Putting together a successful PR event comes with a lot of pressure. The event should at once be fun and unique while still providing the expected business bullet points. Striking the right balance and getting the full benefits out of your PR event will build your brand’s reputation and serve as a launching point for incorporating new ideas and partners.
Whether you are hosting an event to launch a new brand or facilitate networking opportunities with potential partners, there are a number of strategies to make sure you and your company are getting the most out of it. Here are some tips for doing just that.
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Come prepared
Coming prepared for the event that you pulled together seems like a no-brainer, right? But there are a lot of things that can easily fall off the plate during the last-minute mad dash to get all of the finer details in line. The details really do matter in an event like this and planning out exactly how attendees will move from one phase of the event to the next can make a huge difference in overall success.
In addition, be sure to set aside some time to really process what you want out of the event. Are there certain customers or demographics you want to focus on making inroads with? Or are there ways you can facilitate an introduction between your lead designer and a potential partner? Try not to be so wrapped up in making everything perfect that you fail to walk away with anything valuable at the end.
Another important aspect of being prepared is making the time and mental space to have a break. Sure, right before the event you’re planning there will be too much going on, but making the time in your routine for a healthy breakfast, regular exercise, and a good night’s sleep will make you far more productive during that final push. During the actual event you’ll be more focused and get more of the things you want to accomplish done.
Build relationships
Facilitating opportunities for everyone to network and build lasting relationships is undoubtedly a key reason that this event is happening in the first place. As one of the people planning this event, it is your role to help ensure that is actually happening. Getting to know people on a personal level and fostering shared connections are some of the most critical elements of long-term, successful business relationships.
Fortunately, there are a lot of fun ways to encourage easy relationship-building during these types of PR events. Planning opportunities for fun social interaction can be as easy as setting up a photo booth, hosting a trivia event, or creating space to play interactive games that get people laughing and working together. Activities are a smart way to break the ice early and help people past the awkward business introductions.
Remember the value of data
One of the final things to think about as you’re planning your PR event is what you’d like to come away with—aside from a binder full of business cards and new relationships, that is. Considering collecting relevant data at your event to analyze later is a smart move. Demographics, engagement surveys, and event feedback can all be incredibly helpful too, and most are relatively easy to get from folks.
Although the data you choose to collect can be just about anything, some of the most immediately useful information might be demographic data that helps characterize the target audience you’ve successfully engaged with. This can help with brainstorming ideas for further engagement as well as help point out which target demographics you aren’t capturing well so the team can develop better engagement strategies with those.
Public relations events are important checkpoints for gauging interest in new ideas or products as well as gaining a greater understanding of the audiences your business is attracting and retaining. A high-quality, well-put-together event can leave a positive impression of your brand and company image that can go a long way towards business success. Likewise, the opportunities to build important relationships cannot be understated. As you prepare for your event, remember, part getting the full benefits out of it means coming prepared, building relationships, and not forgetting to collect information.
