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.

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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.

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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.

Sputnik-sized grand opening propels Broken Beaker Distillery

Focusing on the experimental side of distilled spirits and craft cocktails, Broken Beaker Distillery opened its doors yesterday to a warm welcome (minus the weather). The bar was packed and popping within the first ten minutes and didn’t slow down until last call.IMG_9079

Inspired by their owners, a chemist and an engineer by trade, Broken Beaker combines humor and science to create an atmosphere unlike any other on the popular Massachusetts Avenue.

The distillery focuses on the ‘experimental’ side of craft cocktails. Periodic table shelving extrudes from behind the bar and holds signature and seasonal spirits with quirky, scientific names. Broken Beaker’s soapstone bar top and classic laboratory bar stools bring back memories of a high school chemistry classroom while foosball tables and 50-inch TVs modernize the trendy 3,500-square-foot distillery.

Guided tours provide customers and alcohol aficionados a sneak peek into the on-site distillery and encourage feedback and ideas for future science-infused spirits. An outdoor patio is already planned for this spring.

How Dittoe PR assisted in the Broken Beaker opening
IMG_9019Broken Beaker is Mass Ave’s first on-site distillery and a business with a story that was begging to be told. Needless to say, hiring the professional storytellers at Dittoe PR was a no-brainer for these science minded entrepreneurs.

Leading up to the grand opening, Dittoe executed several communications tactics that secured mountains of coverage and ensured that the distillery would be on the forefront of everyone’s minds.

We created and managed Broken Beaker Twitter, Instagram and Facebook accounts, using these to connect with food and beverage reporters, on-air personalities, restaurant reviewers and influential Indianapolis thought leaders. Our established relationships with members of the local media earned us coverage in nearly all relevant outlets including, The Indianapolis Star, Indianapolis Business Journal, Indianapolis Monthly, WTHR, Fox59, WISH TV, and Indiana On Tap.

IMG_9047Finally, Dittoe organized an exclusive VIP event with social media influencers, local media members as well as movers and shakers in the Indianapolis tourism scene. This generated a palatable buzz the night before the event which carried over until the grand opening.

Stop by Broken Beaker Distillery

With Dittoe PR’s assistance, Broken Beaker Distillery is well on its way to becoming a unique and popular staple in a neighborhood known for its iconic nightlife. They’re located at 643 Massachusetts Ave., next to Ralston’s Draft House. It doesn’t take a rocket scientist to realize that stopping in for a drink is a good idea!

Dittoe PR Helps Delivra Expand its Horizons

In 1999 Neil Berman set out on an email adventure with one goal in mind: to build a company that would always put the customer first through personal connections. He did just that when he founded Indianapolis-based Delivra, an email marketing service provider and strategic consultancy. In 2015, Berman expanded on his goal to reach new places and customers.

Lying roughly 125 miles north of Delivra’s Indianapolis headquarters, a goldmine for the email marketing industry was waiting to be tapped in Fort Wayne, Indiana.

Through research, Fort Wayne was identified as the ideal market for Delivra. With its prominent industries of retail, hospitality and business services – the city aligned directly with Delivra’s expertise and services. For Delivra, the email marketing marketplace of Fort Wayne was projected to be worth nearly $12 million.

This is where Dittoe Public Relations began its role in Delivra’s journey. In March, Delivra began working with our firm to create buzz and excitement for the company’s expansion into Fort Wayne through content creation, media relations and event planning and promotion.

With content creation and media relations efforts for Fort Wayne commencing in April, the Dittoe PR team was able to obtain media coverage that resulted in approximately 1.1 million media impressions by mid-June.

Delivra hosted 112 guests at its Fort Wayne launch event in June, where they showed their commitment to the community by gifting 26 community organizations free software totaling $125,000 via the “Delivra Gives Back” program.

Our team was also able to solidify an official sponsorship with Greater Fort Wayne for launch event promotion to its vast investor network.

We could not have had a better time supporting and working with Delivra as they launched into a completely new territory, so it is with pleasure that Dittoe Public Relations continues this journey with Delivra as they began their second expansion initiative into Louisville, Kentucky. For more on Delivra’s next phase of expansion, be sure to read this story we secured in Louisville’s Courier-Journal.

Referring to Louisville as a “sweet spot” to reach potential clients, Berman and Delivra’s decision to place the company’s second satellite office in Louisville was to put “the customer-facing where the customers are.” Berman provides more insights on the appeal of the market in this Louisville Business First article.

In 1999, Neil Berman set out to on an entrepreneurial adventure. In 1999, Chris and Liza Dittoe started a small public relations business operating out of their basement. In 2015 both companies are thriving and expanding, and our teams could not be more thrilled!