Event Planning - Marketing (Part III)
- Sean Spence
- Oct 21, 2024
- 3 min read
Media Relations
An entire book could be written on media relations for event promotion without much difficulty. When you believe the media should be interested in your event, these are the key points to keep in mind.
Focus on reaching out to media professionals who report on news related to your event. If you're unsure, contact the media organization directly to inquire.
Initiating pre-calls is more effective than making follow-up calls in conjunction with media releases and other communications, as well as for fostering relationships. In surveys involving the media, follow-up calls often rank among the top three annoyances for reporters; however, this is not the case with pre-calls. During pre-calls, the message can be as simple as, "I'm calling to inform you about something that may be of interest to you; if so, I can send you the details via email immediately." In instances where you reach voicemail, you can mention, "I wanted to inform you about this event; since you're unavailable, I'll send you the details via email. Please feel free to reach out if you have any questions."
It is recommended to send a comprehensive media release either the morning of the event (as media staff meetings typically take place around 9:00 or 10:00 am) or the day prior if the event is scheduled for the afternoon.
For certain occasions, a press release can be effective. Craft it in a manner resembling a newspaper article for easy copying and pasting.
Consider sending hand-written follow-up notes to members of the media who attend or cover your event. Instead of a traditional thank-you note, opt for a message expressing appreciation for their time spent at the event. Avoid implying bias by simply acknowledging their presence with a statement like, "We are grateful that you found our event valuable. If you have any questions about our work, please don't hesitate to reach out;" or perhaps, "I found your article insightful. Feel free to contact me whenever I can assist."
Community Calendars
One type of media relations involves community calendars, which are public calendars hosted by media outlets for the public. Essentially, all you have to do is ensure that you are aware of which outlets host a calendar and provide them with information about your event.
College / High School Media
While college or high school media may share similarities with professional media, it's important to remember that you are not interacting with professionals. Being well-prepared to communicate your message effectively and addressing key questions that might not be raised is crucial.
Radio Interviews
Radio interviews typically last between 5 to 15 minutes and may occasionally be conducted over the phone. Utilizing notes is a significant advantage of radio interviews, as the audience cannot see you. It is advisable to bring a one-sheet with the main points and key facts to ensure a smoother delivery of your message.
Visual Identity of the Event
For many events, the visual identity will closely match the theme of the chosen venue. However, there are times when you may need to establish a unique visual identity for the event that truly represents your goals.
Regardless of the scenario, it is important to consider all visual aspects of the event and ensure they align with the standards you have established. This encompasses everything from the invitations and room decor to the dress code for the staff.
Logo
While most events may not require a logo, having one can convey that you are hosting a more prestigious event. If you have a substantial budget or can tap into affordable creative resources, a logo can serve as an initial indicator to attendees that they can expect a unique experience.
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