4) Prep your Clients
This should go without saying, but we recommend compiling detailed schedules and briefing documents for all events, in-person or virtual, that include press and analyst interviews. We typically provide a master document that has the schedule of all sessions the press are attending and all the briefings they will take part in — including date/time, location/link and spokesperson for each. We then provide a brief overview of the contact’s bio, coverage, what the briefing will be focused on, etc.
Taking it one step further, we create personalized schedules and documents for each spokesperson so they can easily identify where they need to be and when. These more in depth documents also provide talking points we recommend they cover, based on the contact’s reporting style and preferences.
It’s also helpful to link these in all calendar invites and to get them to the contacts at least 3-4 days ahead so they can ask any questions prior to the event kickoff.
5) Simulate a Real-life Chat
Of course, we’ve all had to learn how to connect on a personal level from afar this year, and it is likely more apparent than ever during virtual event press briefings. What used to be casual chats over coffee at the Starbucks near the conference center has turned into floating heads on video screens. If you have a little extra budget, we recommend trying to set up a ‘happy hour,’ lunch or coffee video chat where you send a gift card for a cocktail, coffee or delivery meal to the press so the productive briefing can also serve as a more casual relationship builder simultaneously.
While no one can predict how long industry events will take the digital route, we now know from months of experience how to bring PR value to each and every one. We hope this helps you and your teams along the way as well!