20+ Years Experience
Specialist PR Agency
Event planning is the process of organizing and executing a social, cultural, or business gathering to achieve specific goals and objectives. It involves extensive planning, coordination, and management to ensure a successful event that leaves a lasting impression on attendees. For any event, media coverage is crucial as it helps in promoting the event and reaching a wider audience. It also adds credibility to the event and can attract potential sponsors and partners. In today’s digital age, media coverage plays a significant role in the success of any event.
To plan an event that garners maximum media coverage, here are ten steps to follow:
However, there are certain mistakes that event planners often make when it comes to media coverage, which can hinder the success of the event. These include:
Event planning involves organizing and coordinating all the necessary elements for a successful event. This includes venue selection, scheduling, budgeting, and logistics management.
Fact: Event planning is a $5 billion industry in the United States alone.
Media coverage is crucial for events because it generates publicity, reaches a wider audience, and enhances brand visibility. Media coverage helps in creating buzz and anticipation, attracting sponsors, and increasing event attendance. Additionally, it provides social proof and credibility, influencing the perception of the event’s significance. Moreover, media coverage can lead to post-event benefits such as increased brand recognition and future partnership opportunities.
Planning an event is a complex and multi-faceted task, and one of the key components for its success is generating media coverage. In this section, we will discuss the essential steps for planning an event that will attract maximum media attention. From setting clear objectives to leveraging social media and partnering with influencers, we will cover all the necessary strategies for creating buzz and ensuring extensive media coverage. So, let’s dive in and explore how to plan an event that will grab the attention of the press and the public alike.
Define specific and achievable goals for the event. Ensure objectives are measurable for evaluation. Create a timeline to accomplish each objective.
During the 1960s, event planning evolved with a focus on setting clear goals and objectives. This shift marked a turning point in the industry, leading to more structured and organized event management practices.
Define the demographics, interests, and behaviours of your audience to tailor the event to their preferences. Conduct surveys, interviews, or analyse past events to understand the media habits and preferences of your target audience. Utilise social media analytics and insights to identify the demographic and psychographic characteristics of your potential attendees. Collaborate with media outlets that align with the interests and preferences of your target audience to ensure effective coverage. Consider creating attendee personas to better understand your target audience and tailor your event to their needs and interests.
Consider the target audience’s availability and preferences. Avoid scheduling events during peak holiday times or conflicting with major local events. Choose a time that allows media representatives to attend without conflicting with their deadlines or other major news events.
During the 20th century, on 15th October 1917, the Women’s Battalion of Death went into their first battle during the Russian Revolution. This all-female combat unit played a significant historical role.
To create a unique and newsworthy angle for your event, consider these steps:
A car company unveiled a new electric vehicle with a world record-breaking range, capturing media interest and promoting sustainable technology.
Establish a strong online presence by creating dedicated event pages on various social media platforms. Optimise content for each platform to ensure it resonates with the target audience. Implement a comprehensive social media strategy encompassing pre-event promotion, live coverage during the event, and post-event highlights. Engage with followers through interactive posts, stories, and live videos to generate buzz. Collaborate with influencers to amplify reach and visibility across different social media channels.
Identify relevant influencers and media outlets with a strong following and engagement in your event’s niche.
Establish mutually beneficial partnerships by offering them exclusive access or perks in exchange for coverage.
Provide influencers and media outlets with compelling event details, unique angles, and high-quality visuals to pique their interest.
Collaborate with influencers and media outlets to create pre-event buzz and post-event coverage across various platforms.
Gather essential event details:
Include a captivating event press release highlighting newsworthy aspects, event objectives, and compelling quotes from key figures. Add high-resolution event photos, logos, and graphics that represent the event’s theme or message. Incorporate background information about the event, key speakers, and any relevant historical context. Include links to previous media coverage, videos, or interviews related to the event or organisation.
Choose a suitable location and time for the press conference.
Prepare a compelling press release with all the essential event details.
Invite relevant media outlets, influencers, and members of the target audience.
Appoint a spokesperson to communicate key event highlights and updates.
Provide press kits containing event background, visuals, and relevant materials.
Utilise high-quality images and videos to convey event highlights.
Develop infographics illustrating key event statistics and impactful data.
Create visually appealing press releases with captivating graphics.
Design engaging social media posts using compelling visuals to attract attention.
Utilise live streaming to provide real-time visual coverage of the event.
Send a Thank You Note:
After the event, express gratitude to media outlets for their coverage, reinforcing the relationship.
Provide Additional Information:
Share post-event details or insights, offering a follow-up angle for extended coverage.
