The most effective promotions and special events typically reach broader audiences than event attendees. With many companies competing for media attention, one of the greatest challenges is securing media coverage.  Consider the following actions to maximize the PR value of your company’s events:

• Identify a timely hook to spark the media’s interest in attending the event.
• Distribute news releases and/or media advisories several weeks before an event as well as a few days before the event.
• Develop e-mail alerts and materials that your company’s executives can distribute among your current and prospective customers and business contacts.
• Send handwritten notes and/or creative packages to invite journalists.
• Incorporate activities that will produce good photo opportunities. This is particularly important to television media because they rely on visual elements. Also, most newspapers are hungry for strong visuals. Depending on its quality, a photograph you submit might make it to the front page.
• Provide journalists with press passes and/or name tags so they can be properly identified at your event.
• Provide media kits that include your company’s recent news releases in chronological order, a company fact sheet, FAQs, executive bios and other materials for journalists.
• If your company’s budget permits, hire a photographer.  Your public relations counselors can distribute photographs to the media and secure additional coverage after the event.
• Provide journalists who attend the event with updates of your company’s news on a regular basis.
• Secure interviews with journalists who didn’t attend the event to provide them with a briefing of the event.