Tips for turning a dud media event into a PR win

A media event can be a PR pro’s best friend. In an ideal scenario, major news outlets gather in one place, your speaker has their talking points ready and a support network is on hand or in the audience.

But this doesn’t always happen. There’s no guarantee the media will show up, and even if they do, the resulting coverage might not be what they’re looking for.

Savvy communications professionals can use these events to reach their audiences, however, Advancements in the industry, such as better video conferencing technology and the adoption of a brand newsroom, have made it easier than ever to share important messages, according to Jaclyn Rothenberg, the director of public affairs for FEMA.

“If a tree falls in the woods and no one is there to hear it, does it make a sound? It doesn’t have to nowadays,” she said.

Rothenberg and Next PR VP Shannon Tucker talked to PR Daily about PR best practices for planning media events, including contingencies.

Do we need to host an event?

With digital technology advancing rapidly, Tucker views this as a time of evaluation for PR professionals. She believes the first question PR firms need to ask is whether or not an event needs to take place.

“Sometimes the answer is yes,” Tucker said. “More often, the answer is no.”

In-person press conferences and media events have long been the norm, but the media landscape is changing. With fewer reporters and limited time, it’s essential to make events worthwhile. Tucker is a proponent of holding these events only when the content justifies taking up the time of presenters, guests and media members. This means ensuring quality visuals, selecting the right speakers and having meaningful information to share – information that’s genuinely newsworthy.

In short, if you can get coverage without a press conference, you might not need one. In those situations, try to convince the client that a photo opportunity or a social campaign may be just as worthwhile.

Always live-stream

If a client opts to go the in-person route, Rothenberg said a smart tactic is to host it virtually as well. During the pandemic, she and many PR professionals relied heavily on this approach. At the time, Rothenberg worked at New York City Hall under Mayor Bill de Blasio.

In her current role, Rothenberg often works with media members who can’t attend a press conference because they’re scattered across an affected region. This was the case earlier this year with hurricanes Helene and Milton.

“Often, we didn’t have enough lead time to tell people to get to a press conference,” Rothenberg said. “Having the ability to provide a virtual press conference made all the difference.”

To make this work, they set up an iPad, live pack and microphone in the field and livestreamed the update from FEMA leadership. This allowed reporters from all over the country to hear the same news as those reporting in person from hurricane-impacted areas.

Bringing the live experience

Recording that content is crucial, according to Tucker. She advised communicators to approach press conferences and ribbon-cuttings as if they’re the ones covering them. This means compiling all the essential event details into a press release, including photos, videos and any other materials they would have received in person. Then, send them to the reporters who were unable to attend.

Following the pandemic, Tucker’s team organized a major product launch for a prominent brand. With celebrities and influencers invited, they anticipated a large media presence.

“We thought the celebs would be a big enough draw, but people were still worried about health concerns,” Tucker said. Few reporters attended in person.

They offered quotes to reporters who couldn’t attend, and still got the coverage the client wanted.

“Reporters are busier than ever, so communicators need to offer them something they won’t otherwise get from a phone interview,” Tucker said.

Feed the digital beast

If the reporters won’t come to you, take the content directly to their audience.  Don’t just send photos, videos and other digital materials in an email and leave it at that, Rothenberg said. Even if people do attend the event, make sure to post that content on digital platforms like TikTok, Instagram and the company’s website.

At FEMA, when they’re unable to reach a specific reporter or group of reporters, they opt record a direct-to-camera message where an executive summarizes the situation on the ground. They clip and edit the video before posting it on the agency’s social media channels and sometimes its website, Rothenberg said.

“Over the last few disaster cycles, we’ve used this mechanism to reach beyond press releases and press conferences, getting our message out to people on the medium in which they consume their news,” she added.

Of course, not all media events are about life-affecting news like disaster relief. On what FEMA calls “blue sky days,” or days with nice weather, Rothenberg’s team still has information to share about campaigns or general awareness. In those situations, FEMA has often used influencers to help share the message.

“There’s also that level of trust to be able to find the right person and package it in their own unique way,” Rothenberg said.

At the next media event, consider filming reactions from influencers, company representatives or sponsors, and posting those on the right social channel.

“That’s what technology has provided us with – new opportunities to think outside the box; to not just think about getting the A1 of the New York Times as the sign of success,” Rothenberg said. “There are other ways to get the same ROI and impact when you’re using digital as the mechanism to reach people.”

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.