How do you personalize and segment your follow-up messages to different types of event media contacts?

1 Know your media contacts

Before you send any follow-up messages, you need to know who your media contacts are and what they are interested in. Do some research on their profiles, publications, and previous work. Find out what topics they cover, what tone they use, and what kind of stories they are looking for. This will help you tailor your messages to their needs and preferences.

2 Segment your media contacts

Not all media contacts are the same, and neither should your follow-up messages be. Depending on your event's goals and outcomes, you can segment your media contacts into different categories. Attendees can be thanked for their participation, given highlights from the event, and invited to stay connected for future opportunities. Non-attendees should be expressed regret for missing them, offered access to the event recording or materials, and encouraged to join your next event. Influencers should be thanked for their support and endorsement of your event, asked to share their insights and impressions with their followers, and suggested ways to collaborate further. Journalists should be provided with relevant and newsworthy information, such as key takeaways, quotes, statistics, or case studies from your event, and offered exclusive interviews or access to your experts or speakers.

3 Personalize your messages

Personalizing your messages to media contacts can make them more relevant and appealing. Address them by their names and titles to show respect and professionalism. Refer to their work to demonstrate that you have done your research and value their expertise. Additionally, highlight the benefits of your event or follow-up offer and include a clear call to action. Ask them to take specific actions such as replying to your email, visiting your website, downloading an ebook, or registering for a webinar. Keep the call to action simple and compelling.

4 Follow the best practices

If you want your follow-up messages to be effective and professional, you should take the time to personalize and segment them. Additionally, you should send your messages promptly - within 24 hours of your event - to capitalize on the interest and excitement generated by your event. Also, keep your messages short, clear, and focused on the main points. Use bullet points, headings, and white space to make them easy to read. Most importantly, proofread your messages for any spelling, grammar, or punctuation errors. Errors can undermine your credibility and professionalism, so it's important to make sure they are free of mistakes. Following these tips will help you increase your chances of getting positive responses and building long-term relationships with media contacts.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?