Events, whether they are industry conferences, webinars, or trade shows, provide unique opportunities for brands and organizations to interact directly with their target audience, share valuable insights, and solidify their positioning in the market. Participating in an event can offer numerous opportunities for PR exposure, lead generation, and brand building. However, these benefits don’t just happen; they require careful planning and execution.
To get the most out of taking part in an event, a robust PR strategy is crucial. Here’s a comprehensive PR checklist that will help you get the most out of your event participation – pre-event, during the event and post event.
Pre-Event Planning
Research and Choose Wisely
- Event Relevance: Make sure the event is relevant to your industry and target audience.
- Cost-Benefit Analysis: Weigh the costs against potential returns. Look into sponsorship opportunities, if applicable.
Initial Announcements
- Save-the-Date Emails: Send out “save the date” notifications to your mailing list, letting them know you will be participating.
- Social Media Teasers: Post teasers about the event and your participation.
Content Creation & Press Outreach
- Press List: Create a list of journalists and influencers who will be interested in your participation.
- Press announcement: Announce your participation through a press release or a press note to distributed to relevant media outlets to share why you are participating, what they can expect and who they could talk to when they are there. These should include links to an electronic press kit that should include company profile as well as spokesperson bios and photos.
- Blogs and Articles: Write pre-event blogs discussing your participation, what you’ll showcase, or industry issues that might be addressed at the event.
During the Event
Social Media
Leverage your social media to share live updates from the event. Explore video and “Go Live” options on Instagram or Facebook Live to broadcast key moments if that is where your target audience is. These could also be used post-event to keep the participation top of mind when you communicate with your contacts and your customers.
Press Engagements
Using your pre-event invitation and communication with the media, schedule quick briefings or interviews with key journalists that address your target audience. Have digital or printed press kits ready.
Post-Event Follow-Up
Thank You Emails
Send personalized thank-you emails to new contacts and to media that you connected with at the event. Ensure that you follow up on all the promises you made at the event.
Post-Event Content
Write blogs or case studies highlighting your experience and share the visual content captured during the event on your platforms. Summarize your experience, major takeaways, and any notable interactions and share them with key media. If you had a new partnership or a new customer established at the event, that makes a great story for the media.
By meticulously planning your PR activities before, during, and after the event, you can ensure maximum visibility and engagement, setting the stage for lasting business impact.
Here is a link to the Google sheet that might help you to keep track of your event PR and Comms.
