You may not know what a byline is, but you have most certainly read one.
A byline is an article authored by a thought leader that appears in a media outlet as contributed content. Unlike an op-ed, a byline is less about making an argument and more about providing helpful expertise and advice. Bylines also tend to be more industry-specific than op-eds, appearing in trade magazines rather than general consumer outlets.
That said, the line between the two can be blurry and they ultimately serve the same purpose in public relations. Both bylines and op-eds can establish authors as thought leaders, build credibility and trust for brands, and expand brand awareness. While an interview with a reporter might result in a couple of quotes, bylines and op-eds allow you to exercise more control and develop your ideas fully. As such, they are an excellent opportunity to contribute to the conversation in your area of expertise and build your profile.
If you’re working with a PR agency, your publicists can help you write a byline. If you decide to tackle one on your own, here are a few dos and don’ts to keep in mind:
Do be original
Don’t repeat what’s already been said! This is your chance to contribute your unique perspective to the public discourse. A novel idea or way of seeing things will always be more interesting and memorable to readers.
Do use your expertise
It goes without saying that to be a thought leader in a certain field, you must have some expertise in it. Draw on your experiences and what you’ve learned to make recommendations or give advice.
Do make it personal
While op-eds are inherently more personal, there’s plenty of opportunity to bring your own experience into a byline. One natural place to put a personal spin on your article is at the very beginning, in your hook. Grab the reader’s attention with a personal anecdote that introduces the topics you’ll explore in the rest of the article.
Do make it timely (if possible)
When choosing a topic, think about current trends and developments in your industry. While a byline doesn’t have to tie in directly to current events, it needs to be useful, and therefore relevant.
Do use data
Using data to backup your points will help establish your credibility.
Do know your audience
If you’re targeting a general audience, refrain from using industry jargon and make sure to explain complex concepts. If you’re writing for a trade publication, feel free to get more technical.
Don’t self-promote
Bylines are not the place to promote your business, and editors will reject your pitch if it’s too self-promotional. Instead, focus on providing useful information and ideas based on your expertise.
Don’t ramble
Different publications will have different guidelines for the length of submissions. Most consumer publications require a byline to be under 800 words. A trade publication will typically allow longer submissions.
Once you have your byline in hand, you’ll need to identify the appropriate contact at your target media outlet. If accepted, contributed content will usually be published for free, although notable paid opportunities like the Forbes Technology Council also exist.
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
As technology continues to advance, the role of artificial intelligence is growing more prevalent across industries – and public relations is no exception. The question at large amongst industry leaders seems to have evolved from “Is this something we should be afraid of?” to “How can we use this technology to our advantage?”
Embracing the Future and the Power of AI
Over the past few months, I’ve attended webinars, conferences and consumed any written materials available to me in an effort to educate myself on this topic. “It’s not going away” has been the sentiment most widely echoed across all of these sources, so with that in mind, I’ve set out to discover the ways in which I can embrace the power of AI within my own role and how other team members at Segal Comms can do the same.
Real-World Use Cases
AI in Public Relations
The most obvious use case is that of generative AI. Drafting written materials is a central responsibility for any PR professional, and for many can be one of the most arduous efforts the profession requires. Even the most innately talented writers still experience the dreaded writer’s block and inevitable fatigue when writing often enough. Generative AI readily eases this burden: by generating ideas for the topic or title of a written piece, it can be a great tool to get the creative juices flowing. In fact, I used Grammarly’s generative AI tool, GrammarlyGO, to inspire the title and theme of this blog.
The consensus amongst the PR community regarding generative AI seems to be that its use is acceptable and even encouraged when it’s viewed as one of many tools in a practitioner’s toolbox, with the stipulation that its use, and in what capacity it was used, is disclosed. PR professionals are still expected to intervene with the technology and ensure that the materials they produce are up to industry standards. The current capabilities of generative AI still require human intervention regardless – as it was explained by a presenter at the From Day One conference I recently attended in San Francisco, generative AI can get the job done 90% of the way at its best, but will still require a minimum of 10% human intervention. Like many things, generative AI is as good as you train it to be. The more comprehensive information and thorough feedback you provide, the better the quality of work generative AI can produce.
