Too often we see companies invest considerable time and budget into events but fail to take advantage of the valuable coverage and content that can only be captured on-site. Including your PR, digital, and content teams in the event planning process from the beginning can help avoid this issue. They can secure meaningful coverage and draft compelling content that will serve you well both during the event and in the days, weeks, and months after.
Here’s how to use PR and digital marketing to make the most out of your event investment:
Getting Media in the Door
Getting reporters to cover your company event requires more than just sending out a press release or media advisory. You need a really compelling hook, a unique story angle, something they can’t find anywhere else.
To that end, there are several steps PR teams can take to incentivize reporters to not only attend your event, but get exclusive, meaningful coverage out of it:
Build in an announcement: Incorporating a meaningful announcement about your company or product into the event that will generate interest from reporters and audience members is crucial to gaining media attention. Your announcement should be something out of the ordinary befitting of the event itself, like a new product or initiative. It should be teased well prior to the event to give reporters enough time to work it into their schedules.
It’s even better if you can promise reporters access to people they may not otherwise be able to meet. For example, when REQ client Virtru opened its new Washington, D.C. headquarters, we hosted an inaugural DMV Rising cybersecurity and risk management conference featuring D.C. tech community leaders and Mayor Muriel Bowser. The combination of a new HQ and heavy hitter attendees resulted in coverage in many of the region’s top-tier media outlets.
Offer on-site, on-the-record interviews with company leadership and customers: Providing access to spokespeople is one of the most powerful things you can offer. Reporters want interviews that allow them to customize their event coverage, resulting in a piece that’s unique to their publication.
Reaching out to customers prior to the event and ensuring multiple are willing to speak on the record with reporters can help draw in media interest. Be sure to give them plenty of notice so they can consult their legal and PR teams about whether they can provide on-the-record commentary. Additionally, carve out time in company leadership’s event schedule to speak with media covering the event.
- TIP: Have a dedicated team member on-site who is responsible for facilitating and potentially recording these interviews as they happen.
Offer to pay their expenses: If your event budget allows, covering reporters’ expenses can help draw them in. However, investing in media presence at events can be a delicate dance. Be mindful of ethical guidelines and industry standards regarding media payments. Some media outlets may have policies prohibiting journalists from accepting payment or reimbursement for attending events to maintain editorial independence and integrity.
Maximizing social media impact
An event’s success goes beyond what happens in person — it extends to the online conversations and interactions generated before, during, and after the event. Companies that only send one social media team member tasked with several time-consuming efforts risk missing key moments and leaving valuable content opportunities on the table.
Deploying a team of at least three people, each with their own role to play, can help you maximize your event’s social media impact. Ideally, you want:
- Someone to capture photos and video: Even if there’s a dedicated professional photographer at your event, having a person in charge of capturing behind-the-scenes photos and videos for social media is crucial in ensuring content can be turned around quickly. Professional photos often take several days to edit and distribute; smartphone pictures can be edited and uploaded in minutes. Make sure to include candid photos of panels and speakers as well as posed shots of attendees.
- Someone to write copy and hit post: There should be at least one team member dedicated to writing social media copy and pulling quotes from panels and speeches. If possible, ensure that person has enough information about the event, panels, and speakers to draft and pre-approve copy before the event. Make sure to tag event hosts, sponsors and speakers and create an event-specific hashtag for everyone to use.
- Someone to respond to online comments: Showing that you’re paying attention to what people online are saying can encourage more people to interact. While the other social media team members are busy capturing content and writing copy, the person in charge of online engagement can focus their attention on responding to questions and comments.
Creating and optimizing content
Large company events that bring current and prospective customers, employees, and company leaders together don’t happen often, and your team should take full advantage. Consider capturing content at your event that aligns with broader PR efforts and company goals, such as:
Customer interviews for case studies: Having multiple customers in one place can be a great opportunity to sit down for a 15-30 minute case study interview that can result in new business down the line. If your company has the bandwidth, send a couple of PR team members whose sole responsibility will be to conduct customer interviews. If you play your cards right, you can walk out of your event with over a dozen case study interviews in your back pocket.
Much like on-site media interviews, make sure you ask customers about this far in advance to ensure they’re comfortable participating . Additionally, make sure the customers have the interview questions in advance so they have time to prepare and gather any quantitative information.
Attendee and customer testimonials: Collect testimonials and feedback from attendees with key takeaways from the event and overall impressions of your company and product. These can be used for social media long after the event is over, and can be turned into a blog post on your company’s website.
Employee spotlights and interviews: Employee spotlights tend to perform well on social media, particularly LinkedIn. Take this opportunity to capture some content highlighting your unique work culture and employee base. These can be invaluable for attracting new employees, highlighting your culture, and boosting morale.
Conclusion
The life cycle of a company event begins long before the first panel, and can last for months after if you plan carefully. Working in lock step with your PR, digital, and content teams throughout the whole journey can ensure positive, detailed press coverage complete with customer interviews, social media copy for the foreseeable future, and customer case studies that can generate new business and live on your website for years to come.
