Great public relations can help your company break through the noise that can sometimes dominate a busy event. Remember, you are competing with many different companies for share of voice, and a solid PR strategy helps you get heard by prospects, customers, as well as important media outlets. You’ll need a different PR strategy based on whether you are hosting or sponsoring an event, but for both you need to formulate a solid plan.
There are many things to take into consideration when creating your PR strategy. If you need some help laying out your plan, be sure to download our new Public Relations Strategy Worksheet for Events. (no registration required).
Event Goals and Metrics
Before any event, it is crucial to determine your event goals for PR. What are you planning on getting out of the event? Also consider your tangible goals and metrics for the event. How many press releases will you write? How many briefings will you pursue? For press releases, you want to make sure you ask the right questions, if you need some guidance take a look at our free Press Release Information Gathering Worksheet.
When sponsoring an event, one of your key challenges may be breaking through the noise, especially at large shows with many sponsors. Take this into consideration and know that you will need to come up with a special hook to get yourself noticed. If you are hosting your own event, you don’t need to yell through the noise; instead you will have the perfect platform to let your company shine.
Here are some tactics you can use to rise above the noise:
- Focus on influencer relations – The media at noisy shows will be flooded with inquiries. Instead of focusing on getting media spots, invest time in influencer relationship building.
- Ask, don’t tell, your analysts – Analysts are booked solid with companies looking to tell them about the next latest and greatest. Instead of telling analysts your pitch, ask them questions about your space and the industry. Show that you care about what they think. An analyst at a busy show might be more apt to take your meeting if you position it as being in need of their expertise.
- Love on em’! – Invite your prospects, customers, and influencers to lunches and special events. Also make sure your briefing rooms are comfortable, inviting, and in a tranquil setting away from the rest of the conference.
- Beat the drum and keep it rolling – Plan and start promoting early. And always feature a call to action. Come to our booth! Download our whitepaper! Come to our sessions!
Do you have any news to announce at the event? While nice to have, it isn’t necessary. However, if you do not have any news, you need to figure out your angle for the show. What will you announce and how will you announce it? You also want to take into consideration what the rest of your year looks like as far as PR announcements and how you can roll your event announcement into your marketing calendar.
Once you have conducted your situation analysis and created goals and metrics around your event, you are ready to develop your strategy. This will include mission statements, a plan, and a list of tactics that you will employ to achieve your goals. Fill out our Public Relations Strategy Worksheet for Events to get started.