AI in Business Operations
Beyond writing, AI can also be used to streamline business operations such as recruiting and hiring. The founder of RecruitBot was a presenter at the From Day One conference and shared about how the platform employs machine learning algorithms to identify qualified candidates and expedite the hiring process. Rather than spending hours combing Linkedin for suitable candidates using arbitrary search parameters, the technology now exists to have a bot present us with much more relevant candidates in much less time. Similar to generative AI, the results produced by a platform like RecruitBot will be as accurate as you’ve trained them to be with the platform’s machine learning algorithm working to continuously improve output over time as it learns your preferences.
Parting Thoughts
These are just two use cases demonstrating how AI can be employed in the workplace, but as many are now learning the ways in which this technology can be employed are vast and rapidly evolving. It’s inevitable that the future of communications and various other industries alike will involve a greater reliance on AI-powered tools, so it’s wise to start exploring and mastering these tools now. While these tools can be incredibly useful, it’s important to remember that they should be regulated with human intervention. By using AI in conjunction with human expertise, businesses can ensure they are as efficient and effective as possible by making use of all the tools available in their toolkit.
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
When developing a PR strategy for your company, it’s important to identify your spokespeople. A spokesperson is someone who speaks to the media on the company’s behalf, often a CEO or a member of the marketing and communications department. While a CEO or a director of communications are best suited to speak about the business and product itself, they might not be the best people to speak about more general, industry-related topics. Depending on the nature of your business, you might want to consider partnering with an industry expert who can provide commentary on common topics in the industry.
What is an industry expert?
An industry expert is someone with the knowledge and experience to provide accurate, trustworthy commentary on topics relating to a specific industry. Depending on the industry, they don’t necessarily need to have credentials, but they should have extensive experience in the relevant field(s) that qualifies them to give advice, make predictions, etc.
Why should I partner with an industry expert?
Partnering with an industry expert gives your brand the opportunity to expand awareness while bolstering your credibility. Having an expert that can address general topics within the industry means more opportunities to insert your brand into public conversations, especially when you don’t have any major news to announce. Partnering with an expert will also allow you to leverage their audience, which may be large or small, depending on the individual.
What qualities should I look for?
The most important thing in choosing an expert to partner with is to make sure that your brands align. Finding an expert that works on topics relevant to your brand and shares your brand values will ensure a natural and authentic partnership. If your product is a dating app, for example, you’d be better off working with a relationship coach than a marriage counselor.
You’ll also want to consider your budget. An established expert with their own following might expect a large commission. An expert who is still trying to build their own brand might decide that it’s worthwhile to partner with your brand for a small commission or exposure alone.
What should I expect from the partnership?
Before you start to work with your expert partner, you’ll want to define the terms of the partnership. What title will they go by? How many requests for commentary do you anticipate sending per week or per month? Will they be expected to write their own commentary, or is it okay for them to dictate a response that you can then draft for approval?
Given the 24/7 news cycle, you’ll also want to set expectations with regards to their availability. If you send them a request for commentary with a tight deadline, how fast can you expect them to respond?
Finally, you should not expect the expert’s commentary to reference your product every time, if at all. Being quoted in an article as your company’s resident expert is valuable in itself; pushing a product may delegitimize the commentary altogether.
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
Leveraging SEO in your PR strategy can immensely increase your business’s online visibility, making your offerings more accessible to both current and potential new customers alike. One of the easiest ways to maximize your PR efforts through SEO is to utilize keywords.
SEO keywords are phrases in your web content that cause your website to show up with a relative search term. By embedding keywords a potential customer is likely typing into their search engine in your web content, your business will be placed higher in search results. Ultimately, the point of using keywords is pretty similar to a key goal of PR: to create awareness of your business by getting your website placed in the top results of search engines, ultimately driving traffic to your website and increasing sales.
