One of the biggest headaches for people working in PR firms is always the task of getting traditional media to cover their events. Somehow, there exists some level of poor working relations between the two professions. The good news is that with the right strategies, PR companies can catch the attention of the media. Some of the tips that will help PR agencies to get media to attend their events include:
Identify Specific Reporters
Public relations officers should never make the mistake of sending a blanket invite to journalists. Newsrooms get a lot of invites every day. Chances are that if you send the invite to the general newsroom email, it will get lost among the many different emails they receive. Identify a journalist who covers the beat that your event falls under, and then send a personal invite to them directly. This works because you can follow-up with them to check they recieved the invite, and they can also call you back to brainstorm on potential story ideas. The reporter can also direct you towards who to invite in other media houses.
Do not wait until the last minute to start sending invites. If you are late, you will most probably find that the journalist is already booked for another assignment, since journalists tend to have a very busy diary. Send the invite with plenty of notice and then a few days before the event you should send them a polite reminder.
Make it Newsworthy
When you are writing the press release or doing a press invite, you should make sure that it is clear from the onset what the event is about. Remember that journalists write for their readers, so the first thing they will ask is why the event is important and why their audience of readers should care about it. They will also want you to be clear about how the general audiences will benefit from reading about the event.
Have Materials Ready
There is nothing more frustrating for journalists than getting a press invite and realising it is vague. You should be clear on the venue, who will be attending, the time that the event will be happening, and when it will end. Journalists are busy and won’t waste time trying to investigate what time your event is happening. When you are concise and clear, and you have the materials such as press releases and additional reading materials, it becomes easier to catch the attention of the journalists. Above everything, you should maintain rapport and build a good relationship with the journalists.