The Art of Attracting Media Attention
You need to think like a journalist before you even pitch to one.
Journalists are storytellers at heart. They’re not just looking for an event; they’re looking for a story—a hook that will capture their audience’s attention. That means your job is to craft a narrative around your event. Is there a unique angle? Perhaps it’s the first of its kind in the region, or maybe it’s bringing together a community in a way that’s never been done before. Whatever it is, you need to distill that story and sell it as the headline-grabbing moment it is.
For example, if your event is centred around sustainability—a hot topic in the media right now—highlight how you’re minimising environmental impact. Use statistics, compelling facts, and quotes from key figures involved in the event. The goal is to make your event irresistible to cover. Consider sending a press release to key media outlets, but don’t just stop there—offer exclusive interviews or behind-the-scenes access to journalists to entice them further.
Timing Is Everything
Even with a killer story, timing can make or break your media coverage. The lead-up to the event is crucial. Start teasing the media weeks in advance with smaller, tantalising updates. Whether it’s a big-name performer being added to the lineup or an innovative feature that sets your event apart, drip-feed this information to the press to keep your event on their radar.
Journalists work to deadlines, and their schedules can be unpredictable, timing your outreach is vital. The best time to send out press releases and updates is typically mid-morning on a weekday—after the morning rush but before the afternoon lull. But more than timing the release, it’s also about timing your event. Consider when similar events are happening and position yours strategically to stand out.
Creating a Media-Friendly Environment
Once you’ve secured interest, the next challenge is ensuring that when journalists arrive, they have everything they need to cover your event effectively. This means creating a media-friendly environment. Start with the basics: a dedicated media area where journalists can work, access to high-speed Wi-Fi, and plenty of charging stations. But don’t stop there.
Think about what will make your event truly stand out in the eyes of the media. Could you offer them a VIP tour before the event kicks off, or perhaps exclusive interviews with key speakers or performers? The more access and content you provide, the better the coverage you’ll receive.
And don’t forget about visuals. Outdoor events are ripe for stunning photography and videography, which can significantly boost your media presence. Make sure your marquee structures, stages, and key areas are visually appealing and media-ready. Professional lighting, eye-catching decorations, and thoughtful layouts can turn a good photo opportunity into a great one. A visually stunning event is more likely to be shared, not just in the press but across social media as well.
Leveraging Social Media and Influencers
Traditional press coverage is essential, but digital and social media coverage can amplify your reach exponentially. Engage with influencers who align with your event’s theme or audience. Their followers trust their opinions, and a single post from a well-respected influencer can generate significant buzz.
Consider creating unique hashtags for your event and encourage attendees to use them. Social media walls—large screens displaying live social media posts—can be a great way to get attendees involved and excited about sharing their experience. The more your event is shared online, the more likely it is to attract the attention of traditional media outlets.
Navigating Crisis Management
In the event of a mishap—a sudden storm, a technical failure, or an unexpected guest incident—you need to be prepared to manage the situation. The key is to stay calm, be transparent, and communicate effectively. Have a crisis communication plan in place before the event begins, so if something does go wrong, your team (and onsite security) knows exactly how to handle it.
Be quick to issue statements, provide updates, and if necessary, take responsibility. Journalists appreciate honesty and prompt responses, and handling a crisis well can sometimes turn a negative story into a positive one.
The Final Word
At the end of the day, media coverage is about more than just exposure—it’s about crafting a narrative that captures the essence of your event. It’s about timing, preparation, and the ability to adapt on the fly. And it’s about making sure that when the last guest leaves, and the marquees come down, your event is the one people are still talking about.
Even with all the right moves, securing media coverage is a challenge, one that demands as much creativity and precision as the event itself. It’s a game of chess, a delicate balance of strategy and timing. And when done right, it’s what transforms a good event into a memorable one.
