To generate awareness about a new product launch or an important announcement, inviting the media to a press event can be an effective method of gaining exposure to your target audience. Press events can also be a great way of developing relationships with top influencers and encouraging journalists to interact directly with your brand.

Here are our guidelines for organising a successful press event

Set clear objectives and goals

Determine the purpose of the event. Defining the desired outcome before planning is essential. Whether informing the press about a new product launch or raising awareness of a campaign, a clear mission statement will keep the focus on achieving the end goal.

Define your guest list

Identify the audience you wish to reach through your event. Consider which publications are best suited and if you are targeting the appropriate journalists. To maximize coverage, invite influencers, bloggers, and vloggers, as well as print media, to create buzz both online and offline.

Timing is key

Research significant industry dates to avoid conflicts with your event. For instance, if your event targets the leisure marine audience, avoid September due to major events such as the Southampton Boat Show and Cannes Yachting Festival.

Announce the event to your target press

Journalists receive numerous event invitations weekly, so it's crucial to make yours stand out. Personalise the announcement and keep the details succinct. Include all relevant points and make it appealing. Send out invitations and follow up with a phone call for a personal touch.

Creation of assets

Provide necessary materials for media coverage, including a media pack at the event and access to high-resolution images afterwards. Hiring a photographer ensures good-quality images for publications and bloggers. An informative media pack with clear details assists media features, and digital assets are well received.

Follow up after the event

After the event, engage with journalists to ensure they have the required information and prompt them to confirm publication details. Express appreciation for their attendance and reiterate key event messages. Provide a detailed post-event press release and contact details for further inquiries.