How to get media coverage for your next company event

Event planning is not for the faint of heart. But the added responsibility of inviting the media and securing press coverage for an event is enough to make even the most seasoned event planner’s stress level go off the charts.


We’re here for you. And we’re sharing some of our secrets to success.

At any given moment, our agency is working tirelessly on behalf of our clients to invite journalists and online influencers to grand openings, launch parties, philanthropic donations and other company events that need to receive maximum exposure in the media and online. We’ve even donned superhero capes for the sake of pulling off a great event.

In other words, to say we know what works (and what doesn’t) to get the media to attend and cover your company event would be an understatement. Here are some words of wisdom from Dittoe PR Vice President and Partner Megan Custodio that will help you look like a hero the next time you need to drum up media coverage for your big day.

Do your homework before blindly sending invitations to the media. Identify which media outlets are most important to target, and then conduct research on their websites to see who’s recently covered a similar event. For example, if you’re opening a new restaurant, you can search for the names of restaurants that have recently opened in your area and see who reported on the news of their grand opening or VIP party. Once you’ve extended an invitation and they accept, though, your work doesn’t stop there.


After they arrive at the event, greet them as soon as you can and offer to facilitate any interviews they may need, answer their questions, take them on a tour if the event necessitates it and thank them for coming.”

Targeted outreach and being an on-site resource are just two of the many keys to generating maximum media exposure for company events. From selecting the best time of the day and week to hold an event to choosing the right language to use in your media invitations, there are several other variables to consider when devising your media relations strategies and tactics for your next celebration.

Have a big event on the horizon for your company and want to make your life a lot easier? Ask us how we can make your next event a success. Here’s how we’ve recently helped Broken Beaker Distillery, Indiana Grown and TCC, the nation’s largest Verizon Premium Wireless Retailer, get major media attention for their recent initiatives.

What Instagram’s Algorithm Change Means for Brands

The rapid growth of Instagram has resulted in more than 400 million monthly active users and a whopping 70 million photos shared on the platform per day. That’s a lot to miss out on – and no one wants to experience FOMO.

A new algorithm change being slowly rolled out by the social media platform will reduce users’ fears of missing out. Essentially, Instagram now shows what it believes users will want to see based on the length of time they’ve followed a person or brand as well as previous and current comments, likes and posting frequency.

Instagram blog (stock)

What this means for individuals is a more personalized, targeted user experience. More best friends’ newborn baby photos, more weekend reunion photos… you get the gist. It means a decrease in bad food pictures, Taylor Swift fan-girling and miscellaneous cat montages… unless that’s your cup of tea.

Brands, on the other hand, are terrified that this may signal the death of organic social impressions and that they’ll lose the reach of a previously reliable marketing channel, much like they did with Facebook when the site essentially made them pay for advertising so their posts could be seen. A valid concern considering that Facebook actually owns Instagram.

The general consensus seems to be that larger and more visual brands (think Patagonia, Nike, National Geographic) will be relatively unharmed by the changes, and may even benefit, while smaller and lesser known brands will be forced to become creative in their posts and rely on a loyal following that consistently engages with their content.

We’re always sharing interesting and engaging client updates and office happenings on our own Instagram profile. Make sure to follow us at @Dittoe_PR or request a consultation if you’re curious about how social media can tell your brand’s story.

Duplicate content, duplicate content: what to do, what to do?

In the world of SEO, nothing remains the same for long. Algorithms, best practices and penalties seem to change on a continuum, making it increasingly difficult for individuals and organizations to maintain their online reputation and keep their SEO scores clear from infractions and slaps on the wrist.

For organizations lacking the resources to continuously churn out high quality content for their website and social channels, the quick and easy copy and paste methodology is a last ditch effort to stay relevant and maintain an online presence.

This begs the questions: what’s the deal with duplicate content?

First, a look at its definition. Google identifies duplicate content as “substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” Why does that matter? Because, Google explains, seeing “the same content repeated within a set of search results” is not a good user experience.

writingThe notion, however, that any use of duplicate content is inherently bad or will land you in Google jail is simply untrue. There are plenty of instances where Google won’t take action against a site unless the duplicate content is being used specifically to manipulate search results – or to blatantly lessen the credibility of a source. It’s a Google judgment call, in other words. Posting one blog post — verbatim — across multiple sites is technically okay, provided it’s not being done in attempt to game Google’s system.

Once Google makes the determination that your content is free and clear of any nasty Internet intentions the question can be raised: what happens to the “good” duplicate content? Let’s use this scenario:

Let’s say you post the same blog post to five different websites. Because Google doesn’t like showing multiple pieces of the same content, it’s forced to choose which version is most likely to be the original—or best (based on things like social sharing). As a result, one version of the blog post that’s linked to one domain may rank very highly, while the others linked to the remaining four domains may not rank at all.

The good news is that there is a solution to this. If it’s important that a content entry is linked with a particular domain (even if that same content is published on several other domains), you can use a Canonical tag to tell Google which content entry is the original, and thus, the best entry to include in results.

This method is the best means of housing content across multiple domains, though it’s certainly more advantageous to create original content whenever possible. Each online platform (website, blog, social media channel) has its nuances and user preferences, thus content posted uniquely for those target audiences will likely generate more meaningful engagement and interaction. Utilizing original content will also broaden your reach in search results for a given topic.

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