Utilizing Events as PR Professionals
It’s hard not to love a good event. Celebrations, launches, conferences- a successful event is something everyone looks forward to. However, did you ever stop to think about what it takes to get that event from the coordinators head, through the press, and in front of you the attendee? Probably not. There are a lot of steps that go into building large, successful, enjoyable events, and event PR is what gets it there.
Organization is queen.
For a successful event, you have to start at the beginning and get all your party ducks in a row. What is the purpose of your event? The rhetorical situation if you will. Who is your audience and what are you trying to convey? There are so many things an event can achieve: fundraising, brand recognition, and just plain fun to name a few. Once you’ve mapped this out and answered these important questions you can start making the big groundbreaking decisions, like when you should hold your event, what the ideal location is, and what your theme should be. Do your research. If you’re new to throwing events you won’t know all the little details, like for example how Thursday nights are the most successful for nonprofit events, or that sometimes doing food stations is way more memorable than a plated dinner. Organize your event and then get to work on making it come to life!
Let the media shape your guest list.
When opening an event up to the public you want to make sure you’re reaching the right audience, not just any audience. The wrong kind of press could lead to no attendance or an audience that isn’t serving the purpose you’re trying to achieve. Make sure your media release is specific and will reach the type of audience member you want to see walking up to that registration table. As Christina Green puts it “make sure they (media releases) are circulated on not only the major and local news outlets, (assuming that sort of coverage fits your event) but also the trade and industry places, or niche groups that may have interest in your event .” If you put in the work ahead of time then you’ll feel confident the day of your shindig that you brought the right faces to the door.
Have your event tell a story.
Whatever your occasion is, make sure it’s following through with the purpose of your overall goal. If your purpose is to raise money for a charity then make sure you’re tugging on your potential donor’s heartstrings. If you’re launching a new product then make sure each guest is leaving not only talking about it but carrying some sort of swag with your product name on it. No matter what don’t leave press behind in step two, make sure they’re at your event as well, coverage coverage coverage. (Am I right ladies?)
Make a ripple!
What do I mean by making a ripple? Simple. Your event shouldn’t just make a splash on the one day in which it happens. According to Social Tables, our event should be making an impact before and after it happens. “Offer press and influencers an event before the real deal. Schedule these special exclusive events for them a week prior to the big event as a reward for their coverage.” Use your face time at the event as a way to make connections and schedule these VIPS for podcasts and interviews in the following weeks. Follow up your event with social posts; retweet and share posts your attendees made during the event. Write blog content recapping the evening and detailing the success and impacts that followed. Make sure you’re making the most out of all your hard work.
While integrating marketing into the layered world of events can sometimes seem like three jobs rolled into one, it is so worth it. By creating a memorable event, even more, an unforgettable experience, you’ll be giving your brand a massive boost in the market. Set the bar high for what you want to accomplish, and don’t leave any details out.
About Shelby:
Shelby Cassel is a senior APR student graduating in December. She is an active member of GrandPR serving as both an Account Executive and the Design Executive. Shelby works as a special events coordinator at The High Five GR. When Shelby isn’t at school or working she can be found enjoying the company of her friends.