Press events explained

With over 20 years in the PR industry, I’ve executed countless press events and learned they can be an excellent alternative to full-blown press trips. While my go-to will always be a press trip for its guaranteed return on investment, press events—when done right—can be extremely impactful.

Press events can range from a brunch, lunch, an intimate dinner to an open day where media can drop in. In today’s post-COVID world, one key thing to remember is that not everyone is in the office full-time. If your event is in Central London, consider scheduling it on a Tuesday or Thursday, when more people are typically available to attend. It’s a challenge to draw people away from their WFH setup, so manage expectations, but always over-cater to ensure a great experience.

Once your date is set, your guest list is crucial. Target press that aligns with your brand’s audience and goals. Consider your timelines—do you need immediate coverage or something scheduled for 3-6 months down the line? Can you mix traditional press with influencers and content creators?

Make sure your event is worth attending. The venue, timing, and offering should stand out. Even if your brand already has great interest, a well-chosen location can elevate the experience. I recommend giving yourself at least 6 weeks to plan, and don’t forget the finer details—send RSVPs all relevant information, including hashtags, website links, and event address / timings in advance.

Post-event follow-up is essential. Always send a personal thank you the next day, along with any necessary materials, such as images or a media library link.

In short, press events are a powerful way to connect with key media, build brand awareness, and secure lasting relationships.