EVEN before we were forced into lockdown, the nature of media events was changing. I have a few theories and observations to share. Please add to my points or disagree if you think differently.
Media attendance at events has been on a decline but it’s not a personal issue, it’s got more to do with the structure of media than your event.
When the old ad-driven business model was bringing in a steady flow of advertising revenue, newspapers (as an example) could afford to employ full-time journalists. As part of their working day – and evenings – they would attend events, ‘chase ambulances’ and gather news. You could be certain that a ‘beat’ reporter – on health, business, or motoring – would attend your event if it was on their ‘beat’.
With newsrooms leaner, any time a journalist (often freelance) spends outside of submitting clickable stories, is potentially sacrificing time that could be spent earning an income from another story. Editorial resources are thin, so consider what real benefit someone attending your event will gain. A free lunch and novel corporate gift don’t cut it.
Tips to get the media to attend
- Plan and, if you regard a few key players as a priority, ‘save the date’ with them early. If out-of-town travel is involved, this should be discussed 3-4 weeks in advance. Sending invites out two weeks to ten days before local events is adequate.
- If you are flying people in and putting them up overnight, rather budget for your top three + partners than a top 6 without partners.
- Don’t describe the event as ‘a surprise,’ give them a schedule of who is speaking, whether there’s a tour and how many other media have been invited.
- Badgering journalists to attend doesn’t work. You’ve got a good chance of them saying they’ll attend (with no intention of coming) just to stop the nagging.
At the event
- Reward those who attend with something unique for their media. This could be an exclusive voice clip, an interview, or a photo opportunity. Remember journalists are competing with each other.
- If you’ve planned something that will look great on social – like popping streamers, or a whizz-bang reveal, warn everyone, so that they can set up for the shot.
- Have the press release/s ready at the event and speeches shortly thereafter. Include hashtags upfront.
- After adapting to remote work, journalists want value for the time they’re investing face-to-face. What they get out of the event needs to be worthwhile. Can they interact with leading thinkers, make new contacts, or get exclusive content?
Real-time coverage
- Hosting your event on Facebook or Linked In live, or posting live content expands your real-time audience which feels as though you’re inviting the world. But online content is also infinite which means you’re competing with a lot of noise.
- Influencers in your industry can help you get heard. These can be individuals or the digital platforms of established B2B media. Just a note though – more isn’t better, so limit live content to a few hard-hitting, attention-grabbing quotes and acts.
- Most content from your event, even if posted live, will not be consumed in real-time. So you can also post edited, considered collateral.
Attractive alternatives
- Events tend to gobble resources faster than you would like. That Big Bang might be better spent cultivating a few key relationships.
- Webinars are well-attended for product launches and information sessions and they can work well as remote press conferences.
Your industry, service or product might lend itself to something more unconventional. Before you pencil in the Big Event, consider whether there isn’t a better mousetrap.
The media want captivating content for their audiences, and we want to gain good exposure for clients (without wasting resources), so both parties gain if we get things right.
