pressfesting

Pressfesting is a neologism describing a public relations tactic in which organizers deliberately coordinate high-profile media appearances and events to maximize press coverage within a short window. The term is used mainly in online commentary and media studies to critique orchestrated publicity that seeks to create the impression of spontaneous or must-see interest.

Origin and usage: The coinage appears in online discussions from the 2010s, often in contexts criticizing marketing or political PR campaigns that stage multiple media moments around a single announcement. It is not widely formalized in scholarly literature, and there is no single authoritative definition.

Mechanics: A pressfest typically involves a centralized event or a cluster of events designed for media attendance: press conferences, invites extended to journalists and influencers, embargoed briefings, coordinated social media activity, and sometimes visually striking settings or demonstrations. The aim is to generate a surge of coverage and online discussion within hours, creating the perception of broad, organic interest.

Contexts and reception: Proponents argue that such coordination can efficiently inform audiences and spotlight important announcements. Critics contend that pressfesting can distort the public's perception of an issue’s importance, encourage performative publicity over substantive communication, and invite skepticism about the credibility of the coverage.

See also: Public relations, media event, PR stunt, astroturfing.