With apologies to Yogi Berra, when it comes to generating publicity, "it ain't over til it's over" is barely touching the surface of your PR potential.
It's naive to think of a PR opportunity being an "event" with a fixed window of time. Yes, an event may be a key component of your publicity plan, but it's not the end-all, be-all.
Let's take the "press conference" as an example. What if nobody from the press shows up? Does that mean you are out of luck? Not by a long shot--as you long as you bottle up what you have to say and then pursue one or more other avenues to communicate it to your audience, either directly such as via your website or indirectly, through the media.
For example, this past weekend, Five Seasons Sports Club in Burr Ridge, Ill. hosted an event, dubbed "Slug It Out For Special Olympics."
Some Special Olympics reps were on hand, and the club's boxing instructor and event organizer, Mike Nishimura, provided tips as a number of contestants threw as many punches as they could muster, in a 60-second span, into his mitts. There were no reporters there, but as you can see below, that doesn't mean the event went unchronicled.
My next step is to inform the local media about the event's results, in as compelling a multimedia fashion as possible, and as quickly as possible, while the event is still fairly fresh.