A press breakfast… virtual?
If someone had suggested it to us ten years ago, we probably would have thought it was a teaser. Today, however, no one in the industry is surprised by such an idea. Nor would employees at a multinational—or even a mid-sized company—find it particularly strange to receive a lavish breakfast at home by courier, to be enjoyed together with colleagues (through a screen) during a large-scale virtual conference. Has this trend come to stay? Yes—but as often happens, virtue lies in moderation.dio está la virtud.
In recent years, the organization of events—both corporate and press-related—has undergone a major transformation. The pandemic was, of course, the primary catalyst, but not the only one. Technology, advancing relentlessly, has made it possible not just to talk, but to see each other clearly and in real time, share documents, and participate live. In short, to manage efficient meetings remotely. Budget constraints across organizations have done the rest.
The hybrid model takes hold
Not everything is entirely virtual, of course. The format that seems here to stay is the virtuous middle ground: the hybrid event, with some attendees in person and others joining remotely. And it offers clear advantages. First and foremost, it enables participation from anywhere in the world without the need for travel, dramatically reducing costs related to transportation and accommodation—while also improving sustainability metrics, an increasingly important consideration. All of this can be achieved without losing the sense of presence, even for those attending remotely. Thanks to digital tools such as live polls, chats, and real-time Q&A sessions, interaction remains direct and genuinely engaging.
As mentioned, technology is the great enabler of this new model. Beyond that, developments such as augmented and virtual reality or gamified experiences allow events to go even further. Platforms like Zoom or Teams, now commonplace even for family video calls, can also demonstrate their full potential in professional settings, supporting connections with hundreds of participants.
That said, organizing and managing large-scale events still presents technical and logistical challenges. These include seemingly simple requirements such as ensuring all attendees have a stable internet connection and decent-quality cameras, as well as cybersecurity concerns. While platforms must guarantee data protection and prevent disruptions, they can also become entry points for malicious actors if not used properly—for example, when participants connect via public networks. Sending out an invitation with a connection link is not enough. Moderation, participant management, time control, and a thorough understanding of the available tools are all essential. This is why working with a specialized agency that knows how to handle the technology and manage the processes remains critical if we want an event—whether in-person, virtual, or hybrid—to truly succeed.
There is no doubt we will continue to see more product launches, press conferences, and corporate events, most of them in hybrid formats. As for business lunches—well, I think most of us still prefer those to remain in person, don’t we?
