Holding a media event may come to mind for brands and organisations who want to rally awareness, launch a product, announce an important piece of information, or engage their audiences and stakeholders.
Media events can be effective at capturing attention and enhancing visibility by garnering media coverage. That said, it is important to note that there is no single way of mounting a media event—nor is it the only tool in a PR agency’s arsenal.
It’s not a one-size-fits-all solution, and you have to consider several factors before deciding to organise a media event — from your brand’s communication goals, overarching strategy, and the nature of your message, to your target audience and media list whose attention you want to capture.
This is especially true today, as we face a rapidly evolving media landscape and more ways to consume and produce content. These days, media relations go beyond traditional journalists working for legacy media outfits — and the type of event, subject matter, and themes will be relevant to different types of media, platforms, and content producers.
With more ways than one to convey your brand’s message, it’s essential to be judicious about the type of media event you want to launch. For example, should you hold a press conference, invite journalists for exclusive interviews for a product launch, or stick to a purely digital strategy instead?
Read more below on the other important things to consider before holding a media event.
5 Things to Consider Before Holding a Media Event
1. Does the media event match your goals?
Media events can be a strategic tool for helping your brand land in the news cycle and reach your target audience — yet not every brand update or announcement merits fanfare. Sometimes, distributing a press release or even reaching out to influencers can be more cost-efficient and effective in spreading the word.
These events can entail time investments for your brand and the press, so it’s important to consider whether the event you have in mind is in sync with your goals. A press conference is a tried-and-tested tool for helping address essential stories and helping journalists get face time with a prominent executive or spokesperson in a question-and-answer session. However, press conferences these days need to have significant news value for journalists to decide to attend — otherwise, nothing sucks more than a poorly attended press event.
2. What's your news hook?
In other words, consider the news value of your announcement or message. Reporters and influencers are bombarded with pitches every day. What makes your story unique and relevant to their audience? Is it a groundbreaking product launch, a new campaign, or a significant milestone? If your announcement feels routine, other alternative tactics such as a press release will be fine.
3. Know your audience, and how to target them.
Not all media outlets cover everything. Hence, it’s important to know the media list you want to reach — whether it’s journalists, influencers, or both. You also have to be familiar with what their preferred topics of focus are. It will be challenging to ask a lifestyle journalist or influencer to cover something related to B2B, unless you can find the link.
Sometimes, it even means considering niche publications with high engagement. Tailor your event format and messaging to resonate with their interests. A targeted approach is more effective than a generic blast.
4. Ensure there is value to being physically present.
Changing expectations and dwindling resources in the newsroom means that journalists have more things to consider these days other than hopping to all the event invitations of the day. So when you’re thinking of mounting a media event, ensure there is value for journalists to be present. Perhaps it’s an experiential event for the media and influencers that amplifies your brand’s message, or it’s an important leader from the organisation who flew in and is able to grant interviews for a significant news piece
5. Logistics and timeline
It’s also crucial to consider practical factors such as logistics and timeline. How much time do you have to organise and mount a media event? Be realistic about what you can accomplish.
Also, set a sufficient timeframe for journalists to be informed, as they and influencers juggle busy schedules and may not be able to RSVP on time if they receive the invitation on short notice. They may also want to conduct exclusive interviews and have enough time to plan their publication’s coverage, so take note of that, too.
Logistical hiccups from ill-timed planning can create a negative impression and affect the outcomes of your coverage — the media won’t be likely to publish anything when they’ve had a poor experience, and may even affect your brand’s relationship with them. Be smart about what you can accomplish with limited time and resources. Arranging one-on-one interviews with selected media and a key organisational leader may be more effective and takes less time to plan, than scrambling to organise a full-blown event in a short amount of time.
The right PR partners are crucial to organising and executing a successful media event — from planning the right format that best suits your brand’s goals, to leveraging relationships with suitable and relevant media.
Aside from having an expansive network across Singapore, Malaysia, and Southeast Asia, Blue Totem Communications’ team of communication specialists and creative strategists can help your brand plan, create, and activate media events that exude real impact.
Get in touch with us at bluetotem.co/contact-us today.
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