Even if you already have an SEO strategy in place, the best beginning practice for integrating keywords into PR efforts is to audit which keywords you are already ranking for. You can either use an SEO platform or manually search on Google to see what combination of phrases triggers your site to appear. This will give you an idea of what your business is already ranking for and can inform your strategy for increasing your rankings.
There are typically two categories of keywords you will want to include in your PR content: basic and long-tail.
Identifying your basic keywords
Basic keywords are your tried and true terms that will rarely change. These are simple, one to two-word keywords that define your business and are directly related to your brand. They can include anything from your business name to a service you offer, your product, or your industry.
To help define these keywords further, put yourself in the shoes of your customers. A good question to ask yourself is “If I was searching for a product or service similar to what my business offers, what would be the first thing I would google?”
It is important to note that these straightforward keywords can be more challenging to rank for because they tend to be associated with a higher search volume. For example, if you were to google “luggage”, an extensive array of results would appear as opposed to if you searched a long-tail, more concise keyword like “blue carry-on luggage”, which would produce significantly less relevant results.
Exploring long-tail keywords
Long-tail keywords are a combination of three or more basic keywords. They can require a bit more specificity; however, long-tail keywords can offer great SEO value because they tend to have a lower search volume, making them easier to rank for.
Implementing these keywords in your PR approach is crucial to ensure that relevant and appropriate traffic is reaching your website.
When generating long-tail keywords, you can start with combinations of your basic keywords. For example, a long-tail keyword could include your company name + specific product + price. A good rule of thumb is to keep long-tail keywords between 3 to 8 terms to ensure reliability and accuracy.
Integrating keywords into PR content
Once you have your list of targeted basic and long-tail keywords, this becomes your guidebook. With this, you can start brainstorming ways to integrate these keywords directly into your written content. Op-eds, sponsored posts, paid press releases, and blog posts are all opportunities to strategically include the keywords your business wants to rank for.
Don’t forget to monitor and audit
Tracking the search volume of your keywords and monitoring their performance is an essential housekeeping task. This is especially important in PR because you want to confirm that your content and keywords are working cohesively to optimize impressions on your potential audience.
A simple audit can be done manually by searching the keywords you’ve selected to see if your site appears. Alternatively, specialized SEO tools and programs can be employed for more thorough analysis. If you end up restrategizing your target keywords, the good news is you will not need to scrap your initial list entirely. The fluidity of long-tail keywords allows them to be rearranged and reformulated, allowing you to adjust as needed.
The Takeaway
Selecting the right SEO keywords and integrating them into your web content, along with monitoring these keywords for performance, is a simple and effective strategy to produce powerful results for increasing your business’s online presence.
Need help creating a PR plan that works in tandem to maximize your business’s SEO potential? Reach out to us at [email protected]
Instagram Collab posts have become increasingly popular since their unveiling back in 2021, and they’re probably one of the simplest ways to increase your reach on Instagram. Collab posts give users the opportunity to multiply their reach and engagement by adding a co-author to the post. If you’re not incorporating this trending feature into your current social media strategy, you’re missing out on potential customers.
How do Instagram Collabs benefit your brand?
While originally intended to be a way for creators to maximize branded content, Collabs have proven to double as a sure fire way for brands to increase their reach and appear in the feeds of potential customers too. Collabs have also become a great way to beat the ever changing Instagram algorithm by showing up in two different feeds – your own and the feed of the account you’re collabing with. Brands now have the opportunity to insert themselves directly into the feeds of their target audience – be it through influencers, partnerships, or other relevant accounts.
Additionally, Collabs have the ability to increase Instagram engagement. When utitlizing the feature, the post will not only appear in the brand’s feed but also the feed of the account they are collabing with. Likely, the collab account will have a different variety of followers, giving brands the opportunity to further build their communities.
How to use Instagram Collabs
Creating an Instagram Collab post is incredibly simple to do, however, it can be hard to find the feature if you’ve never used it before. Here’s a step-by-step process on how to invite a collaborator to your post.
Begin by starting a new post. You’ll need to do this directly within the Instagram app, rather than on a third party scheduling platform.
