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Only hold a press conference if it is vital to getting your message across. And if you go down that path, get it right!
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Comments
It's a good article, but I tend to agree with the first part -- why bother having a press conference at all (unless you're the size of Microsoft). If you think you're press conference worthy, the best opportunity would be at a conference or trade show. The trade media should already be there and there's a good chance that people will actually show up.