Defining a clear objective and message are some of the things to sort out before an event
A few decades ago, public relations events were limited to press conferences to make some important announcement, and distributing a press release so the information would get published. Today, well into the 21st century, the way we communicate and consume has changed, and so attendees at an event — journalists, editors or influencers — now demand new formats that make an impact, deliver a message that truly wins them over, and get them to connect their followers or readers with the brand.
Whether it's an open house to show off some modernization program at the company, workshops for tech companies that want to explain how their solutions work, training sessions or workshops for journalists run by educational institutions, or even the well-known press conference, events have always served as a communication tool that strengthens ties with our audience, and from a marketing standpoint, they're a good way to drive a company's business strategy.
But what should we keep in mind before planning and choosing the best event format to spark a client's interest and pull off a successful event with a large media turnout?
Altavoz Comunicaciones shares a few points to keep in mind to capture the attention and interest of your different audiences through an event.
1. Prepare a plan and define your goals.
Before thinking about the event's activities, it's essential to put together a plan to define the type of event, with clear goals in mind and thinking about what the brand wants to communicate, how it wants to be perceived, and what creative strategy it will use to engage attendees. It's important not only to think about the lead-up and the main event itself, but also about follow-up actions that keep people talking about your announcement.
2. Who is your audience?
If you don't know how to classify your audience, it will be hard to get them to attend your event and receive your message. Keep in mind that once you've identified them, you also need to know the journalists, their sources, and the interest groups related to the brand, product or service being discussed. Review the posts and preferences of potential guests, and do a thorough search for those mid-reach micro-influencers who might fit your brand strategy.
3. Define the type of message you'll deliver.
Talk with your client about the message to convey — it needs to be nailed down and standardized as much as possible so you can then write a few key messages that will be repeated consistently to position your product or service, weaving them subtly into the talk. That way, whoever receives it won't feel bombarded with advertising, and will take the information as their own.
4. Build a schedule.
Once you've defined the plan, the goals and the target audience, you can start preparing a schedule listing each of the activities to follow. Don't lose sight of your invitations — you need to be clear on which channels you'll use (email, banner ads, social media, etc.) and, above all, how much you'll spend. Always remember to send a save the date email so recipients can block off the date on their calendar ahead of time, and build friendly relationships with social media influencers based on their areas of interest.
In conclusion, it's always necessary to act with a plan. This way, you'll not only guarantee a full house, but you'll also capture your audience's interest.
There are countless events out there that media outlets and interest groups could choose to attend. Set yours apart from the rest by following these recommendations.