If you're organizing an event, you know how important it is to get media coverage and support from sponsors. But how do you pitch your event to them in a way that stands out and convinces them to partner with you? In this article, we'll share some tips and best practices for media relations and event sponsorship, based on our experience and expertise in the field.
Before you reach out to any media outlet or potential sponsor, you need to do your homework and research their interests, goals, and preferences. What kind of stories do they cover or support? Who are their target audiences and what are their pain points or needs? How do they like to be contacted and what are their deadlines or criteria? Knowing your audience will help you tailor your pitch to their specific needs and expectations, and show them that you understand their value proposition and relevance.
Rule of thumb: Get a good head start on getting to know your audience. Start a year in advance or more. Take it a step further and connect with the decision-maker. Definitely let them know your intentions but also show them that you/your business is worth getting to know and if this is something that you want to be ongoing, you’re really just building a long-term relationship with your new friend and colleague.
If you plan to pitch media, take the time to understand each reporter's beats. Customize your outreach to each reporter. And if your story does not fit into the reporter's beat, don't pitch that reporter. If you are an event sponsor, your PR team can access a media list to find out which reporters will be on site and try to schedule meetings. For mega conferences, the media list might run 1000+ so take the time to vet it. Don't waste your time or the reporters' time by pitching people who don't cover your industry.
Pitching events to media partners and sponsors requires a strategic approach. As a finance and operations expert with over a decade of experience, focus on understanding your audience, crafting a compelling story that highlights the event's value, and choosing the right channels for outreach. Follow up consistently, deliver high-quality experiences, and prioritize building long-term relationships. Consider logistical, budgetary, and legal aspects for a smooth execution, remaining adaptable to opportunities and challenges.
Once you have a clear idea of who you're pitching to, you need to craft your story and make it compelling and newsworthy. What is the purpose and vision of your event? What is the problem or opportunity that it addresses or creates? What are the benefits and outcomes for the attendees, the media, and the sponsors? How is your event different or better than others in the same niche or industry? Your story should answer these questions and highlight the unique selling points and angles of your event, as well as provide relevant facts, figures, and testimonials.
Consider whether there are any external news hooks which might influence potential media partners or sponsors. Does your event align to anything else happening locally, regionally or nationally? Will an important report be launched or key note speaker be in attendance? Some of these considerations may differentiate your event over others.
Get to know your partners in the media and potential sponsors before your event. Don't expect much from a blanket email or cold call if you don't have a pre-existing relationship. Reporters in particular are more receptive if you're able to connect your story to something they're working on, interested in, or if you are offering to connect them with someone that's not part of your organization that's willing to share their story related to the event - connect a person and face to your organization, product, etc.
Depending on the type and size of your event, you may want to use different channels and formats to pitch your event to media partners and sponsors. For example, you may want to send a press release, a media kit, or a personalized email to journalists, bloggers, or influencers. You may also want to use social media, podcasts, webinars, or newsletters to create buzz and awareness. You may also want to leverage your existing network, referrals, or testimonials to get introductions or recommendations. Whatever channels you choose, make sure they are appropriate and effective for your target audience and your event goals.
In addition, I feel a key element when pitching an event to media is timing. Try not to send releases too close to holidays and other days where national newsworthy events overshadow local coverage, such as your event. Whatever your story is, be creative. Ideally it should be able to stand alone, stand out from the rest.
When considering channels, ensure you can track the impact of any media partnership or sponsorship opportunity. This might be through web traffic, social media engagement, downloads or traditional media coverage. This allows your partner to demonstrate return-on-investment and may make it easier for you to attract new partners the following year.
After you send your pitch, don't just sit back and wait for a response. You need to follow up and follow through with your media partners and sponsors, and maintain a professional and respectful relationship. You may want to send a reminder, a thank-you note, or an update on your event progress or results. You may also want to offer them exclusive access, interviews, or discounts. You may also want to ask for feedback, suggestions, or referrals. The key is to keep the communication open and consistent, and show them that you value their partnership and support.
A reminder email (or in some regions like Hong Kong - WhatsApp messages are preferred) is a must to remind media or influencers the event details. It's also a good time to find out if they have a change of schedule or different person is joining, etc. After the event, send a thank you note to the ones attended is a must, normally together with a press release or any information about the event (repeat your key messages). It'd be great to personalise the note based on your conversation or happenings at the event. One more thing I'd like to do is sharing a personal note to the ones who have shown interests to attend but didn't make it, let them know the event is a success and what alternatives you can offer to provide a similar experience.
The best tools to boost responses when following up with media, partners, and sponsors are a QR code and a vanity URL that links to a specific landing page with event updates, progress, and results. This one-to-many, streamlined approach allows me to focus on the "follow" — while colleagues and teammates provide real-time event success updates. I also have a vanity URL ready to share on social and incorporate a very tight hashtag strategy to track engagement results. Including QR codes, vanity URLs, and limited, thoughtful hashtags in email messaging and on social for any reminder, thank-you, or event update also makes it simple for media to connect and communicate.
The last but not least tip is to deliver value and quality to your media partners and sponsors. You need to make sure that your event meets or exceeds their expectations and delivers on your promises. You need to provide them with high-quality content, images, videos, or reports that they can use or share with their audiences. You need to acknowledge and appreciate their contribution and recognition. You need to measure and report on the impact and outcomes of your event, and how it helped them achieve their goals. You need to show them that your event was worth their time, money, and attention.
Reporters in most markets today are being asked to produce full-feature content as an individual crew - they're the talent on camera, the photographer and videographer, and they have to edit the package together. If they're willing to work with you, be willing to work with them to deliver the best product possible. Chances are you're already capturing content for your own use, and it doesn't hurt to offer some of that content for their use - they'll often even give you credit for it.
The final goal of pitching your event to media partners and sponsors is not just to get a one-time deal, but to build long-term relationships that can benefit both parties in the future. You want to establish trust, credibility, and loyalty with your media partners and sponsors, and make them feel like they are part of your event community and mission. You want to keep in touch with them after your event, and update them on your future plans or opportunities. You want to invite them to collaborate or co-create with you on new projects or events. You want to make them your advocates and ambassadors for your brand and cause.
Having a budget is also key as you need to guarantee a way for conversation to be had in the public and an advertorial is the way to achieve that.
Having a list of the media outlets is key. If you plan to have an impact of 20 posts, you should reach to at least 50. Be aware of the statistics. Thats the way to succeed in an event of campaign.
Align and target the right media, then pick up the telephone and discuss why you have selected them for the piece. It is not enough to have the personal relationship, you need to be intimately familiar with the writer and publication, understanding what the writer values as well as what their outlets need.