Event PR: you need specialists, not generalists
We don’t mean to ruffle any feathers here, but there have been multiple times that a potential or new client has told us their previous agency was a superstar in their niche or industry…but didn’t have expertise in the events space. It’s not surprising, and it’s also not the fault of the PR agencies, because you really don’t know what goes into an event until you know.
We’ve got a huge 70+ years of combined experience across event PR, and they’re so much more than an add-on. They’re a behemoth unto themselves. When we work on events for our clients, we’re not just thinking “How much press can we get for this?”. We’re thinking about messaging, ticketing, logistics, exhibitors, sales - the lot.
Here are just a few things your agency MUST be on top of before embarking on your event PR:
Understanding all stakeholders
When you’re doing PR for events, it’s not just the event organiser you’re working for – it’s the exhibitors, speakers, sponsors and partners. It’s anyone and everyone who is invested in that event - and it’s your job to deliver and add value for ALL.
Splitting the workload
By inviting exhibitors to collaborate with your PR campaign through blogs, media articles, videos and social content, you can amplify your message and make your campaigns work harder while adding value - all for free.
Making your own news
If your exhibitors aren’t launching anything, you need to make your own news. Look for relevant news milestones or awareness days and create your own content that piggybacks on this, giving you a chance to get an event credit in the media.
Keeping social media buzzing
There’s so much to be made of your event or company social media platforms in the lead-up to an event. It’s important to have an all-year-round awareness campaign to keep attendees warm, rather than popping up out of the blue a couple of weeks before.
Timing is everything
It’s critical that your PR messaging lands in line with marketing messaging, and that means understanding when, why and how people buy or register for tickets. It’s also important to know when (and how) to ramp up to help hit those all-important KPIs.
If your agency isn’t ticking every single one of those (and then some), it’s likely your event won’t get the traction it deserves. So, to make sure your event runs smoothly, with the best possible event specialist PR minds behind the scenes, drop Charlie an email at charlie@bigtop-pr.com.