Media Events
Tips for planning a successful media event
A media event is a great way to gain exposure for your business and build relationships – if it’s well-executed. The key to producing a successful media event is careful preparation and attention-to-detail.
Start by assembling a small planning team; sit down together and clarify your goals. Consider your reasons for using the media and decide which outlets to target. Compile a rough guest list, as well as a list of what your requirements will be for the event (for example – catering, number and layout of seats, technical equipment, etc.). This will help make the task of choosing a venue much easier.
Venue
Your media venue must be easy for reporters to get to – find somewhere near the CBD that’s easily accessible by public transport. Remember that reporters go to dozens of similar events each week; to make your event stand out from the rest, try to choose a venue “with a difference” – somewhere a little more unique than a run-of-the-mill function room.
Present potential venues with your list of requirements to ensure they can fulfill your needs, and arrange to take a tour of the facilities so you can get a better sense of the atmosphere.
Timing
Aim to schedule your event in mid-morning – your media guests won’t have to struggle through peak hour traffic to get to you, and they’ll be left with ample time in the afternoon to produce their story.
Check the “What’s on” calendar in your city (this should be easy to find online) to ensure you don’t clash with any big public events. Melbournians can find this information on the City of Melbourne website.
Publicity
Invite your guests well in advance, and send out a media alert several days before your event. If applicable, include select specialist writers and reporters on your invite list as well as general news media. Identify your media event spokesperson and allocate time for interviews and photographs or filming.
Prepare an information kit for guests including the press release, contacts of project leaders, business cards and company profile. Compile a selection of good images and – if possible – some quality video to hand out to reporters.
On the day
Arrive early and check that all equipment is on and working (including your mobile phone!).
Welcome reporters as they arrive and give short briefing about what you have planned for your media event. Make sure you’re on hand to offer assistance and answer questions, but give journalists the space to find their own stories.
Evaluate
After the media event, de-brief with your team and prepare a short report about the event, documenting audience size, effectiveness and any of your staff’s opinions and recommendations. Make sure you collect news clippings, monitor coverage and prepare for follow-up publicity.