Organizing an event is exciting, but time-consuming. Whether they’re busy securing the right vendors or finalising the guest list, businesses often forget about the role of  public relations (PR) in event planning. The right PR brings vital media coverage. Ensuring exposure in the right outlet is a great way to let the public know what you’re doing through a source they know and trust. Let’s have a look at how to invite media to your next event. 

  1. Media Advisory: Media advisory provides the who, what, where and when of the event to the media. This helps to decrease the likelihood of misinformation about your business or event in the press. Start yours with a short paragraph detailing your event and then explicitly write out the 5 W’s – who, what, when, where, why. The idea is to make things easy for the journalists and to help them in finding the event’s most notable information (participating organizations, speakers, time, place, media contact, etc.). Remember to add something unique about the event. 
  2. Tailor your pitch: Yes, you want journalists to cover your event; but what you want to avoid is having the same information on all news platforms. When you are narrowing down your media list, think of exclusive angles or information for each outlet. For example, you can propose an exclusive interview to one publication, and match the other publication to another spokesperson.
  3. Send invitations timely: Journalists receive plenty of invitations daily. Always remember that they are short of time. If you want them to attend the event, you need to grab their attention. Send invitations  with key details at least two weeks before the event. Be specific, use phrases like “you will learn” or “you will see” to intrigue them. You want to give out as much detail as possible: including what to expect at the event, who is attending the event and how is it related to the media audience. 
  4. Follow up: It is very important to follow up with the media and find out the exact times they can attend the event. Remember, this is not the time to ask if they plan to run a story about the event. The secret to a successful follow-up is to offer something new or exclusive in your follow-up that wasn’t in your original pitch. For example, you can talk about an exciting photo opportunity for print media. 

Your PR plan should include events and seminars. The media may not attend the event, or they may want to have all the details via phone to write an article. Public Relations agencies are friends with media from various industries, and can help your event get as much coverage as possible. Visit our website today for more information or get in touch with us by email.