Seminars, networking meets, celebrations and fundraising events have become the order of the day in outreach strategies, be it in promoting a project, an idea or even a cause to connect across stakeholders. This is in spite of the fact that much hard work goes into planning an event – it’s a cost- and people-centric, needs high level of strategy and planning, and does not always have a sure-shot RoI.

Irrespective of the purpose of hosting an event, it is necessary to adapt a PR strategy for an event right from the planning stage. Using conventional and new channels, a PR consulting agency is capable of cashing in on inclusion of PR – generating ticket sales and attendance, rope in sponsors and advertisers, create interest/buzz, and push for coverage, not just traditionally but also online. It is crucial for an event organiser to have a clear understanding of the targets/objectives before the event takes place.

If your organisation is just getting started with live events, planning can be overwhelming. Since the trade-off for a great event is monumental – customer affinity, brand lift, and RoI – every brand should consider opting for the services of an online PR agency.

Make no mistake, creating a ‘live’ event that piques the interest of prospects and other relevant stakeholders is difficult.  Face-to-face communication is as important as social outreach. A recently concluded study revealed that over 90% of the participants are more likely to purchase a product or opt for a service when promoted at an event.

So what approach should one adapt to plan and execute an event that the target audience won’t easily forget? There’s a lot to consider when it comes to event planning. Here are some tips that will help ensure your next event goes off with a bang.

  • Detailed PR plan

When you have decided to collaborate with a PR agency, it is necessary to develop a result-focused plan that encompasses necessary details like strategy, mode of communication, essential messages to be conveyed, deliverables, deadlines, media outreach, social media plan, etc.

  • Customised message

Social channels are best suited to share regular updates and create buzz among the audiences/followers. Email blasts can be successfully used to connect with a huge audience base.

Having a media advisory can come in handy to create broader interest and push press to attend an event. Many prefer to use the social platforms to boost the follower base and make prospects ‘like’ your company page by posting photos/video content after the event has concluded.

  • Plan in advance

A schedule that comprises pre-defined roles and responsibilities help keep an organised approach towards PR. For future reference, we suggest maintaining an in-depth status report (during the event and post-event) to keep a close tab on the initiatives worked upon and to ensure success.

  • Identify target audience

Create a pitch after you have found out which media outlets are expected to attend and provide coverage. If the event will be attended by celebrities, politicians, famous personalities, it is best to include – local, business, vertical media and bloggers who offer party-related news.

If the event demands to be photographed, hire a professional photographer. Since the media outlets prioritise and determine assignments early in the day, contacting television channels and radio stations for coverage should take place in advance.

  • Initiate PR efforts early

It is ideal to start PR outreach when the date and venue for the event are decided, say top-notch PR companies in Delhi. Bloggers, media pros, photographers who cover events usually have packed schedule, hence fill up well in advance to ensure their attendance. Moreover, early planning also helps to secure sponsorships, which ensure the success of logistics planning.

  • Focus upon benefits

While planning ahead is important, emphasise upon the benefits the event is offering and give a solid reason to the audiences to attend the event. When organising fundraisers, go for celebrities and if organising educational seminars, throw light on the Continuing Education Unit (CEUs) that guests will earn by participating in the event.


It’s time to take your event from good to great by partnering with a result-oriented PR agency that can manage your special day –workshop, conference or product launch.  A good PR pro is capable of ensuring that your event bags media coverage so that your potential attendees show up and choose to engage with you and your business.


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