To optimise your media coverage of any event, you first need to cultivate good relationships with your media partners. These days, it’s easier than ever to create and nurture these relationships. Reach out and connect to their, for example, social media channels and make sure you stay in touch with them frequently – before, during and after any event, but at other times as well. The idea being that active, engaged relationships keep everybody switched on and interested.
To increase media coverage at your event, first, expand the event theme into on-point key messages for the attending media outlets. Every media channel has their own angle and specific point of view. Matching your messages with the right media to feed them the right information means that they can use the info quickly – that’s good for them and good for your event.
Second, optimise your use of online media. Take advantage of the fact that online channels allow and encourage more audience interaction by tailor-making incentive programmes for their different audiences. Social media-based games and contests are popular these days – we encourage our clients to provide branded event collaterals to online media channels; these can be used as contest prizes to help boost engagement.
An edited version of this insight appeared in CEI Asia magazine in November 2017.