How To Organise A PR Event – 10 Yetis Insight Blog

Being a full-service digital agency, we do far more than just write press releases, phone journalists and chase for links. Occasionally our clients need our help arranging an event for them, whether it’s for a product launch, a journalist meet or something else completely. We’re actually in the middle of planning an event at the moment, so we thought - why not explain the process that you’ll need to go through when you come to plan a PR event for a client?

Decide as early as possible

Although it happens, it’s not ideal to decide that you’re going to want to hold an event for the following week – you’ll be up against many struggles at finding a venue, catering, even getting confirmed attendance on such short notice. This just isn’t realistic and results in a lot of hair-pulling! Ideally you want to allow yourself a few weeks – to get the event in check and also to give your guests enough time to figure out if they’re able to attend and reduce the risk that they’ve already made plans.

Sort the basics

When you’ve made the decision that you’re going to hold an event, you need to figure out the logistics;

• Where is your event going to be held?
• When will it be held? Daytime, night-time, during the week or at the weekend?
• Is it accessible for all of those you’re hoping to invite?
• Will there be food/drink?

And this is just for starters… there are so many things to take into account.

Decide on your hook

If you’re hosting a foodie event you may want a celebrity chef in attendance, if you’re hosting a travel event you may want to offer a free holiday (up for grabs during the event for those attending) and so on. Your hook is going to be the reason that journalists and influencers will want to attend, regardless of their busy schedule.

If all else fails, nibbles and a free bar usually help…

Contact journalists and influencers

Once you have determined who you want at your event, you can begin inviting them. First and foremost, get on the phone. I know it’s easier and less scary to send an email or a tweet, but grow a pair and give the journalist/influencer a call. They’ll appreciate it, and if they answer you’ll get an idea immediately on whether or not they’re keen to attend – if yes, great, you can send an email with more info, and if not, great too, as you can then cross them off your list and focus on the others.

Sometimes it’s nice to follow up with actual invitations – more so for those who have agreed to attend. It not only makes them feel special, but also gives them a hard copy reminder of the event that’s coming up. We’re working on an event at the moment (due to take place this week) where those who have said they’re coming have received a hard copy invitation with a video built in – these are super cool! The first time I’ve seen them used, and definitely something I’d recommend.

Don’t make any promises you can’t keep

With events, clients will usually have a number in mind of how many people they’d like to see attend, or at least an idea of what sort of people they’d like there and from what publications. Don’t get carried away and promise your client something you can’t guarantee. If they’re asking for 5x, 10x, 20x or even 50x plus, make it clear that you can ask journalists and will try your hardest, but ultimately it’s up to the journalist. Similarly, if they say they specifically want someone in attendance from the London Evening Standard, for example, you can’t promise that – the team may already have plans – but you can at least ask the question. If one journalist says no, don’t be afraid to invite someone else from the same publication.

Be ready for ‘all hands on deck’

Having helped organise the event, you will be expected to help out during the event, and we definitely advise arriving to the venue a few hours early to ensure that everything is as it should be (if the venue allows and the event requires it). This will reassure the client and also allow for any last minute changes or issues that have cropped up (coming from the events industry, I know how likely this is – so it’s best to be prepared!).

And don’t forget… liaise with your client AT ALL TIMES

Putting on an event for your client may be stressful for you, but it’s going to be an even more stressful time for your client. It’s their company name, it’s their money and it’s their reputation. The client needs to feel as though the event is being planned efficiently and to their expectations, and ultimately they need to have sign off on every little detail.

It’s worth nothing that this is merely the basics to planning an event – and can actually be applied to many events, not just PR events. There will be so many other things that you need to factor in, depending on your event; goodie bags, entertainment, photography, media packs and so on and so forth. No two events will ever be the same.

That being said, whilst it is a stressful time, it’s so rewarding to finally see everything come together, people enjoying themselves and that your client is happy with what you’ve manged to pull off.