How To Get Media Coverage For Your Event

Hosting an event for your brand can be a battle, but putting it out there is what most brands lack. If no one hears about your event, it may be limiting your visibility beyond the people attending. Whether you're planning a fundraiser or a non-profit event, strategic media outreach is a much-needed way to raise awareness, build credibility, and create lasting visibility for your brand. 

1. Make Sure Your Event Is Worth Mentioning

Maybe brands advertise their event simply because it’s happening. To be more strategic, make sure your event has a reason– why does it matter? Who does it impact? It gives media outlets a reason to understand why people should care. The more reason there is behind your event, the more outlets become interested. 

Remember, media coverage isn't free advertising; it’s giving audiences and communities a story, and you’re giving journalists a stronger pitch.

2. Build Your Media List Early

Many brands make the mistake of waiting last-minute to reach out for features. Make sure you’re researching ahead of time for outlets such as local stations, newspapers, event calendars, publications, and even local magazines. For even deeper research, try to find journalists who specialize in events, communities, or any niche that fits your event.

Personalized outreach matters for a more effective chance of getting featured rather than sending a pitch to just about anyone.

3. Write A Strong Media Pitch, Not Just A Press Release

While a press release can help, a press release allows brands to go into depth about their event. Think about mentioning why the event is worth mentioning, the time, the logistics, and even any visuals or opportunities they’ll have to cover the event. While it shouldn’t be terribly long, it should be enough information to keep them interested.

4. Create Media Opportunities During The Event

A brand’s worst nightmare is getting a journalist to your event and having them leave early due to nothing worth covering. Consider having in-person interviews, community stories, speakers, testimonials– anything that makes the event stand out and with capturing/remembering. 

These outlets need something to capture and to remember– this also makes your event stand out as successful and lively. 

5. Keep Going After The Event

Your brand should continue talking about your event after it’s ended. PR never ends! Keep the event in people's and outlets’ minds by sending out photos, footage, sharing attendance numbers, thanking attendees and sponsors, and most importantly, pitching follow-up stories. 

Your one event can create multiple stories, content, and pitches to keep your brand’s name and event in public perception. 

Media coverage is about preparation, relationships, and telling a story that matters. 

Got an event coming up? The McRae Agency helps brands, nonprofits, and organizations generate meaningful media coverage before, during, and after their biggest events. From media outreach and press materials to strategic publicity, our team helps your event reach the audiences that matter most. Subscribe to our newsletter for tips and contact beth@mcraeagency.com for a complimentary consultation today!