Five Tips for an Off-the-Hook Media Event

Nicole Alley

Nicole Alley and Christina Loznicka, APR are spokespeople for the Allstate Insurance Company in Denver. Their most recent media event, a distracted course for teens at INVESCO Field secured more than 35 broadcast hits.

If you’ve ever planned an event that was intended to draw media you are likely to have experienced the following symptoms:

• Heart palpitations
• Pacing
• Tendency to stare at your cell phone as if willing it to ring with a news producer on the other line
• Irritability
• Sense of euphoria when a news truck pulls up to your event

Christina Loznicka

The following are tips to consider before your next media event:

1. Make yourself accessible: Timing is everything and the more available you make yourself (or spokespeople) to the media, your odds of securing an interview increase considerably. Even if your event does not begin until later in the day, consider offering a sneak preview to reporters for the early morning shows. Offer to come into the studio.  The easier you make it for the media to cover your story, the harder it is for them to say no.’
2. Cast and catch: Pitching a story is similar to fishing. Just because you have a worm on the hook, doesn’t mean that the fish will bite. You have to make your story relevant, compelling and visually appealing.  Offer interesting spokespeople who have different perspectives. Sell the pitch in the subject line of your e-mail or chances are good that your pitch will never be read. Invite reporters to experience whatever it is you’re trying to get them to cover. Make sure you’re pitching beyond the news desk by targeting reporters who are covering stories similar to the one that you’re pitching.
3. Engage, Engage, Engage: The beauty of social media is in its ability to create and maintain relationships with previously inaccessible people. While you may want to proceed with caution before pitching via Twitter, where else would you learn that you and your targeted reporter went to the same concert last night or have the same addiction to baked goods. Not only will following your favorite newsroom gatekeepers provide insights into their personality, it will also give you a preview into what they are covering. Use social media to go into the editorial meetings and if you see they are looking to cover your topic (or one similar), a quick follow-up call may very well seal the deal.
4. Be persistent but don’t be a pest: Follow-up is crucial to any media event. Just because you know you have a fab-o event, don’t assume the media feel the same. Send out a quick advisory in advance and follow-up to make sure the desk has it filed in their daybook. Use the newsroom schedule to your advantage (call early mornings to reach those critical AM producers, call before editorial meetings so your event is top of mind when they allocate crews). Remember, no one can predict the news, so no one will commit a crew for your event too far in advance, but by placing yourself in the collective conscience of the newsroom, the odds are in your favor.
5. Don’t underestimate the power of a press kit: Press kits can help you garner extra awareness about your event if they’re done right. We’re not talking about mailing or dropping off a folder containing a press release, fact sheet, annual report and your business card – that’s certain to end up in the recycling bin. Make your kit irresistibly ignore-proof by creatively tying it to the event. Include a few treats in your kit and it is certain to draw some attention. The press kit won’t be the determining factor for covering your event, but it could help build additional buzz and interest.

PR practitioners can never overcome breaking news that may trump our events, but with a compelling story and a little persistence, we can make sure that the media are aware of our events – and in the world of PR, awareness is half the battle.

-Nicole Alley and Christina Loznicka, Allstate Insurance Company