Once you’ve added your media, caption, and hashtags, click on ‘Tag people’ beneath the post.
Click on ‘Invite collaborator’ and begin typing in the handle of the account you would like to invite as a collaborator.
Publish your post.
The collaborator will then receive a notification to accept your invitation to the collab post.
Once the collaborator has accepted, their handle will appear on the post within your feed and show in their feed as well.
Use all platform features to your advantage
While the Instagram collabs feature is a surefire way to increase your reach on Instagram, it’s essential to make sure you’re utilizing all of Instagram’s features in order to round out your efforts. Are you using Reels and Stories? Do you create polls and use the Question Box within your Stories? Are you incorporating Carousel posts into your content plan? Using all of Instagram’s features will not only maximize your chances of getting in front of potential customers but also increase your engagement as a whole. In today’s digital media landscape,you can no longer get away with posting a single image on social media.
Need help maximizing your Instagram strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. Connect with us – [email protected]
Last year, I came across an interesting article written by a lifestyle entrepreneur detailing how they saved “thousands” in not hiring a qualified PR agency. In herBusiness Insider article, she outlines her four strategies for success.
She writes, “I quickly realized that any time my business was mentioned in media coverage, my website traffic increased dramatically (I tracked this using Google Analytics). I decided to spend two hours a week trying to get more press mentions and tapped into the bit of PR knowledge I had from working in the industry for one year.”
So, should you do your own PR?
Here are my professional thoughts on the suggestions she outlined
Spending an hour a day on PR
1. She recommends setting up “Google alerts on topics, themes, competitors, and key phrases that are relevant to your business or industry” and drafting a pitch based on the trends and themes surfacing that week. She recommends allocating 1 hour to this undertaking. In theory, this is not a bad strategy – it’s something we do for our clients but it’s not how I would recommend a founder allocating their time. The role of a founder is to be the visionary for the company. Delegation is the key to success, not working in the weeds. While a PR agency is an investment, yes, if you believe in what you are doing, it will be an investment that will certainly pay off over time.
Delegation is the key to success, not working in the weeds.
Not all press opportunities are worth your time
2. Next up, she says to post yourself as a source on reporter sourcing platforms – reporters will post call-outs for the expertise they are seeking. The couple she mentions are certainly used, but one of the two is also filled with a ton of junk that would not be worth the time. An agency has institutional knowledge that can help weed out the “opportunities” that are a waste of your time. Agencies also have many other resources that are not mentioned that are far better in finding quality placements.
DIY PR
3. Take a class in PR. Sure, you can do this, but it’s the equivalent of being a DIY home improvement person. You will never get the results that someone with 10 thousand hours of experience will. You may have a new tile floor, but really won’t you have to redo it in a few years when the grout starts to crack?
Understanding the dos and don’ts when pitching reporters
4. Her final recommendation is to identify ten reporters who cover your industry and warm them up to receiving your pitches by being social with them on their feeds – liking and sharing, etc. Great advice if you have the bandwidth but don’t expect reporters to respond to your pitches. Reporters’ inboxes are overwhelming by most accounts and not always receptive to individuals pitching themselves because their lack of understanding about the journalistic process makes them more of a headache than a help. PR professionals have a well-oiled understanding of reporters’ needs and will bend over backward for their clients. If you don’t know the drill, you may burn a bridge before you even make headlines.
So, should you do your own PR?
In short, when you are thinking about tackling PR yourself, just remember Beyonce probably never did her own. Instead, she focused on creating her awe-inspiring performances because she believed in her brand and hired a publicist.
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
Does your company website have a press page? If not, you’re not alone. Many of our clients come to us without one. But you definitely need one — ASAP.
Why you need a press page
Reporters work on tight deadlines, and the last thing they have time for is searching your site for contact information. At the very least, your press page should have a dedicated press email that goes to your media relations team. But why stop there?
Think of your press page as an advertisement for your company aimed at a very specific audience — the media. Use it to position your company as an industry leader with a unique message and deep expertise. Putting some time into building an awesome press page increases your chances of being found — and contacted — by reporters working on relevant stories.
