Press Junkets 101: What are They and Why Do They Matter for Your Brand?
If you’ve ever seen a celebrity do back-to-back interviews to promote a new movie or a founder appear on multiple podcasts in one week, that’s a press junket in action.
At Publicity For Good (PFG), we believe press junkets are one of the most powerful, high-impact ways to create momentum around your story. They’re designed to amplify awareness quickly, build relationships with journalists, and create a surge of consistent visibility across multiple media platforms, all centered on one powerful message or event.
What Exactly Is a Press Junket?
A press junket is a series of scheduled interviews, briefings, or media touch points that take place over a condensed period, usually one or two days, where journalists, bloggers, podcasters, and influencers get dedicated time to speak with a brand representative, founder, or spokesperson.
They can happen in-person like a media day at your HQ, event, or studio or virtually via Zoom or broadcast links. The goal is simple: to maximize exposure by engaging multiple outlets in a short timeframe while keeping your message clear and consistent.
It’s an efficient, organized, and highly strategic way to:
Announce a new product or service
Launch a campaign or partnership
Celebrate a milestone or impact story
Position the founder or brand as a category thought leader
In short, a junket is your “visibility sprint” or a concentrated burst of storytelling designed to generate as much quality media coverage as possible.
How It Works
Press junkets usually start with careful planning. Here’s what the process looks like at PFG:
Story Selection:
We identify the key narrative or announcement that deserves the spotlight, whether that’s a launch, collaboration, or purpose-driven initiative.Message Development:
Together, we craft a consistent set of talking points, brand stories, and data that every spokesperson will use. This ensures clarity and alignment across all interviews.Media Outreach:
Our team pitches and schedules interviews with the most relevant outlets from national media and trade publications to podcasts, influencers, and digital reporters.Interview Coordination:
We manage all logistics, scheduling times, sharing media kits, and preparing the spokesperson with background notes and potential questions.Media Training and Prep:
Before the big day, we conduct prep sessions so you’re confident, camera-ready, and clear on your messaging (hello, Talk Notes and Media Training 101!).Execution Day:
The junket day runs like clockwork. Journalists rotate through short interviews, typically 10 to 20 minutes each, either in person or virtually.Post-Junket Follow-Up:
After the event, we send thank-yous, provide any additional assets (like product images or press releases), and track coverage as it rolls out.
Why Press Junkets Work
Press junkets are a visibility powerhouse because they combine efficiency, consistency, and relationship-building in one strategic format.
Here’s why they deliver such strong value:
1. Consistency Across Coverage:
Every journalist hears the same core message, which means your story stays clear, unified, and impactful no matter where it’s published.
2. High Efficiency:
Instead of scheduling dozens of separate interviews over weeks, you can complete them all in one or two focused days. It’s a time-smart way to scale your visibility.
3. Stronger Media Relationships:
Junkets allow journalists to connect directly with you and create genuine relationships that often lead to future stories, collaborations, or invitations.
4. Multi-Platform Reach:
Because junkets attract a mix of print, digital, and broadcast outlets, your message gets amplified across multiple channels all at once.
5. Momentum and Buzz:
When several outlets publish stories around the same time, it creates a wave of awareness, which strengthens your credibility and fuels social sharing.
PFG’s Perspective on Press Junkets
At Publicity For Good, we use press junkets as an amplifier. It’s not just a publicity event, but a storytelling moment that ties your brand’s mission to real human connection.
We prepare our clients not just to talk about their products, but to share the “why” behind them, your purpose, passion, and impact that make people care.
And because PFG specializes in purpose-driven PR, our junkets often feature not just media interviews, but moments of meaning like impact videos, live product demos, or founder Q&As that highlight the heart behind the headlines.
Should You Join a Press Junket?
Press junkets work best when there’s something new to say. It’s a moment that deserves attention. That could be:
A new product or collection launch
A significant brand partnership or collaboration
A social impact milestone or sustainability initiative
A seasonal campaign or special event
A founder story tied to a major trend
If your brand is entering a new phase, scaling impact, or reaching a new audience, a press junket can help you announce it with energy and precision.
Pro Tip: Preparation Is Everything
The most successful junkets are the ones where the client is ready.
That means knowing your message inside and out, understanding the types of journalists attending, and being able to adapt your story to different audiences. It’s something PFG’s media prep process covers in detail.
Remember: journalists are looking for authenticity, not perfection. If you show up passionate and prepared, your message will resonate.
More than Just an Event
Press junkets are more than just a PR event but a chance to bring your brand’s story to life in real time. They combine preparation, storytelling, and media relationships into one powerful experience that can propel your visibility forward.
At Publicity For Good, we don’t just coordinate junkets. We craft story-driven experiences that help brands show up confidently and authentically in front of the media that matter most.
If you missed the previous post in this series, click here.
Click here to read the next article in this series.
