Inviting jounalists to an event

[bigbluebox]

Hi all,

I am taking a fresh look at our in-house PR and want to develop some solid relationships with the local press, who may have heard of us from previous press releases but don't really know what we do.

We are planning a corporate golf day and I want to invite some of the journalists along, but don't know how to to play it - I'm not after coverage of the event (although that'd be nice!) it's more about forming a relationship so that they think of us if they are after comment on stories in our field.

Any advice?

Thanks in advance!

 

[Kimberly Mears]

Hi there.

Who from your firm will attend the press event? I'm assuming that your staffers and execs will be paired into 4 person teams with the press. If not, some of the below is likely irrelevant

From your post, I would assume that your objectives are one or both of the below:
1. Support an open channel of communication between the local/industry press and your staffers/execs/firm
2. Position yourselves as experts in your field in order to [hopefully] gain an opportunity to provide expert consults to the press OR achieve coverage in the press in the future

If these aren't correct, stop reading now

Assuming one or both of these points are your objectives, you'll need to ensure that every bit of the day is focused on interacting rather than 'selling'. Of course, Execs and staffers should be briefed and prepped ahead of time on what to say and not to say at the event and on which direction to steer conversation (ie perhaps warn them not to 'sell' and to, instead, aim at getting on well and having a great day out). If my client, I would recommend full media relations training for the execs and staff who will be paired with the journalists in advance of the day.

But, I'd also recommend mapping out a larger 'relationship building plan' in advance of this event. It will take months to cultivate healthy relationships with the press...a holistic plan should take that into account.

My best--and hope this helps!
K

 

[bigbluebox]

Thanks Kimberly. It will be top level directors and execs who are all comfortable with the media, along with a number of top clients and prospects, and I want the press to be included in that. And yes, you're right, it's definitely not about selling, it's about having a great day out with a great company!

One thing I always struggle with (as I'm not PR trained) is introductions to the press - they scare me! When is the best time to phone?! I have had some very snippy responses in the past, but it's a viscious circle as if you send releases without prior introduction they're not interested!

 

[Kimberly Mears]

The best time is when they're not on deadline. Looming deadlines make for snippy journalists...Tricky. Unfortunately, deadlines vary by individual and by publication.

So, a good first step is to do your 'homework' on each of the journalists you hope to invite. Read a few of the recent stories so that you can get an idea of their recent journalistic interests and so that you can craft the perfect thing to say for each individual. Also, look for patterns for their columns or coverage and search online to see if you can find any reference to their press deadline. If you can/do, assume that the 2ish days before deadline are madness (depending on the type of pub). If you can't find a notable pattern to their publication dates, perhaps start with an introductory email (appropriately customised per individual with at least one element which shows you've actually read up on them a bit and appreciate their work). In my opinion, a customised Subject line is the most important bit to ensure they open your mail. Ask within the mail if there's a specific time that he/she is available for a call. Then follow-up with a call (regardless of whether or not they respond).

At least with the above, it shows that you respect them and their time and have made an effort.

Hope this helps!

My best,
K

 

[KidsBeeHappy]

Does a golf day not automatically alienate anyone that choses not to play golf, or that isn't confident about being a poor golfer, or folk like me that just hate the bloomin' game. Do you want half of the media/press people to simply ignore the invite just because it's golf.

(nb, substitute any other sport for golf).

 

[bigbluebox]

Fair point, I don't even like golf and you'll never please everyone! It is a prestigious golf course that most locals would only dream of playing, and with an emphasis on fun rather than skill we are anticipating a high turnout. Besides, no one is forcing them to come, and if I can't get any press to attend because they all hate golf, well I'll find something they do like! We already have a high number of clients coming which was the primary focus in the first place.

 

[ethical PR]

Hi all,

I am taking a fresh look at our in-house PR and want to develop some solid relationships with the local press, who may have heard of us from previous press releases but don't really know what we do.

We are planning a corporate golf day and I want to invite some of the journalists along, but don't know how to to play it - I'm not after coverage of the event (although that'd be nice!) it's more about forming a relationship so that they think of us if they are after comment on stories in our field.

Any advice?

Thanks in advance!

Hello

My starting point would be to ask yourself is a 'corporate golf day' an appropriate forum to invite the local media along to, to help you develop relationships with them, rather than rushing into thinking about the best ways to contact the media.

I would suggest, not necessarily, for a number of reasons;

• the journalists may not be interested in golf
• they may not be able to spare a day out of the office, particularly if you choose a day when they are on deadline
• if you invite them to a corporate day, they may find your clients/potential clients of more interest than you

So - understand what sort of journalist you want to target ie news, business, sports, broadcast, print, online etc and how many journalists you want to target.

Depending on what you do, it may not just be local media you want to develop relationships with.

Then armed with this knowledge think about the sort of event could you organise, or briefing could you hold, which would make it worth their while to attend, and will help them build understanding of what you do.

You may want to do a series of one to one meetings (half an hour over coffee), hire a private room at a trendy club or restaurant for early evening cocktails if you are targetting young news reporters, or have an event that helps you showcase your product/service.

And a much simplier way to find out about media deadlines, than reading up on their columns, is to ring up the media concerned and ask. Many publish their deadlines in the publication or have them available online.

Give them a call and find out whether what you are proposing would be of interest and if not suggest going to meet them for a coffee.

When you meet the journalist, have a tailored pack available to hand out (and also have on a branded memory stick) with suggested storylines that you could help them with relevant to their media, a list of your areas of expertise, what you can provide ie photography, filming, case studies etc.
Make a note of any preferences, interests etc.

If you let us know what you do, perhaps we can think of some ideas that might be more relevant.

Good luck
Helen