Everything you need to build a press page
While press pages vary across different industries, standard sections include the following:
Contact Information – Here’s where you list your dedicated email, which can be as simple as [email protected]. Some companies use fill forms, but we advise against it as they can be difficult to complete on mobile devices and deter media from reaching out. If possible, include a phone number as well.
In the News – This is where you show off all your media hits. It should include images or logos of publications, article headlines, and brief descriptions of the editorial placement. This section needs to be updated in real-time. Some brands will “pin” highlights (the most notable coverage) to the top of this page with reputable news logos showcased in the creative.
Press Releases – This section should include all past company press releases organized by year, with the most recent first, and be searchable. Collecting all your press releases in one place helps strengthen your company narrative.
News Feed – Consider integrating a social feed into your press page to show your brand personality and how you interact with consumers. Choose the social platform you update most frequently.
Media Kit – A media kit provides reporters with all the information they need, so they don’t have to spend time asking you for it. In addition to standard logos, company boilerplate, and images, consider including video (b-roll), executive headshots, fast facts, a company timeline, and/or honors and awards the company has received. Make sure your media kit is downloadable!
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
How much does a PR agency cost? It’s a question that every potential client wants to ask on the first call but rarely ever does, so here’s a look into my truth as the owner of a midsize PR agency.
A boutique agency has the ability to be flexible with pricing
While some agencies won’t take clients for anything less than $25,000 a month, the boutique agency pricing is slightly different. This is because:
We’re growing, so we’re eager to land interesting clients that help grow our reputation.
We generally don’t have the overhead of a large agency — people who are not “billable” like a CFO, CIO, and Head of People, so we can be more flexible with pricing.
We usually don’t report to a board or investors, so we can choose to work with brands we believe in.
That said, boutique agencies also don’t have the financial buffer that larger agencies have. Meaning clients coming and going matter more.
By being flexible, we help our clients balance their desired results with their budgets.
What is the average retainer at Segal Communications?
At Segal, we have three main practice areas – consumer, tech, and executive visibility. We provide media relations, influencer programs, social media management, and creative campaigns for each of these.
Our clients fall into one of six categories:
Industry Specific Technology with 100-1,000 employees, focused on growth
Emerging Industry Technology start-ups that are investing in public relations to build awareness
Trusted Consumer Brands with 100-1,000 employees, focused on omni-channel purchasing (online and brick-and-mortar)
Growing Consumer Brands with great products that need to get into the hands of those who influence
Informers and Educators who have logged their ten thousand hours of expertise and then some and are working to share their experience and knowledge with a larger public audience
Passionate Founders with a product or service that warrants staning
Most Segal Communications baseline retainers currently hover between $6,000-$12,000, but there are exceptions to that rule. The exceptions include being a longtime client who has been with us from the start, someone or something too cool to pass up, or a mission-driven organization working on something for the greater good.
On the lower end of the price range are consumer clients that have a desirable product that we can get into the hands of influencers and media. On the higher end are B2B clients with unique audiences and customers.
Agencies offer the most comprehensive range of services
The baseline retainers are just that — baseline. Most clients want more than PR; they want social media, blog writing, bylines, sample campaigns, and creative. All of these elements have additional pricing structures. Working with an agency is valuable because we are a one-stop shop for all of your communications needs. We provide our clients with a fluid ecosystem of communications services that can ebb and flow with the needs of the business. By being flexible, we help our clients balance their desired results with their budgets.
Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.
The fast-paced nature of the internet has created a consumer demand for Google search results to be delivered instantly and precisely. A survey found 60 percent of mobile users were very likely to click on the first two to three search results they saw, and more than 90 percent were likely to click on the first set of results.
Leveraging search engine optimization (SEO) to boost your visibility online has become a highly valued and sought-after strategy for companies. Traditionally, SEO has been a marketing practice but this is no longer the case. The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.
The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.
The Relationship Between SEO and PR
SEO and PR can work cohesively to increase brand recognition. They are reliant on one another, often more than we think. How effective can PR efforts be if consumers cannot find your company on Google? There is little content and opportunity for SEO to grow organically without PR.
