Stempra newsletter

EVENT REPORT: Out of the listings and into the news - making your event newsworthy

Sallie Robins is easy to spot at a science event, with her bleached-blonde hair and Hoxton fashion, but that's not why she stands out from the crowd. In fact, she has been involved in some of the most well-known science events to have received media coverage. Amongst her many projects, she has run the press office at the BA Festival of Science, been behind the high profile of FameLab and helped launch the Science Museum's adult science venue, the Dana Centre.

Sallie, together with Lauren Gildersleve, who continued Sallie's work to ensure the Dana Centre was frequently in the media, spoke to Stempra about how to successfully promote events through the media. Here, Sallie shares her thoughts:

It might seem obvious, but the first question to ask is "Why do we need press coverage for events?" It is important to do this rather than just to say "we need coverage".

Three obvious reasons come to mind:

To gain an audience for the actual event

If you are trying to generate an audience, then of course you need a story to run prior to the actual event. But it may be far more effective to generate an audience through listings, direct mailings and newsletters than through press articles. How does your audience usually hear about events?

To gain a profile for your organisation and generate audiences for future events

Gaining a general profile still needs some thought. Where have you been successful before? Is it easier to go back to these contacts or do you want to expand into new outlets where your name is less well known? What's in it for your organisation?

To keep sponsors happy

If sponsors are involved and are expecting coverage, ask them what they would like to achieve, and for what reasons, try and get them to be specific and realistic. Don't promise anything you don't think you can reasonably achieve. Make sure that you are involved in some way in negotiations if sponsors are being offered any kind of package that refers to media coverage.

Sponsors of events should be encouraged to focus on the success of the event in terms of audience reached, audience satisfaction and performance of speakers rather than measuring the success of the event just in column inches.

What type of event is it?

Event specifically to generate publicity

You'll want to be involved from the outset in planning and design of the event.

Event that meets aims and objectives of organisation

Press coverage is an added extra and the press officer is not usually involved in the choice of event or programming.

Event onto which you add an element specifically to gain press coverage

The press element might include a survey or an opinion poll. But a word of warning: Don't let your creative ideas run away with you - make sure your add-on story is inextricably tied to your event, otherwise it may become a story in its own right and not mention your event/organisation.

What will make it newsworthy?

Here are a few suggestions:

Announce new research findings
Announce views on science policy or poll the public on an issue
Make it quirky or unusual
Highlight your big names and provide access to them
Timing - tie it in to an anniversary, a specific diary date or something with a national profile already

Be creative but be realistic

Go back to basics. Think first about your event:

What is being said or done - has it been said or done before?
Who is saying it or doing it - have they said or done this before?
Where are they saying it or doing it - is there anything unusual about the venue, line up or audience?
When is it being said or done - can you use an anniversary or calendar date as a hook?

Imagine what the headline and first paragraph would be in a newspaper, or how the story would be introduced on air - if you can't imagine a snappy headline then perhaps you don't have a story!

Then, think about possible outlets for coverage:

Know your media - try to keep up to date with who is covering what
Try to listen to as wide a variety of radio/TV shows as possible and read different papers/magazines every day rather than just one
Don't ignore local papers/broadcasters. What about generating some coverage in the home town of the speakers involved? Was research based in a particular location?
Are there any more specialist outlets that may be relevant, eg. Asian Times, BBC Asian Network, Woman's Hour, Laboratory World, company magazine of someone involved? Try to leave no stone turned or angle unexplored

Those involved in an event can be a key focus for coverage - there is an extraordinary number of what I call 'ProFo' slots these days, eg.

5 minute interview - Independent
60 second interview - Metro
My six books - Daily Express
Secret of my success - Daily Telegraph Business section

There are many others relating to your favourite holidays, food, your house, your education - they all need to be filled on a weekly (or often daily) basis.

But keep your eye on your objectives - if you are trying to gain an audience for your series of high level scientific debates, is coverage in the Sun going to achieve this? Be specific in targeting media outlets that will reach the audience you are aiming for rather than throwing the net too wide. This is very important where time is limited.

Media partners

Would a media partner add value to your event?

Pros - guaranteed coverage, developing an ongoing relationship, gives status to event

But… In reality there is no guarantee of coverage: make sure of what you agree to, and try to resolve any issues of exclusivity.

Cons - limits spread of coverage to one outlet

But… This is not always the case - if the story is strong enough then it will run elsewhere.

In summary

Identify why you want press coverage
Tailor your strategy and key media targets to fit these objectives
Evaluate

It is good practice to actually put down in writing your aims and objectives, your strategy, and what coverage you hope to achieve - your wish list. Some short written bullet points do help to keep you focussed and gives you priorities - as we all know there is no limit to how much work you can do calling every contact on your list and more … always one more call to make!

Usually though, time is limited so it's probably best to cherry pick events that you are more likely to get coverage for to generate publicity for organisation and accept that some events will be fantastic for audience and speakers but may not generate stories. Think about programming one or two specific events with publicity in mind from the outset. Why not suggest this to your events team, offer to be involved?

And in seven words…

Be strategic. Be creative. But be realistic.

Sallie Robins
srPR
sr@srpr.net
020 7249 4858

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