When you use PR to draw people to an event or expo, have you ever thought about how many hours are wrapped up in one interview? Get the most from each minute.
Think about the tools you have used to get the media’s attention. For example, the press release should be interesting and informative: the Who, What, When, Why and Where. You need to capture the reader’s attention with a catchy, creative and pertinent headline. Remember, these are people who see hundreds of press releases a week. Make each word count! And don’t forget to include your contact information on the press release. And be sure to research the appropriate media contacts. Even the most well-crafted press releases are lost in the wrong hands.
Another way to get coverage for your event is to make reporters’ and editors’ jobs easier. Offer to provide them with a pre-written article about your event. Reporters are short on time and editors have space to fill. When I contact reporters directly, I may ask if they are interested in a pre-written article featuring our expert. I’ll make sure the article has some nice quotes highlighting key messaging designed to get people excited about attending.
If you get a “no” on using the press release or pre-written article, ask if the station or publication would be willing to publish your event information within their website events calendars. Providing the media with free tickets to give away to their audience may be an ideal segway to this conversation.
One key element most PR people neglect to do is follow-up calls. Give your reporter or producer a call. If they don’t answer, leave them a message with your contact information. We speak with reporters and producers to get their feedback. Finding out what the media is working will add to your pitching efforts.
It’s show time!!!Prepare the person who is doing the interview with key talking points, and review them together. At minimum, make sure they will remember to mention the name of the event, its location, hours and where to go for more information. So those talking points should be first in case an interview is cut short.
Anticipate questions and prepare answers. Your spokesperson is the expert. They will need to be ready to answer any question fired at them.
Now let your PR work for you.
The interview was huge success. Now let that interview work for you.
Think about other promotional channels you can use to promote the interview.
Does the TV station have a website? Provide your website to the station to post with the interview so viewers can access your website directly.
We are proud of our work and we like to show it off. We re-purpose interviews on both our company blog and Facebook page for all to see. For some great ideas on re-purposing on social media check out our Girlfriend Expo and Getaway Facebook page.
Be creative and show off that great work!!!
