How To Get Local Media To Cover Your Event

Whether you're organizing a summer camp in the forest or the largest sci-fi convention in the city, there’s no reason for the excitement of your event to die when your attendees walk out the door. If you capture the attention of local media, people will talk about your event for days to come. Media outlets are constantly on the lookout for fresh, relevant stories that captivate the audience. Positioning your event as newsworthy and time-sensitive increases its appeal to journalists seeking content to fill their platforms.

It turns out that you don’t have celebrities at your event to attract the press; you just need to be strategic. Keep reading, and we’ll teach you the media ins and outs, as well as the necessary steps to attract the press to your event. 

The Importance of Media Coverage for Events

In the event space, media coverage is a powerful tool that can elevate multiple aspects of your event. Media coverage helps amplify your event’s message, generate excitement, and build credibility. Whether it's securing coverage in local newspapers, getting featured on influential blogs, or harnessing the power of social media, media coverage can enhance the visibility of your event and attract attendees who might have been in the dark otherwise. By strategically leveraging media coverage, you can create a buzz beyond your immediate network, positioning your event as a must-attend experience. 

Preparing for Media Outreach

To maximize the exposure and success of your event, preparing for media outreach is a crucial step. Use the tips below as your guide.

Step 1- Build a Media List

Building your media list starts with keeping an updated list of media contacts. Fortifying your list with a variety of contacts will help the rest of your process run more smoothly when the time comes. 

Ideally, you have established media connections well before your event. If you’re starting from scratch, begin by gathering the contact info of local newspaper reporters, TV affiliates, and radio stations. Reach out to bloggers and online influencers with content relevant to your event as well.  

Step 2 - Craft a Media Coverage Request

Crafting a compelling media coverage request for your event is key to capturing the attention of journalists and influencers. Start by introducing your event in a concise and engaging way; highlight key details such as the event theme, date, location, and target audience. Showcase any unique features, keynote speakers, or exciting activities that make your event stand out. Provide relevant background information about your organization or previous successful events to establish credibility. Be sure to articulate why media coverage of your event would be valuable to their audience and how it aligns with their interests or beats. Finally, include clear contact information and a call to action, inviting them to learn more or arrange an interview.

Step 3- Write a Compelling Press Release

A press release is a short but detailed message that alerts the press about your event. If you want the media to show up, you need to make the press release compelling. Here’s a list of what to include:

• + Key logistics of when and where the event takes place.
• + The heart of your event’s purpose.
• + The brands sponsoring the event.
• + Unique aspects of your event
• + Quality photos 
• + A final summary with a call to action.
• + Your contact information.
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Once you have a solid draft, save the content template and repurpose it later.

How to Contact Various Types of Media

Building genuine relationships with media contacts can lead to long-term coverage opportunities for future events. Customizing your approach to each type of media outlet will increase the chance of receiving a response. Below are some tips for contacting different types of media.

Print Media (Newspapers and Magazines): Research journalists who cover topics related to your event and create a personalized pitch emphasizing why your event would interest their readership. Consider offering exclusive content or interviews to increase the appeal.

Broadcast Media (TV and Radio): Pitch your event as a visual or auditory story. Highlight elements that make for compelling footage or soundbites. To make their job easier, offer to provide visuals, such as pre-recorded interviews or other footage.

Online Media (Blogs and Influencers): Look for bloggers and online influencers with an aligned audience. Reach out with personalized messages emphasizing how their platform can benefit from covering your event. Offer incentives such as VIP access or exclusive content for their followers.

Social Media: Utilize social media platforms to engage with journalists and media outlets. Follow and interact with their content, then share relevant updates about your event. Other platforms with direct messaging, such as Twitter or LinkedIn, can also be effective for initiating contact.

Execute a “Media-Friendly” Event

Contacting the media is only the beginning of success with the press. Use the tips below to execute a media friendly event. 

• A clear calendar: Check the local calendar to ensure your event doesn’t compete with other big events, especially if you share a similar audience.
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• Appealing visuals: Your venue doesn’t need to look fancy or perfect, but make sure it’s clean and in good condition for taking photos that people want to share.
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• Media-friendly people:  For events involving interviews or panels, select people who love being on camera and light up when they articulate their experiences. 
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• Dedicated media space: Whether it’s for note-taking, filming, or conducting interviews, provide space for the media to do their thing.

Follow up After Your Event

Sometimes, despite your best efforts and most thoughtful preparations, the media still doesn’t make an appearance. Don’t give up, however, because there’s still an opportunity. Immediately after your event wraps up, send any relevant materials, including photos, videos, quotes, and a summary of the event, to your media contacts. Tag journalists and photographers on social media when you post about the event. Even when it’s delayed, attention from the press will still benefit your event.

Sample Pitching Strategy 

Imagine you've planned an affordable housing seminar for Friday at 6:00 p.m. Here's an example of how you might schedule the outreach leading up to the event. 

Once the event is confirmed: Send a quick email to the key reporters you know, alerting them about the event so they can schedule you into their calendars well in advance.

Monday morning : Email the comprehensive event details to the print reporters on your media list. Consider including a personal note atop your media advisory, too.

Thursday mid-morning: Send your media advisory to TV and radio stations. 

Thursday mid-day: Call the station’s Assignment Desk to confirm they've received your advisory and added it to their assignment book. 

Thursday before 6:00 pm: Check in with print reporters and the station to see if they can make it. 

An hour or two before your event kicks off: Touch base with stations once more to finalize their coverage plans. While this might seem last-minute, stations often delay their final decisions until right before an event.

At the event: Introduce yourself to the attending reporters as the press contact for your seminar. Give them an opportunity to speak with someone with a compelling story pertinent to the event. If you haven’t already, collect their contact information so you can check in with them later.

Friday evening or Saturday morning: Follow up with the reporters in attendance to see if they have any questions and offer further details. Also, keep an eye out for any coverage of your event. Share any positive coverage across your social media platforms for maximum visibility.

Attracting media coverage can significantly impact your event. For best results, follow the tips and practices in this article. As always, if you have any questions or concerns, don’t hesitate to contact our support team.

Here to help you have your best event ever!

— The RegFox Team

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