Align Event PR with Larger Goals

Public Relations efforts in conjunction with any event need to be targeted, clear, and newsworthy. But if your event is irrelevant, the PR created for the event will also go unnoticed, so be sure your event is relevant and important. You can evaluate your events newsworthiness and create a more successful event by first organizing and planning well. Be sure to identify your strategies in conjunction with the event to ensure the event is in line with the larger company goals. Additionally, ensure that this tactic will actually help to achieve the desired goals. If it doesn't, the event will be a waste of time, resources, and PR that could have gone to other strategic focuses.

PR Case Study: Successful Rebrand & Increase Attendance for the History Center of Olmsted County

For many years the event formerly known as the "Threshing Show" has retained a loyal and solid group of attendees and sponsors. Although consistent, the History Center of Olmsted County had a desire to reach out to a broader audience and anchor the yearly event to the larger organizational mission. The "Threshing Show" was rebranded "Days of Yesteryear" and offered a wider range of activities and attractions.

PR Communication Goals

By working with CWS, the following PR communication goals were identified:

1. Create wider awareness about the Days of Yesteryear event to identified targets and increase daily attendance from 900 to 2,500 over the two days of the event.

2. Create wider awareness about the History Center of Olmsted County and promote an understanding of their mission, programming and services.

3. Establish an internal process and road map to ensure pre-event publicity and awareness goals are delivered.

Results

By developing a communication plan in conjunction with the PR tactics, an effective game plan was established. The results; 11 news stories were secured in print, web, and television covering the event (pre-event and during). In addition to the event messages, the coverage solidified some key organizational messages. Media outlets included: AgriNews, KTTC, KAAL, and the Post Bulletin. Coverage totaled 320,000 media impressions in circulation and reach. In addition to the media coverage, the History Center of Olmsted County was thrilled with the outcome as they reached their goal of more than 2,500 attendees, many being first time participants.