If you think PR is all about sending out press releases and hoping for coverage, think again. In fact, successful PR is rarely based on random tactics. It’s up to you to make use of PR tactics to help build awareness for your event.
Here are some tips to help jump start your PR efforts, or improve existing strategies.
What are your event’s newsworthy attributes?
The news hook is an important information trigger that actually interests news editors and reporters, not something self-serving that you think should interest the media. Working with the media can give you ideas for an effective “hook”. Our event PR experience has taught us how to be creative when developing story angles .
For example for our annual Girlfriend’s Expo & Getaway, which is held in November, we develop a PR “buzz” by focusing on what the media is looking for during that time of year: shopping, fashion and unique gift ideas.
We used this PR tactic, wrapped in a local angle (a designer from the area) and the result was a full page story with photos.
Media contacts are making new friends but keeping the old
Make new friends
Become familiar with each of the media you target and note the types of stories or story angles they look for before contacting them. Media outlets are inundated with press releases and pitch letters — sometimes hundreds per day — and off-target or average pitches get, well, pitched.
Don’t forget your follow-up calls. These are as much about listening as they are about explaining your story. Your goal should be to try to discover the long-term needs of the journalists and how you can work with and support them.
Keep the old
Once you’ve opened the door to these new relationships, it’s important to make periodic contact with fresh ideas and information about your event. We tailor our pitches based on presenting the right information for the journalist or reporter that will interest their audiences. If you can get inside their heads and learn what they need most, you are golden. The media will rely on you to be an expert and trusted resource for them based on your history. We provide these “old friends” with specifically tailored pitches that will be news ready for their beat and market demographic.
Our PR efforts and expertise for our expos has been cultivated over time. We have learned what the media is interested in and keep them updated with new angles.
Event PR coverage has greater credibility with target audiences than advertising. It should be used consistently as one of the primary tools in your event marketing strategy.
