If you have ever planned a party, you know the nagging thoughts… What if nobody comes? What if I chose the wrong day or time? When it comes to planning a news conference or other media event, you also must worry if some competing news knocks your event off the coverage schedule. It happens. Weather happens. The biggest local news story of the month happens at the most inopportune time.
Recently, a client had a large event related to safe driving and teens that initially garnered media interest. Two days before the scheduled event, Hurricane Helene severely impacted the local area as well as the entire region. The weather was still questionable the day of the event making the outdoor visuals that would have garnered television news coverage a less attractive option. Fortunately, in this case, another event was scheduled later in the week, and we were able to redirect media to that event.
A few years back, our own ribbon cutting event was cancelled due to unexpected winter weather. Yes, the food was ordered and the invitations were out with no time to cancel. The few guests that arrived made use of their four-wheel drives to get home.
In both of those cases, we were still able to capitalize on the investment made in the event by sharing photos on social media. In the case of the ribbon cutting, it made for some humorous posts and long held memories.
So even in these worse case scenarios, planning a media event is still a risk worth taking. Attracting coverage for your company or cause has many benefits. Just be prepared to roll with the unexpected.
Some tips:
- Keep your media contact list updated so you can reach out to media at a moment’s notice to keep them posted on schedule changes.
- Use the suboptimal timing of your event as an excuse to follow up with target media especially those who had received a media alert or invitation.
- Send a post event news release that includes a wrap-up and available photos and see if the media outlet can use it for online coverage.
- If possible, provide an alternative event or photo opportunity in the very new future.
- Make your own news – include event details in newsletters and social media posts.
- Don’t forget to have your news release prominently featured on your website.
This blog is courtesy of MMC Media Relations Manager Malinda Lackey.