How to attract journalists to your event

I was chatting to a PR friend of mine the other day and she was asking me, why do journalists not seem as keen to go to events anymore?

I blamed covid and the rise of WFH because now, why would we want to get changed and head out in the evening to an event we don't HAVE to go to, when we're so snug and comfy at home? Plus, it's just inconvenient for some people and a lot of people have moved out of London, so traipsing back in can be an added, unneccessary expense.

Pre-covid, I was always at press events, squeezing one in before the office and then another in the evening, catching up with journo mates and networking at the same time.

Since going freelance, I have to be so much pickier. Plus, I'm not automatically in town now as I base myself at home, whereas before, I was in an office. It also helps that I have a fiancee (and hamster) who I actually want to spend time with the evenings.

However, some events are ALWAYS worth the effort and expense. Here are my super simple (yet often ignored) tips for getting journos to your event...

Make it easy

Don't pick an obscure location miles away from anything. Stick to central, near main stations and not somewhere that is just convenient for you, the PR. For people who it might be inconvenient for, offer cars.

cough Don't go east cough

Give notice

If you give enough time for journos to plan, then there's less chance they'll make an excuse to bail.

Also, every journalist knows that being invited late to an event means you were on the 'back up' invite list...

Pop it in their calendar

OK, so perhaps not everyone's cup of tea, but I quite like an event being added to my calendar as it means I don't have to do it. Efficient and time saving....I like.

Offer freebies

Sorry, I know it's blunt, but it works 🙃

Start on time

If you're renowned for starting late, I guarantee, journalists will be put off. Influencers, perhaps not so much, but journalists hate it when they're kept waiting. Because, they have places to be...often an office or meeting.

Don't expect coverage

Most events aren't going to warrant a write up in a publication. But, if you are expecting this, please state it in the invite, so then an informed decision can be made. I also don't think you should expect social coverage...again, make it clear if you do.

Make it clear what the event is

A workout (and are there showers)? A talk? Is there food (oh yeah, make sure there's food!), a networking event? Sometimes I get invites where the event is a 'surprise'. No, please no. No surprises please.

Drinks. Always an essential