When to start communicating your event? How to build relationships with journalists and influencers and build audience trust long before the event itself? How to get hundreds of valuable publications? What to do after the event?
It is not easy to publicize an event—except for the most spectacular ones. Some sure-fire examples are high-profile launches, big events in the industry, and unplanned actions related to a new social problem.
If you do not have a groundbreaking product or do not organize an event for a corporation with an impressive budget, the last case is the most interesting.
Here are seven lessons on how to take care of your event’s public relations.
1. Develop a strategy and describe the challenges
Take a moment to prepare a mini-strategy for communication. It is worthwhile-ideally with someone, even if you are the business owner or event planner-to answer the questions: what are the weaknesses of the event? Whom will I reach with my (so far) planned message, and who would I like to reach? Am I inconsistent in my communication? What can I do to control a message that, if unleashed, may go in unwanted directions? Who wants to, and who should become a media patron of the event?
2. Increase the duration of the communication
The problem of a short lifespan affects many events: they are either talked about too briefly for the message to be remembered or not at all. Consider what you can do to extend this time. It is important that the message does not give the impression of being done by force—which is how the first action that simulates charity may be perceived—and that it skilfully relates to the brand.
Think of a teaser that fits your event. Hosting a software conference? Have staff and speakers teach kids from a preschool of your choice how to code. A squash competition? Organize a demonstration game downtown.
3. Be an expert (or have to access to one)
Even if you are not directly involved in the organization of the event, you must have your finger on the pulse of the topic: you must be familiar with the details of the event itself as well as with the industry or issue it concerns. And if you can talk about it in a way that is uncontaminated by jargon and acronyms that are incomprehensible to journalists, then you’re a winner.
4. Find allies
They can be media patrons (increasingly, they expect money for this). They can also be influencers. Well-chosen allies guarantee a greater reach of communication and a good fit with the groups we care about. When choosing patrons, it is worth taking into account not only the criterion of the largest or most popular media but above all, the target group and their potential contribution.
5. Assist journalists
If you want the media to cover your event before, during, and after it, you have to seek the attention of those who cover the topic. Take this requirement seriously, because as many as 67% of journalists complain that they receive information that is not tailored to their interests. Invite them, offer an exclusive interview with a conference speaker, offer help with research, and send an interesting press release. Help them every step of the way.
6. Keep in mind who’s king. And give it to journalists
Valuable content with good research will always be up to date. So don’t forget to check the rules on how to write a press release for an event. Any press releases, articles dedicated to a particular medium, etc. can help promote your event even if, at first glance, this does not seem to be their goal.
7. Evaluate yourself in light of the media results
Did you meet the challenges defined in the first point? Did the media pick up on your event? Was it shared organically on social media? What didn’t work out? What worked out? Do you understand why?
Summary:
Summarizing your activities and verifying your strategy execution is an overlooked step because there’s no time. After all, you need to start another project, etc.-but an important one in that it will help you better plan your next event.
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