events like WTM in London, PURE in Marrakech, or big national events like New Year’s, then you’re not going to be able to compete. Even if you’ve got something truly exceptional – something that blows those events out of the water – your event isn’t going to have the clout.

Timing and knowing the gaps to look for are super important. It’s best to go for quieter times in the media calendar, to give your media mission the best chance.