Including SEO tactics in your PR strategy can differentiate between how you and your competitors stand in search rankings, ultimately deciding which sites both new and returning consumers choose to visit. PR pros can incorporate two components in their daily practices to achieve optimal SEO for their clients:keywords and backlinking.
Keywords and backlinking are essential in the relationship between SEO and PR as they are easily manipulated and offer significant influence when utilized correctly.
Identifying the Keywords You Want to Rank For
Keywords are phrases included in your content that make it possible for search engines to list your company as a reliable and accurate result. This is where most will look to start in their SEO journey.
You first will want to audit the keywords your company is already ranking for. This builds your foundational understanding of which keywords are influencing your ranking. You are likely to see your company rank highly for obvious keywords relative to your company, like your name, service, or product. An audit can provide insight into what phrases are commonly addressed in already published content and help in identifying new opportunities to focus on in the future to target those infrequently used keywords.
It’s crucial to note keyword selections are not set in stone. They can be adjusted to cater to new product offerings or different PR campaigns, but be careful in selecting which ones and how many you want to monitor. The best practice is to start basic and simple before expanding to longer, more complex keywords.
Optimizing Earned and Owned Coverage Through Backlinks
Your search ranking is also determined by the number and quality of outside websites that link back to your website within their published content. Backlinks from credible and trustworthy sites positively influence your SEO ranking, making earning digital media placements one of the most beneficial SEO-boosting tactics. These placements work to increase your brand’s searchability, ultimately enhancing the quality and quantity of website traffic you receive. To ensure a published story results in an SEO-boosting backlink, your PR rep can ask a journalist to include a link to your company’s website along with including relevant links in their pitch for the journalist to reference and embed.
Owned media, which includes things like press releases and blog posts, also presents opportunities for PR pros to help you drive your SEO rankings. Linking to other relevant content you own within a piece of media on your website can increase domain authority and traffic to other landing pages. Overall, we see this as a win-win!
The Takeaway
Your SEO ranking determines your accessibility, affecting how both new and returning customers can find you. Working with the right team of PR professionals can ensure your company ranks for relevant search terms and generates a healthy stream of backlinks to achieve maximum visibility.
At Segal Communications, we’re here to help your business reach its full SEO potential. Ready for a custom audit to identify your business’s optimal keywords and assess backlink health?
15 ways to inspire journalists to attend — and hopefully write about — your launch, product, or service.
It’s been a rough two years for all of us, and the world of PR is no exception. Publicists who once relied on in-person events to help introduce journalists to brands had to find alternate ways to connect. And while Zoom events were fun, in-person events are back.
As we’re actively planning the rest of the year, we’re also collectively gearing up for launches and events. Before you start planning your next big media lunch or cocktail party, have a read through some of our best tips on how to get media to attend your event.
1. Make the invitation stand out
Whether you plan on sending out an engraved note with hand calligraphy or prefer an email blast, spend some time thinking about your message. What’s your event for? What or who are you promoting? Whether you’re planning a launch of a new diet or a one-on-one with an A-lister, the invitation mood should match your event. Whether it’s punny or extremely serious, create a design to match the wording. Make sure your contact information is updated and everyone’s names are spelled correctly. Always include contact information and an option for feedback. While you’re at it, include teasers. If you plan on giving away a trip to Hawaii, make it clear, especially if attendees must be present for the drawing.
2. Don’t muddle the message
If your goal is to connect with journalists, set up a smaller event so you can have more one-on-one time. If your goal is to introduce writers to your client in person, create a series of conversation starters so that writers find a reason to engage with your client. If your goal is to launch a product, make that front and center of your invitation, event and follow-up. Offer enough cues and incentives to make it easy and inviting to write about whatever it is you’re promoting.
