PR, or public relations, describes the process of getting information about your event to the public. Why do you need to build a successful event PR strategy program as an event planner? It comes down to reaching your audience.

Why do I need an event PR strategy?

Public relations for events is a vital part of a comprehensive event promotion strategy. By using local publications for PR, you can target your community, reaching prime potential event-goers.

But if you’re not approaching event public relations correctly, you’ll waste time without getting any press coverage. And with so many events out there, it can be hard to make it seem like your event is noteworthy.

To rise above the noise in journalists’ inboxes, you need to clarify why the public will care about your event’s story. Use these 10 simple steps to make your event PR efforts drive interest and attendance.

1. List the basic details of your event

The goal of event PR is to generate interest and registrations for your event. Make it easy for a press piece to turn readers into attendees by providing journalists with all the essential information upfront.

Get started with a checklist

2. Write your press pitch

As an experienced event organiser, you already have the skills to write a good press pitch because it builds on the same foundation as writing a strong sponsorship pitch. While sponsors might care about hard numbers surrounding your event, the press would likely rather hear the story behind the numbers.

Key questions to address in your pitch

3. Organise your event PR research

To maximise the ROI of your PR efforts, and as a part of your event PR planning, research which types of press are most likely to attend and cover your event. Once you know which publications to target, identify the sections, writers, and editors who focus on the topics related to your event. Lastly, consolidate their contact information. Organise all of this research into your event media list.

Capture key information in your media list

Leave at least one blank status column in your spreadsheet next to each contact’s name so you can track the progress of your outreach.

4. Include local listings and event calendars

Remember to include local publications, relevant listings, and event calendars in your PR research. These are often free and require minimal effort.

Use search terms to find relevant index publishers

5. Leverage event headliners for PR

You’ve already worked hard to get great speakers and talent for your event. Use their influence to secure press coverage by including them in your pitch. Why not use your lineup to expand your media list, identifying journalists who’ve interviewed your performers before?

Expand your media list based on talent

6. Start event PR outreach early

All publications have a lead time, so you have the best chance of success by giving them as much advance notice as possible. Aim for at least one month before your event to target online publications and at least two months before your event to target print publications. The larger the publication, the more lead time they generally require.

7. Create compelling PR assets

The press wants to engage its readership. One way to help them is by offering visuals of your event. This benefits you because it makes publications more likely to cover your event, and pictures can help convert readers into attendees.

Ways to create visual event PR assets

8. Choose an event hashtag

Social media is an important part of modern event promotion. Define an event hashtag and use it consistently. If you have the resources, you can also build a social media strategy for your event to yield long-term results. If your hashtag builds traction, it can be a great point of credibility that your story will register readers.

9. Track your event PR efforts

While it sounds simple, many event organisers fail to secure press coverage because they don’t follow up. Keep track of your outreach in blank columns on the media list you already created.

Track key information

10. Invite the press to your event

Great event PR doesn’t stop when the event begins. Build a long-term relationship with press contacts by giving them complimentary access to your event. They may provide live coverage or introduce you to more connections in their field.

Ready to build your strategic public relations plan beyond basic outreach? Learn how to build a communication strategy that engages your attendees before, during, and after your event.