In our modern world oversaturated with information, an event is considered to have taken place only when it is spoken about. This is especially true for events, in particular — narrow-profile sphere (conferences, forums, presentations, exhibitions, congresses). And in order for people to talk about the event, they need to find out about it from somewhere.
And often there are only two such channels: social networks and media coverage of the event. So if you want to successfully promote your brand in society, you first need to realize that it is impossible to do without interaction with thematic media in your field. And how to make this interaction successful for both parties — read in the material estet-portal.com.
Important Media Rules for Event Organizers
First of all, we would like to note that the communication of event organizers with the media is by no means limited to sending out press releases (how to write them correctly — read in this article) or placing publications in specialized publications. Although both the first and second points are undoubtedly very important in building the right system of interaction, one should not forget about the other.
Most open mass events require a very active, but very well-constructed promotion of — otherwise, the audience, blinded by the constant information noise from the outside, may simply not notice the event. Therefore, the development of an event-promotion strategy and tactics, which has many of its subtleties and nuances — a real professional challenge even for experienced marketers, advertisers and PR people. It is unlikely that the client himself will cope with it — This is best left to the professionals. After all, from the slightest oversight, not only the event itself will collapse — a stain on the reputation of the organizer, which will remain in the memory of the public for a long time, has much greater consequences.
Informational and advertising support of events by media representatives — win-win process for both parties.
For example, we at estet-portal.com know how important it is for our partners and clients to have comprehensive coverage of their events, since serious events are part of the information strategy of companies and become key informational occasions for advertising promotion. And we know that the popularity and recognition of the brand, the reputation of the company depends on the quality of the materials published in the media following the results of the events.
Therefore, we are ready not just to cover events, but to carry out work to a higher level — with the involvement of journalists, SEO-authors, videographers, PR managers and other necessary specialists.
However, for successful lighting, it is not enough to work only on one side. It is required, at a minimum, that event organizers realize the scope and serious role of the work being done by the media. Since, alas, not all companies have come to this point of view so far, continuing to consider media representatives as "service personnel" in the old fashioned way. And as a maximum - & nbsp; common efforts and well-coordinated work of the organizing team with media representatives are needed, which will bring the event to a high level.
Ideally, if you work with a team of professionals, then the lion's share of informational powers can be delegated to them, helping them to do their job as needed (that is, usually — at the request of media representatives) organizational and informational.
Remember a few important rules for mutually beneficial cooperation with the media when organizing events.
1. Try to perform all actions promptly and concisely.
Experienced media partners of your event, most likely, already know what information is usually the most important and useful when promoting an event of this nature. Therefore, do not overload them with unnecessary details and unnecessary verbal garbage. Give information clearly, concisely and to the point. If media representatives need additional data, they themselves will turn to the organizers with leading questions.
By the way, informational materials and press releases should be sent to the editors in advance, and not a few days before the event.
In general, an information campaign to support events is usually divided into 3 main stages:
- Announcements
- Direct support of the event itself
- Summing up.
2. Do not try to cooperate with all the media at the same time — look for key media players in your field.
No matter how high level or scale your event is, but if it is only interesting for narrow-profile specialists, then it makes no sense to scatter your attention on universal media. It's like shooting sparrows with a cannon, hoping to hit the target.
Better isolate and partner with a key known media outlet on your topic to ensure that your ads are under the scrutiny of your target audience.
Yes, maybe less people in general will see it — but more of your potential clients/partners/sponsors. In addition, this way you will not scatter your advertising budget into the void, but direct it to get a specific clear result.
For example, estet-portal.com has been a popular online platform for medical professionals, cosmetologists, and patients for many years, and has practically no competitors in its niche.
3. Build priorities in cooperation.
Remember that it is necessary to solve the information problems of journalists during the event in the first place. Even sooner than the problems of employees or partners. After all, it is the journalists who will form the opinion of the public about your event. So the maximum awareness of the media staff, courtesy and the maximum willingness to provide all possible resources for the work of — priority task of the organizers.
Interaction between event organizers and media representatives — just the case when the interests of both sides intersect in a plane beneficial to all. Therefore, in order to receive high-quality informational event coverage and exclusive content, the parties need to remember mutual respect and each other's goals during all stages of cooperation.
Read also: Internet publications: why the future is on the Internet
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