Event PR: Plan or #fail

One of the best arrows in an organization’s business-building quiver is a well-executed event. Doesn’t matter if it’s a seminar featuring your company’s expertise, or a massive trade show effort in Vegas – planning is critical to achieving that “well-executed” tag.

And, other than the actual value-delivered-in-the-room, nothing matters more than your PR strategy and execution in support of that event.

In other words, failure to meaningfully plan your event’s PR will likely mean event #fail.

The rules:

• Give yourself enough lead time: an effective event PR strategy requires enough time to make the connections that will ensure success. Media, industry influencers, key company executives – you have to have time to build awareness and buzz.
• Build an engaging and informative media kit: this is particularly important for big events like major trade shows. Why is your organization creating or participating in this event? Tell that story from the ground up: the keynote speaker(s), the industry folks you’re targeting, the team putting together the event, the city where the event is happening. Make it accessible, with downloadable PDFs. Add video if at all possible.
• Reach out early and often (within reason!): develop a robust list of contacts who can make a difference to the event – press, top industry bloggers, communications directors at top companies in the industries you want to have attend the event. Share your information in engaging ways – see Bullet #2 for tips.
• Craft a comprehensive message calendar: media outlets use editorial calendars – PR pros do, too. For every event, build an editorial calendar for your messaging outreach. Assign tasks, track progress: lather, rinse, repeat.