The Benefits of Public Relations Excellence for Your Event

Generating publicity and media coverage to promote a business, individual, or event is the art of public relations. Even though all media is now available digitally, obtaining placements in the mainstream media positions you and your brand as an expert in your industry. Think about it like this. Which brand would you trust more, the one featured in Forbes or the one you saw in a digital ad? It’s safe to say you most likely agree that the company featured in Forbes has much more credibility. That’s the power of public relations (PR). PR offers third party credibility, differentiating your brand from competitors and increasing brand awareness.

It’s not just a nicety to publicize events like trade shows and conferences, it’s a necessity. Maximizing public relations efforts to promote your event is crucial to gain greater event attendance, garner brand exposure, and boost brand credibility. Read our blog to learn the benefits of using public relations for your event.

Media Exposure Leads to Greater Trade Show Attendance

Magazines, newspapers, TV news programs, radio talk shows, etc. are all examples of media outlets that reach millions of readers and viewers. And now in a digital world, media also includes bloggers, podcast hosts, online news outlets, and much more. To garner media exposure by way of public relations, is to pitch your event to these outlets. A professional PR person will then work with the reporter to provide them with compelling reasons to feature the event in their media outlets.

Why is this important for trade shows? When exhibitors are asked their reasons for attending trade shows, media exposure is typically in the top three. And it makes sense — the more exposure your event receives, the greater the number of people see news about the event, the new products on display by the exhibitors, and the content provided by your speakers. With more eyes on your event, there’s an increased chance that your trade show will attract a larger audience. So how can your trade show get more exposure? If you haven’t already caught on by now — public relations!

A great publicist will work with the media — magazine editors, reporters, influencers, etc. — to gain features in mainstream media. Take a look at our recent client coverage to see what types of coverage we get for our clients’ trade shows.

Speakers Help Bring in Conference Attendees

Another great benefit of public relations is promoting the quality speakers taking part in your conference. Once the speakers are secured for the event, it’s important to promote their involvement by writing articles and press releases, arranging interviews and even leveraging their network and social media accounts to increase exposure.

Ultimately, speakers can become advocates for the event through their participation, sharing their details about newsworthy topics they are addressing with general media and their own networks. As we position the speakers as subject matter experts we are attracting news media and ultimately attendees to the event — it’s a win-win!

Smart Public Relations Unlocks Pre-Event Sharing

As stated previously, public relations helps maximize the exposure of an event. Articles published about an event pre-show gives potential attendees and exhibitors deeper insight into the “what” and “why” of an event. Depending on what’s included in a news article, potential attendees can learn more about who will be speaking, who the other exhibitors are, and determine whether or not the event would be beneficial for them to attend.

For example, take a look at the Food Safety News article on the Food Safety Summit. This article tells readers exactly what they can expect to experience at the event. Ultimately, this additional insight from a reputable source will help persuade readers to attend.

Public Relations Can Bring in a Local Audience

Sometimes we want international media coverage, sometimes we want national coverage, and other times we simply need local coverage. When it comes to in-person events, it’s important to also focus on getting regional media attention to bring in a local audience. Inviting local TV crews, newspaper reporters, and radio stations is a great way to attract attendees from nearby cities. Many times, the local news likes to feature local companies that are exhibiting, attending or speaking. A PR professional can help to identify the proper spokespeople and arrange those interviews.

Final Thoughts

Gaining coverage for an event provides an opportunity for you to showcase and highlight the all-star roster of exhibitors, attendees, and speakers. All the while gaining third party credibility through reputable and exclusive media coverage. Anyone who’s a veteran in the events business understands the value of amplifying awareness around an event, establishing trust among industry professionals, and building credibility as a leader in a particular niche.

Are you planning a live event for Q3 or Q4 in 2021 or 2022? Do you need public relations help? Contact our team today to boost your event’s exposure and improve your brand’s credibility.