What makes a successful media event: newsworthiness, perspectives, and good preparation
Summary
In today’s world of hybrid work, many meetings are held via Teams or Google Meet. Travelling from one place to another takes up valuable work time, so we meet each other on screen. This also applies to media relations: interviews are conducted via apps, and webinars are organised for larger groups of journalists.
Journalists are notoriously busy people, so it’s quite understandable that they don’t go out to cover every story in person. Traditional media events still have their place, as long as you offer journalists value for their time. In this exchange, the key currency is newsworthiness.
Especially in fast-paced news work, it’s difficult for journalists to commit to attending a company event on a specific day at a specific time. You can never know exactly what kind of news day is coming, so it’s understandably difficult to promise to show up. The event must be compelling enough to remain on a reporter’s radar as a potential story.
How to succeed – five tips for organising a media event
If you have something interesting to share, it’s definitely worth organising an event. But what should you consider?
Program
The program must be the right length – a half-hour session won’t get people moving, but a half-day session is too much. The content should offer different perspectives and/or new information whose significance extends beyond just the company’s bottom line. Provide pre-planned story ideas: what data, perspectives, or people could the media use?
Speakers
The type of event naturally determines to some extent who makes sense to have speak. For example, an event built around a specific social issue should also include external, “neutral” expertise. At its best, an external speaker brings not only credibility but also appeal – especially if they have something new to say or offer different perspectives.
Timing
The date and time matter. There’s no point in trying to lure business journalists to a media event in the middle of the busiest earnings season, and it’s not necessarily worth trying to compete with summer cottages and SuomiAreena during the week after Midsummer. People are most available on weekdays during office hours or immediately afterwards. When planning an event, it’s also worth checking for overlaps with other industry events, competitors’ announcements, and other media events.
Location
It may seem obvious that you shouldn’t hold an event at a location that’s very difficult to reach. Attendance will certainly be higher if the venue is easily accessible and the trip there doesn’t take too long. It’s a good idea to include directions in the invitation on how to get there by car and/or public transportation.
Place
The venue’s layout doesn’t really affect whether journalists show up, but it can certainly influence how they feel when they leave. In a comfortable setting, conversation flows more naturally, and coffee or refreshments keep everyone’s spirits up.
Planning a media event may seem like a lot of work – but it’s worth it. If you’d like some brainstorming or help with the execution, please contact us! We’re also happy to assist with other aspects of media planning and execution.
Katja Espo
Business Director, Strategic Communications, Partner
+358 40 511 4800 katja.espo@irpartners.fi