Leading Media Relations Efforts for Conferences
How does an organization garner traditional media and social attention for its conference or event?
The Challenge
Planning a successful event involves budgeting, marketing, programming and coordinating numerous logistics for the venue, speakers, staff and attendees. It also requires a holistic media relations strategy to engage the correct audiences before, during and after the event through news media and social media. With the pressure of managing various details for large-scale events, it is helpful to have a trusted media relations partner. From credentialing media, crafting news releases, identifying influencers and facilitating interviews to managing on-site logistics, this organization needed a trusted partner that could help bolster the full scope of media relations efforts.
The PROCESS
Guardian worked alongside The Potter’s House’s public relations team surrounding the International Leadership Summit, a multiday conference with more than 8,000 attendees, to provide strategy and counsel, credentialing management, media relations, social media influencer identification, invitation and on-site assistance.
Strategy + Counsel
Guardian began by developing a schedule for credentialing, media distributions and influencer outreach to build momentum leading up to, during and following the summit. Guardian identified potential topics of interest to media, including summit programming and current events.
Credentialing
Months ahead of the International Leadership Summit, Guardian set up its customized online credentialing system developed and finessed through years of media events. Guardian then solicited media to apply for credentials, reviewed applicants and sent email updates before and throughout the event. Through the credentialing process, media were well informed of the event messaging, highlights and opportunities.
Media Relations
Guardian crafted six news releases and our team targeted national media, including news, religion and Christian outlets, as well as local media with the releases and customized pitches. The releases were also sent to credentialed media covering the summit. Each news release highlighted various aspects of the summit, with opportunities for media to cover it before or during the event. Guardian also pitched select media the opportunity to conduct interviews prior to the summit to increase pre-event coverage.
Social Media Influencers
To engage a generation that increasingly gets news and information on social media, Guardian strategically identified influencers and pitched the opportunity to attend and provide coverage of the International Leadership Summit. Influencers who are already fans of a brand help take the reach further by being equipped with the latest information and receiving exclusive opportunities.
On-Site Assistance
Guardian provided on-site media credentialing; managed the press room, including multiple interviews with speakers; facilitated interviews; and handled on-site media logistics. Our team provided media with the on-site materials, including on-site instructions, new releases, speaker bios and schedule details. Additionally, Guardian communicated with credentialed media and influencers throughout the summit via text and email, highlighting interview opportunities and reminders. Many members of the media commented on the level of service on-site, noting how professional, effective and unparalleled it was even when compared with other major mainstream events they previously attended.
The results
Guardian’s involvement bolstered the media outreach and helped engage a new audience through social media influencers. The media relations efforts for the International Leadership Summit resulted in national and local media coverage, with a potential news reach of 229.8 million from a total of 525 stories and web placements. Sixty-three members of the media were approved for on-site credentials, and Guardian facilitated seven on-site interviews. Credentialed influencers posted coverage resulting in 3.49 million in potential social media reach. Guardian also secured and facilitated two in-studio, pre-event interviews with local television stations for the International Leadership Summit.