Generating Event Boldface BACK

Press coverage for your event — from a story on its purpose to even a few lines or photos in society and entertainment columns — is worth its weight in event marketing ROI gold.

However, the media is bombarded on a daily basis by thousands of pre- and post-event coverage requests. Making sure your event catches the media's eye and vaults it into headline-worthy coverage can be a daunting task.

Here are some public relations tips to ensure your event is in front of the media and generates positive press:

Don't be shy: If you don't tell the media about your event then who will? The media relies on press releases and invites to feed them with the local content and human-interest stories that help balance out their news coverage.

Have an angle: Incorporate an interesting media hook into your event program. An animal charity fundraiser grabs far more attention if it includes a fashion show of local celebrities and their pets. Develop and highlight that one photo op or unique perspective and clearly articulate it along with the event's theme or news angle in all of your press contact and materials.

Know your competition: Before booking your event dates, research other events that may be held on the same day. Ideally, you want your event to be the “only show in town” so you can guarantee media attendance.

Create a media list: Research the type of media and specific reporters you want to invite. Develop a targeted list that includes each media person's current contact information by visiting the websites of major news outlets (a labourious task!) or purchasing ready-made media lists from companies such as Bowdens (www.bowdens.com) or CCNMatthews (www.ccnmatthews.com).

Draft a media alert: Your media alert, typically a one-pager, sent out one to three weeks before the event, is your chance to entice the media's interest and secure their attendance. This contains the who, what, where, when and why of your event, as well as highlighting any special photo/interview opportunities and guests.

Put your alert in the media's hands: If your event has broad appeal, consider sending out your alert over the Canada Newswire (www.newswire.ca) to relevant assignment editors. If it has very targeted audiences, craft a customized covering e-mail to reporters and writers whose specific beat, such as business, city news or entertainment, would cover the information.

Note: many large media outlets will not accept unauthorized emails with attachments. Contain your media alert messages in the body of an email.

Follow through on the follow up: Often your first follow-up phone call or email flags a reporter's attention to the fact they received your information. Without being a pest, follow up a few more times using each opportunity to offer further information, talk up an interesting angle and confirm their RSVP.

Photos are important: Whenever possible, offer quality photographs along with your pre-event information (photos of last year's event, head shots of presenters etc). For on-site coverage, hire a photographer who is experienced in shooting your type of event (i.e., press conference, social, fashion, film events, etc.) and make the photos available to media asap.

Treat media as VIP guests: Set aside a certain number of complimentary tickets for media purposes. You also need to consider what level of access you'll provide press attendees. Will some reporters be given exclusive coverage? If your event has a red carpet, where will you position the press? What's the seating protocol with celebrity guests and reporters?

Have a media desk: Set up an area where media can register and make inquiries. Get the reporter's name, telephone number, email address and news outlet so you can follow-up after the event. Introduce press attendees to on-site representatives who can be their go-to source for arranging interview and photo requests.

Supply a press kit: Make sure every reporter receives a comprehensive press kit that includes a press release, backgrounder about the organization and initiative, key messages and any visual aids (photos, logos, etc.).

Media message briefing: Make sure your spokespeople are well briefed, rehearsed and comfortable with key messages. Just like that one great photo op, the media is also looking for excellent sound bites that communicate the human interest and overall event message or theme.

Post-event follow-up: After the event, contact every media person who attended to see if they need more information and/or photos. Use the opportunity to thank them, update information such as attendance numbers and provide further event messaging.

Start a press clippings file: Consider subscribing to a press clipping service that will do a comprehensive sweep of targeted media (print and broadcast) to ensure you get a complete record and samples of all the coverage you received.

Hire an expert: While you can coordinate the media relations' component yourself, there is a benefit to hiring a public relations firm. With their expertise and working contact with the media, a PR firm has the channels and manpower already in place to help your event attract media interest and spin off great coverage.

With input and thanks to Natasha Koifman, president of NKPR,
a full-service Toronto-based PR agency, www.nkpr.net.