Request Feedback:
Seek input on the event and coverage, demonstrating a commitment to improvement and partnership.
Establishing strong relationships with media outlets is crucial. Consistent communication and genuine appreciation can lead to increased and positive media coverage.
In the competitive world of event planning, media coverage is essential for a successful and impactful event. However, many event planners make common mistakes that can hinder their chances of gaining maximum media coverage. In this section, we will discuss the top 10 common mistakes that event planners make when it comes to media coverage. From lacking clear objectives to neglecting social media, we will explore the crucial aspects of event planning that can make or break your media coverage.
Define clear and specific goals for the event to guide planning and ensure alignment with media coverage objectives.
Set measurable key performance indicators (KPIs) to assess the effectiveness of media coverage efforts.
Communicate the objectives clearly to all event stakeholders, including media partners and internal teams.
Understand the audience demographics and preferences. Conduct surveys or interviews to gather insights. Personalise event elements to resonate with the target audience. Utilise targeted marketing strategies for the event. Seek feedback and adapt future events to audience needs.
When planning events, overlooking the target audience can lead to missed opportunities for engagement and coverage. By prioritising audience understanding and tailored strategies, events can attract the right attention and achieve media coverage goals.
Understand the event’s purpose and audience to determine the most suitable date and time.
Research potential conflicting events in the chosen timeframe to avoid competition for media attention.
Consider the availability of key media stakeholders and influencers when setting the event date and time.
Factor in lead time for media coverage, ensuring the event occurs with enough buffer for pre-event promotion.
To improve media coverage, events must have an interesting angle, such as a unique theme, a celebrity guest, or a significant milestone. Without a newsworthy angle, events may struggle to attract media attention and create excitement. For example, a product launch featuring cutting-edge technology or a charity event breaking fundraising records can attract media interest, increasing the event’s reach and impact.
Fail to engage on social media platforms like Facebook, Instagram, and Twitter.
Overlook the importance of creating a social media strategy.
Ignore leveraging hashtags and creating shareable content.
Disregard the significance of interacting and responding to audience comments and messages.
Underestimate the power of social media influencers in reaching a wider audience.
Not utilising influencers and media outlets can significantly impact an event’s media coverage. To effectively leverage these resources:
Ensure that the press kit includes comprehensive event details, key contacts, and background information. Include high-resolution images, event logo, and relevant visuals to support media coverage. Provide engaging and informative content such as press releases, fact sheets, and testimonials. Incorporate social media links, event hashtags, and any pre-event buzz to encourage media engagement. Customise the press kit to resonate with the event’s theme and target audience.
Consider alternatives to a traditional press conference, such as virtual press conferences or live streaming events. Utilise social media platforms to engage with journalists and provide them with press materials and story angles. Organise one-on-one media interviews or small group sessions to provide in-depth information and foster relationships with journalists. Create press kits or digital press releases with comprehensive event details, quotes, and high-resolution images for easy access by media outlets. Host exclusive previews or behind-the-scenes tours for media personnel to generate interest and coverage.
Lack of visuals in event planning for media coverage can hinder engagement. Utilise impactful images, videos, and graphics to captivate the audience and pique media interest. Infuse visual elements showcasing event highlights, speakers, and behind-the-scenes moments. Employ eye-catching visuals for social media posts, press releases, and the press kit to enhance the event’s storytelling and grab media attention.
Media coverage at events can bring a variety of benefits, including maximising reach to potential attendees, financial assistance through sponsorships, and connecting with new contacts for future opportunities.
To attract media attention, make sure your event is newsworthy and create a comprehensive media pitch that includes quick event details, highlighted keynote speakers and guests, involvement with local vendors, and your target demographics.
Establishing a social media following can make your event more appealing to media outlets, as they will see a larger audience potential for their coverage. Plus, having a strong social media presence can also help attract media attention.
Some tips for reaching out to media outlets include partnering with newsworthy keynote speakers and guests, utilising press release templates, and establishing relationships with media contacts. It’s also important to plan ahead and have a well-developed content calendar to stand out from other events.
One example is the Lakemba Roos, a Sydney soccer team who received over $10,000 in donations after appearing in newspapers and online through contacting ABC radio. Another example is how the 2019 Women’s World Cup gained extensive press coverage, including live streaming and television coverage, due to its high profile and international nature.
To make your event more appealing to media outlets, consider partnering with a bigger cause or charity, offering exclusive access or opportunities to the media, and utilising high-resolution photos and videos. You can also offer media passes or discounts, and utilise live streaming and social media coverage during the event.
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