SKC Insights

Press coverage of your event amplifies your message and reaches many more people than just event attendees. Media coverage also builds positive brand visibility, credibility, and leads to increased revenues. But with shrinking newsrooms and journalists flooded with press invites every week, how do you ensure your event gets on their to-do list?

Besides genuine uniqueness and proximity to venue, here are ways to sweeten the pot (as they say) with catchy news angles:

1. Hype Up Superlatives

Is your event the biggest, first, or fanciest around? Play up the uniqueness of your event and pitch it as a hard news angle. When a new indie bookstore opened in 2016, they knew they needed a media boost to make a grand opening in the age of Amazon. By billing themselves as North America's only romance-focused bookstore, The Ripped Bodice celebrated their launch with stories in L.A. Weekly, Huffington Post, and Hollywood Reporter.

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The advent of social media has turned the public relations world topsy-turvy. New media content creators, or Influencers, are now carving a niche for themselves with online video, photos, podcasts and more. On Instagram alone, the top 50 influencers command a total of $3.1 billion followers. That’s nearly three times the population of China!

People browse their social apps daily, actually, some much more frequently, to check out their favorite fashion insta's #OOTD (outfit of the day) or how a MUA (makeup artist) does their eyeshadow. They live vicariously through influencers’ Instagram travel photos and gaming livestreams on YouTube. And they buy the products and services featured, that in 2018, a stunning 49% of consumers relied on influencer recommendations for their purchases.

More and more companies are realizing it’s not enough to do traditional PR with media and analysts, and are now cultivating influencers because they are great at…

1. Providing Stunning ROI

According to a study from St. Joseph Communications, the ROI of influencer marketing can be eleven times higher than traditional marketing, such as TV and print ads. That makes it $6.50 earned per $1 spent on building connections with influencers.

2. Generating Sales

Social media sites like Instagram have made it easier than ever to generate sales thorough their platforms. Features like purchase links let users buy products that influencers display on their feeds.

3. Creating Content

“Content is King” is a constant mantra in digital marketing and influencers are the kings (and queens) of content. Their expertise in content creation can lead to new depth in your own content marketing, as they know the quality and frequency that their followers love.

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