TrizCom public relations

How to Get Journalists to Cover Your Event

By Jo Trizila, President & CEO, TrizCom Public Relations

jo blog journalists covering event.jpg

Events: At TrizCom PR, we love events – not only because they are fun but because they are parenthetical; they have a start and an end date, and events are measurable. For many of our events, the pre-promotion is more important for selling tickets than actual event attendance. However, if your event is a press conference, for example, press attendance is imperative.

However, unless you are promoting a best-seller, crowd pleaser or limited offer, it is often difficult to get press coverage.

Here is a good tip sheet from TrizCom PR for attracting media to your event.

1.    Create a plan. Think four months out for long lead pitches, 4-6 weeks out, a week out, the day before and post event.

2.    Know what the cool factor is – i.e., don’t bury the lead. Be as concise and precise as possible.

3.    What is press worthy of this event? Find the news hook. Is someone newsworthy speaking/headlining? Will a newsworthy person be in attendance (elected officials are always a great primer)? 

4.    Know your audience and where they are. Also know your journalist’s audience. Remember, selling the journalist is just part one to event PR – they must sell it to their audience. The topic MUST be relevant to their audience. I would not encourage inviting a technology reporter to a Junior League luncheon – unless Sheryl Sandberg is a member of this Junior League and has confirmed her attendance. Don’t forget your trade publications.

5.    Target influencers – identify top industry influencers and bloggers.

6.    Have images and video. An online press kit with downloadable high-resolution photos, biographies, agendas, etc. is always preferred, but place this information on a jump drive and you are just as good. The object is to make the media’s job as easy as possible.

7.    Can you tie your topic into a current event? We call this newsjacking.

•    If your association is holding a convention and there is a well-known speaker talking about insurance and the rise in premiums, pitch the reporter the speaker’s credentials and mention that he/she would be willing to talk on record about how the Affordable Care Act has impacted the xyzzy industry and their predictions for the future.

•    If you are hosting a medical conference and a leading M.D. is there to talk about a recent study but also has a new product to unveil, make sure you mention that.

•    If by chance you are hosting Fan Expo with Peter Mayhew (original Chewbacca from Star Wars), and a local woman who went viral for wearing a Kohl’s Chewbacca mask in her car has been personally invited to meet Mr. Mayhew – for the love of God, make sure the media is aware of this.

•    We represent a Boat Expo. Recently we tied in boat sales as an economic indicator for the economy. It worked. In fact, the economy topic is considered an evergreen trend. It will always sell.

8.    Write a press release or a media advisory. An ‘if we build it they will come” mentality just doesn’t work if they don’t know anything about it.

9.    Prepare your spokespeople with message points. Knowing why you want media there in the first place will help with what you want the journalist to write about (i.e., message).

10.    Have a person assigned to media. Nothing is worse than inviting a journalist to an event and they aren’t on the list or they wander around with no direction. Have a point person for them to text if they need anything.

11.    Make your own media. Photograph, video and Facebook Live at the event. At a few press conferences we have hosted, I was afraid breaking news would interfere with their attendance. I have hired a few photo journalists to mimic press and tape the event. The strategy works twofold – the audience and the client don’t realize they are not press, and secondly, you have great video to pitch post event.

12.    If it is a party, allow them to bring a guest.

13.    Remember the 5 Ws plus…
•    What? What is the event about? (20 words or less)
•    When? When is the event? (Date AND time – if someone is speaking at a particular time, note that. If it is a drop in at any time, mention that.)
•    Where? Where is the event? (Consider this when inviting the media to cover the event. I know of very few journalists who will travel for an event.)
•    Why? Why should the journalist care about YOUR event?
•    Who? Who will be there?
•    How? How do they let you know they want to attend?
•    Your personal contact information including cell.

14.    The final and most important factor - to get a journalist to cover your event is to simply invite them.


 
 

What the Future Might Hold…

By: Jessica Donaldson, TrizCom PR Intern

I am a senior public relations student in the Mayborn School of Journalism at the University of North Texas. I have already taken some awesome classes that have taught me the building blocks of PR. As the treasurer for UNT’s chapter of PRSSA, I’ve been given some great opportunities to learn about my career field. My experience with the Mayborn School has been excellent, but there truly are some things you can only learn on the job.

image4.jpg

For my last semester before graduation, I was fortunate enough to land an account coordinator internship with TrizCom Public Relations. This is my first real job in public relations, so I wasn’t quite sure what to expect coming in.

I have heard from other students that they did a lot of busywork such as making copies, checking emails, taking notes, making coffee, etc. at some of their PR internships. While those are tasks that need to be done, they are certainly not what being an intern at TrizCom is all about. On my first day I was already doing research for a client and writing a media alert. By Day Two I was using technology I had never heard of to compile media lists and keep track of local new opportunities. I have been here a week now, and I already feel more equipped to work in PR than ever before.

I think being an intern at TrizCom is a unique opportunity because of the professional staff here. Not only are staff members experts at what they do, but they genuinely want to share their knowledge with me. Just like a typical internship, I have learned a lot simply from watching how TrizCom’ s account executives interact with clients, create content and conduct research. What makes working at TrizCom different is that the account executives ask me to help them with their work, they give me assignments that actually matter, and they are always willing to assist me if I have questions.

So far TrizCom seems like a great place to work, and I am excited to see what the rest of the semester holds.

Clutch Names TrizCom PR as a 2017 Global Leader in Public Relations

By TrizCom PR

Clutch recently announced the best digital and traditional service providers on their platform, amongst which TrizCom PR was named a Global Leader in public relations for 2017.

With over thousands of traditional service providers participating on Clutch’s ratings and reviews platform, it’s incredibly challenging to stand out amongst the rest as a top agency, especially for public relations which is one of their fastest-growing research segments.

For many years, TrizCom PR has been distinguished for our strength in forging strong connections between our clients and the media, communicating their messages in ways that get them close to their goals. Our communications expertise, along with our commitment to delivering PR campaigns that drive success for our partners, is what has contributed to our ranking on Clutch.

The biggest component to our Clutch ranking, however, is our client reviews. What makes Clutch different from other reviews sites is they take the time to connect with our clients over the phone to gather thorough and meaningful feedback on what it’s like partnering with our firm. Their reviews, all of which can be found on our Clutch profile, have given the TrizCom team even more reason to be proud of what we’ve accomplished so far as a company:

Clutch Blog.png

We’d like to thank our clients for sharing their feedback with Clutch and for being such supportive partners over the years. TrizCom is fully ready to continuing delivering quality PR work that makes our clients proud, and that drives up our placement on Clutch.