3. Swag matters
Speaking of winning, try to make everyone attending feel like they won something simply for showing up. Create memorable giveaways and try to be plentiful about them. Not to sound jaded, but many journalists receive a lot of useless swag. Don’t just slap your client’s logo on an unidentifiable tech accessory, try to make your giveaways (plural is always better) match your product, client messaging and writer’s beat when at all possible. And if at all possible, co-brand an advance gift. In this way, you’re already creating a positive association with the reporter and your client.
4. Plan a fun activity
The best events are on some level interactive in service of the product or client being feted. I once made dessert with a former chef for the royal family. Another time I learned how to create cocktails using a kitchen torch. Years later, I still remember the brands that went above and beyond to ensure that not only was their brand or product highlighted, but the event was so much fun that it stuck out in my mind. I still talk about the best events I’ve attended. And believe it or not, the best events have multiple attractions and activities to keep all types interested.
5. Make it easy for guests to get there
…and leave. Despite the fact that you’ve spent months planning your event, not all journalists will plan to be there for the whole thing. Be gracious if they pop in and have to go. Arrange transportation when possible, and don’t pout if they leave before the presentation. Budget for a car service through ride-share apps. Better yet, arrange the cars to make them feel even more pampered.
6. Have a great venue
While every single element matters, the venue is crucial – and so is decorating your space. While having a step and repeat feels like a no-brainer, it isn’t always appealing. If possible, bring in a designer to help you create a look that highlights your client’s aesthetic and then display the product accordingly. And as sad as it sounds, have some people around just to keep an eye on the swag bags and other items of value to make sure they don’t disappear.
7. Feel free to show off
I once attended the 20th anniversary of an online jewelry brand, and they held the event in a room filled with sparkly things, including rings with 20-carat diamonds. Even more fun, we were free to try everything on and play dress-up for a while. If your client has an incredible product, show it off in as many ways as possible. Tactile works well at an event since even shy journalists can find reasons to chat with team members.
8. Keep your room well staffed
If you’re expecting a crowd, make sure that you have enough team members there to personally greet guests and give them a walk-through when possible. And while you’re at it, have two-tiers of staffers- some with name tags or other identifiable details, and some that blend into the crowd and act as conversation starters.
9. Be a great host
We all know how stressful it can be to host an event, but if you’re the one inviting someone, don’t ignore them when they show up. After check-in, assign a few people to be unofficial greeters and lead guests in, and point you out. Or give them a VIP list not of the A-Listers, but rather of the people you really want to speak to!
10. Present an alternative option to attending in person
Not everyone is going to feel comfortable showing up to your event and that’s fine. Create an option for people to attend via Zoom or the video conferencing software of your choice. And don’t make them feel guilty if they can’t make it. Consider sending gift cards so you can treat them to a snack while they virtually socialize at your event.
11. Plan a great menu
Whether it’s branded cocktails or doughnuts with your corporate colors, try to ensure that there are subtle branding reminders throughout. Unlike a personal or family gathering, the point here is to find a way to do business together.
12. Send out reminders
Make it easy for journalists to remember your event. Send calendar invitations and remind them a few days before your event and again that morning. Despite people’s best intentions, it’s sometimes easy to totally miss an event. Be friendly, not annoying when you send out the reminders, and try to include one previously not shared details. Maybe it’s a celebrity visit or a crazy cocktail.
13. Don’t disappoint your guests
I once attended an event since I was curious about interviewing an A-List celebrity with a new movie out. You can imagine my disappointment when they rolled out a screen with a previously recorded message.
14. Follow up in a fun way
Maybe you have pictures from a photo booth or a personalized trinket, but don’t only follow up to ask about their plans for coverage.
15. Make your client available for follow-up interviews
There’s nothing as frustrating as being pitched a story or source only to be told they’re not available for an interview.
And don’t ever do this:
Don’t CC everyone on your random media lists in the hope that someone will show up. Spend time curating your guest lists so that you’ll have an appreciative and hopefully interesting crowd.
Need help getting started? When we work together, you and your brand do more than show up. You show up with a story, a purpose, a unique reason for being – and you make an impact. At Segal Communications, we become an extension of your team – we work fast to get to know you and your brand and make sure we’re keeping you and your company relevant on social media.
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