Securing media coverage

Securing comprehensive media coverage of an event is an important part of event planning.

Planning for media engagement

Securing positive and informed media coverage for an event can be a very influential tool in shaping public perception of that event.

Some main advantages of using the media to communicate about an event include:

  • the ability to reach a very wide range of people
  • it's usually free (in the case of editorial coverage)
  • it can be organised at relatively short notice.

The media can be your best advertisement, but also your harshest critics, so ensure you manage them professionally, yet firmly.

A plan for media engagement around the event should form a significant and integrated part of the event’s marketing and communications plan.

As an event organiser, you need to develop:

  • strong collaborative relationships with all the different areas of the media
  • clear lines of communication
  • workable plans for supplying timely, appropriate and interesting material about the event.

Appoint an expert media manager

You should appoint a media manager to:

  • help manage day-to-day media requirements including access to the main participants and spokespersons
  • take responsibility during the event for managing the media centre and running press conferences etc.

Consider using an expert in media relations, and an experienced TV director, to be your main advisers on the requirements of their peers. Media is a highly specialised area, so it's important to involve someone who has a good relationship with the media and understands their requirements.

Engaging outside expertise is particularly important for broadcast sales and management as these are extremely complex.