Six ways to ensure your PR event earns you coverage
9th October 2017 By Gabriel Burrow, PR Account Executive
Events are easy to do, but hard to do well. Orchestrating something that will create real value for a company can be both difficult and expensive. At Media Zoo we place events at the heart of our PR strategy, closely relating them to the core messages that our clients wish to communicate. Here are a handful of tips we’ve drawn together from our years of experience.
1. Think outside the box
No one wants to hear about an unoriginal event, let alone attend one! Although an enormous cliché, there’s something to “thinking outside the box”. Preconceptions of the kind of function a company should be hosting have no place in the early planning stages. Don’t settle for an average idea. If it doesn’t excite you, it’s unlikely to excite anyone else.
2. Keep the focus on your brand
That being said, it’s all too easy to forget the reason you’re putting an event on in the first place. Try to channel key brand characteristics into an activity, a set piece, or a get-together. That way when people are engaging with your event, they’re engaging with the brand as well.
3. Pick the right place
Setting is an essential component of experiential communication. It should reinforce messaging and capture the imagination of your target audience. Hit the streets or doll up a floor of a high-rise, it’s up to you. Don’t forget about the weather - it can make or break an outdoors event!
Hospitality is a key element of every PR event and a fed journalist is a happy journalist. If your event would suit a spread, be sure to arrange to have some tasty treats in circulation. Try to make the cuisine suit the theme: avoid chocolate cake at a clean-eating fair! There are endless possibilities to tie in good food and drink with your chosen theme so don’t neglect them.
5. Be on your best behaviour
Don’t forget that you are going to be on show in a roomful of journalists. Before you put yourself in such a potentially precarious position, make sure that you know your message and how you plan to communicate it effectively. This doesn’t mean you should shove information down your guests’ throats; be friendly and make them feel welcome.
6. Invite, invite, invite
You can put on the best event in the world, but if no one attends all your hard work will have been for nothing. If you’re looking to generate press coverage then hit the phones and tell journalists why this one is not to be missed.
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