A public relations event is your opportunity to showcase your company and specific products or services to the general public. Obviously, with attendees and the press being present, you want to be professional, presentable, and engaging.
Here are a few tips to help you get your public relations conference going on the right foot:
1.) Set a Goal
Why are you holding the event? The question sounds simple enough, but it’s really important, and the answer needs to be specific. The answer shouldn’t just be “to promote the latest product.”
Be crystal clear and go deeper with goals that can be measured. So if the aim is to promote the latest product release, then how do you plan to achieve that? What’s the benchmark in terms of number of units you plan on selling on launch day? What’s the click-through rate you hope to achieve for the product’s main site? What’s the set-goal for the event hashtag?
Why are you holding an event? The question sounds simple enough, but it’s really important.
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2.) Be Timely
When are you holding the event? Is it on the day of a product release, or several days or weeks before? If the latter, do you have a social media strategy in place to keep the interest alive until the actual release day?
Here’s another thing to think about: Is the event held on an appropriate day? Ideally, you want to hold the event on a relatively slow day when there isn’t a whole lot of other things going on. If the event coincided with a high-profile sports game, or another major local event, then a good chunk of the attendees and press may attend those instead of your conference.
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3.) Invite Media
Obviously, a public relations event is all about building publicity. Sure, you can do that by livestreaming your event and pursuing other social media activity, but you also need the press on your side. Unless your company is highly well known, it likely won’t attract the established news outlets like CNN, Forbes, or Huffington Post. Nevertheless, you can reach out to local and city press.
It also helps to reach out directly to individual journalists and reporters instead of reaching out to news outlets. The latter receives hundreds of potential stories to cover daily, and your event will likely be overlooked.
Here’s something else to keep in mind: Journalists do play favorites. With this in mind, it helps to have these people in your inner circle. Build relationships with members of the press, comment on their stories, and suggest face-to-face meetings.
4.) Pick a Venue
A public relations event is also about creating a good impression. This is especially important if a good number of attendees are first-time visitors. With this perspective, a lavish venue that’s also a landmark will be far more impressionable than, say, a generic multi-purpose room at a school or city hall.
The venue also needs to be practical. Is there sufficient space and outlets for the press to gather and set up their equipment? The same applies if you’re hosting an outdoor event. On top of that, you should also prepare for bad weather with tents and canopies on standby. The venue layout needs to be charted out ahead of time to create designated spaces for staff, the press, and general attendees.
The venue is a reflection of the event as a whole. If you want to make a grand statement and get people talking, then you need an equally grand venue.
5.) Provide Food and Drinks
The purpose of the event is to garner brand exposure. Even so, you want the conference to be about fun and having a good time. Having food and drinks create a festive social scene. This creates a positive vibe and gets everyone in good spirits by the time you begin making your speeches, presentations, and announcements.
If your budget allows, consider a buffet. If all you can afford are light refreshments, that’s fine as long as you provide foods that evoke conversation and small talk. This includes beverages like sparkly champagne and mini sandwiches. If the venue has a bar, then hire a mixologist who can create delicious cocktails for guests.
Food also helps with your social media presence. Have you noticed that people often upload images of their meal on Instagram? If you serve food that is appetizing and visually presentable, then attendees will likely snap a picture and submit it in their social media using the event hashtag.
If you want to make a grand statement, then you need an equally grand venue.
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6.) Make it Social
The promotion doesn’t begin at the event and it doesn’t end at the event. It’s an ongoing endeavor that includes a heavy social media presence. Use a combination of Facebook, Twitter, LinkedIn and other social networks to create hype and anticipation. Also use your blog, YouTube channel, and newsletters to get the word out. This includes before, during, and after the event.
You can also use Instagram or Snapchat to send out pics, GIFs, and short videos of the conference. As for the event hashtag, continue to use it for at least one week after the event or release of a product or service. All the accumulated social media material, not to mention user generated content, also serves as useful material to help promote the next event that comes up.
Your event is all about strengthening your brand. The end result depends on the event’s ability to facilitate attendee and press engagement and enthusiasm. By incorporating all of the above steps, you’ll have a blueprint for a memorable public relations conference that achieves its intended purpose.
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