4. Blogger Relations
As hinted at the end of the first part, blogger collaborations have become a very exciting and increasingly important topic in recent years, especially for organizers who are well-versed in the blogosphere. Can you think of blogs that fit your conference theme well and, ideally, have already built up an active readership that you might even be a part of yourself? This could be an opportunity for a new type of collaboration to reach target groups beyond traditional PR methods. The person behind the blog might even signal interest in collaborations (e.g., in their "About Me" section), be prepared for inquiries, and perhaps have already received a few. Usually, as a blog's popularity grows, so does the number of collaboration requests. You are more likely to get a positive response if you personalize your outreach instead of using a generic template where only the recipient's name is changed. You should also avoid simply sending your press release to bloggers—hoping it will appear as an article on their blog is almost pointless. Content that sounds too much like advertising undermines a blog's credibility and tends to deter readers.
If the blogger is interested, you should try to get to know the person behind the blog better. The telephone is indispensable here. A personal conversation builds a foundation of trust much better than a series of emails containing demands that you expect to be met immediately. Similar to a media partnership, it shouldn't be a one-sided benefit. You can show your appreciation, for example, by compensating the blogger financially or with a free ticket to the event.
It is possible that the person has already registered for the conference and would be willing to report on their impressions on-site. This could include an interview with the keynote speaker or the organizer.
Never try to authorize blog posts. Doing so would show that you don't have much trust in the collaboration. Your partner will likely get the impression that you don't think they are capable of writing an error-free article or that you suspect they only want to portray the event in a bad light—not a good basis for cooperation. The communications agency achtung! has compiled a few more fundamental tips for working with bloggers.
Beyond blogs, there is, of course, the option to get directly involved yourself and connect with interested parties and attendees via various social media channels. We have already described elsewhere how to choose suitable networks and content.
5. Media Relations
Set up a dedicated press area on your conference website where you can provide material for media representatives. In addition to background information, facts, and figures about the event, this is the perfect place for your press releases. After these are sent out, it is rare for a journalist to get in touch immediately. However, that does not mean the release was ignored. If it has piqued the interest of an editorial team, they will often search online for more information first. If journalists find all the key data on the website, it is easier than having to draft an email with questions or call your contact person. Of course, you should also provide contact details for the press office. Perhaps there are journalists who would like to write about the conference but cannot attend in person or do not have professional camera equipment with them. It would be great if they could still illustrate their articles with photos. Therefore, provide images in print-ready resolution for download. When taking photos, or at the very latest when selecting them, be sure to observe the legal requirements to avoid violating the personality rights of the people depicted. You can round this off with useful informational material that editorial teams are happy to use. For example, if you are hosting a medical congress, infographics on a specific condition that can be used editorially free of charge are a great idea.
Separate press areas that require journalists to register before gaining access are a major hurdle and are therefore not recommended. Anyone who is not yet sure whether it is worth reporting on the event will make their decision then—and it is unlikely to be in your favor. On-site media support becomes increasingly important for larger events, but it can be quite extensive depending on how many journalists have announced their attendance. Make their on-site research as easy as possible. Since this starts during the preparation phase, you should offer help with hotel bookings or organize filming appointments. Once the event starts, support the media representatives present by answering questions, offering tours of the venue, or organizing interviews with organizers or experts. If media interest in the conference is high, it can be helpful to hold an additional press conference where everyone can ask their questions. If your event is international, you and your team should also be able to provide information in multiple languages.
6. Follow-up
Another phase of PR begins once the event ends. This is usually when reports covering the conference content are published. Monitor the media coverage, search specifically for articles, and track how many have appeared and where. Then, analyze each article: What image do the authors convey? What was viewed positively? What was criticized? Did the messages and goals you formulated at the beginning get across?
Even after the conference, keep an eye on what is being written on social networks, as discussions rarely die down completely at the end of the last day. Online debriefings often continue. Some visitors prefer to wait a few days before sharing their conclusions, whether due to time constraints or because they want to process their impressions first. You can get an even more accurate picture of the sentiment by conducting an online survey among all participants. The results can then be incorporated into your own publications.
It is never too late for your own content. Write a press report looking back at the event and its results, and enrich the information with quotes from visitors and organizers. Use the opportunity such a report offers, especially if the conference was not the last of its kind or if no press representative made it there. Usually, this is not due to a lack of interest from journalists, but rather overbooked schedules, so many editorial teams will certainly appreciate a summary and publish it.
However—and this applies to all your PR work—always stick to the truth. Do not triple your visitor numbers and do not try to label presented research as groundbreaking if it is not. Even without world-changing findings, you can write press reports that do not bore the readers.
Which PR methods have proven successful for your events? What didn't work at all? Feel free to share your experiences with us.
