Some events are covered widely by the press and some aren’t. Why? I was thinking about this the other day and I came across a case study for Leaders In London conference.
The Institute for International Research hired one of the best PR agencies in Europe. Having big names like Bill Clinton and Mikhail Gorbachev in attendance would create a buzz in the press (positive or negative) irrespective of PR, but the following is what a well executed PR campaign was able to accomplish:
- The event was covered 100+ times across TV, radio, print, online and global media.
- Positive television press including CNN, ITN, CNBC, BBC 2 and BBC News 24.
- Positive front page story with The Daily Telegraph
- Global media coverage of Mikhail Gorbachev at the conference
- Tons of traffic driven to International Research’s website
How was this accomplished?
- Surveys were used to create early news coverage, seeding the event with business and political journalists.
- Exclusive pre-event interview opportunities were offered to some of the elite press.
- A media day was arranged prior to the event
- Business and political journalists and photographers were invited along to the event for media opportunities with the majority of speakers
- The PR team managed a rigorous schedule making sure that photographers and reporters had access to the speakers for the interviews that mattered
When events go really well, you think that they it happened. But what’s really happening is behind the scenes is a team of experts is executing against a well orchestrated plan.
If you liked my post, feel free to subscribe to my rss feeds
BlogoSquare