A PR professional should know everything about your company before planning an event. We recommend gathering all possible information which the press might ask for, including:
- What is the company’s mission statement?
- How long has it existed?
- What is the company’s relationship with minority groups?
- What is the event’s purpose?
- Who is the company spokesperson?
The answers to these questions will guide the media strategy and ensuing interviews.
We also advise that you take the time to study the event’s subject matter and become familiar with its primary elements. You don’t have to become an expert like your spokesperson, but you may be called on to answer general questions while speaking to the media.
Write an appealing press pitch demonstrating the relevance of the event and providing key information for the press, such as its name, date and times. If the event is linked to a special date, this may also be worth mentioning.
Here are some examples of pre-event strategies for a PR campaign:
Start early
Give yourself enough time to plan and execute a comprehensive PR campaign for your event. Ideally, you should start at least 3 to 6 months in advance.
Identify your target audience
Like everything else in PR, you have to know who you are aiming to reach. Establish who you want to attend your event and tailor your PR efforts to that audience. This will help you choose the most effective channels and messaging to reach and engage with them.
Develop a strong PR kit for the event
On the day of the event, it’s worth presenting attendee journalists with a press kit. There is no formula for this, but they usually include a press release and/or a folder with information about the speakers, products and/or brands to be presented at the event.
Every piece of information that a journalist may ask for should be included in the press kit.
Discuss with your clients the possibility of including a cool gift for journalists in the press kit, alongside the press release or information folder. We aren’t saying that this is mandatory, nor that you should spend lots of money. The gift should remind them of the event and the client.
For example, if you are taking part in an event for a new brand of dog food, a branded stuffed animal may fit the bill. You may also consider giving a gift that is innovative and can be used on a day-to-day basis – the more journalists see your branded gift, the more they will be reminded of the client.
You want them to request your client for later interviews, which will be more likely if they own a reminder of their brand.
Here’s a list of what your media kit should include:
- a press release
- event fact sheet
- high-resolution photos and videos
- and any other relevant information about your event
This will make it easier for journalists and influencers to cover your event.
Leverage social media
The internet is a great way to reach your audience, and shouldn’t be overlooked. Use social media platforms to promote your event, share updates, and engage with potential attendees, and create a social media campaign around the event, using hashtags and targeting relevant audiences to generate buzz and excitement.
Work with influencers
Identify key influencers in your industry or niche and collaborate with them to promote your event. This may mean hosting pre-event meet-and-greets, or offering exclusive access to the event.
Host a press conference
Consider hosting a press conference before the event, to generate media coverage and generate interest. This can be an opportunity to share key details about the event and answer any questions from journalists.
