As PR professionals through the pandemic, one task remained critical for success and supporting client businesses despite the challenging time: connecting with the media. When the U.S. media hub, NYC, plunged into lockdown and contacts scattered about the country for an indefinite amount of time, we immediately reworked plans of launch events, desksides and casual media get-togethers, opting for virtual adaptations of these tried-and-true tactics instead. After an initial adjustment period figuring out logistics and best practices, we are now virtual event pros and fans of this newer means for engaging our media contacts.
With numerous successful virtual editor activations in the digital books, a question regularly asked by clients is whether these types of events are here to stay. Between the convenience of attending from anywhere, the streamlined agendas and the efficiency of cutting out travel time, our media friendlies have professed their love for these virtual formats. Furthermore, with remote working remaining a norm for the foreseeable future, and the added freedom virtual connections provide, media engagement via a screen is likely to continue to grow in popularity, even as life (hopefully) begins to return to normal.
Here is a “Top Ten” list of critical questions to pose when planning virtual media events to ensure the activations will resonate with the media and stand out among all of the Zoom meetings on invitees’ schedules:
1) Do you have the scoop? While virtual activations help save the media time, reporters and editors are being invited to participate in a record number of events which are monopolizing their calendars. Media have challenged PR professionals to look at plans with a critical eye to ensure the announcement is truly unique or new, warranting the time being set aside. Ask yourself: could this be introduced as effectively through a pitch or mailer? If so, you might want to reconsider an event.
2) How’s it flowing? To underscore the busyness of editors’ schedules, they are begging for virtual activations to be as short and efficient as possible, so this should be considered when determining length and flow for an event. While keeping events to an hour or, ideally, less, it is essential to initially cover off on the important brand news not to be missed if any attendees need to jump off early. Create a run of the show with timing allotments, start on time and stick to your schedule.
3) Is I.T. on standby? Based on the level of production and scale of the event, it might be appropriate to build out a custom microsite to broadcast on and to use a professional video crew for best video quality and to be able to best capture imagery and cut between event elements. However, for a smaller budget and less produced activation, arranging a Zoom broadcast might work better. Whatever means of technology is selected, it is crucial to conduct several run-throughs with all participants to ensure the platform is working seamlessly and to create contingency plans for technological difficulties.
4) Ready for your closeup? Cultivating the proper aesthetic and backdrop is an essential step in planning in-person events, which remains the case for digital activities. Branding and design elements must be more significant, bolder and oriented for optimal on-camera viewing to adapt to a laptop screen’s small stage. Once you determine your desired look or theme, take pictures of the “set” and view them on a phone, in addition to a computer, to make sure that even a small screen provides an optimal experience. Even without a big production budget, you can create virtual or physical backdrops to take presenters out of their environments and into the brand’s world.
5) Who’s your top pick? When considering which experts and brand representatives will play active or speaking roles, it is essential to select people who will translate to the on-camera environment. Choosing individuals who enunciate, are comfortable on camera, have expressive personalities and, if tuning in live from home, have good internet connections are all important factors to enhance the event.
6) Are we having fun yet? To entice media members to participate and make the event memorable, creating a unique activity or experience that they can enjoy and follow along with is a great way to pique media interest and keep them engaged. Choose an activity relevant to the brand announcement, keep it short and enlist an expert to lead and guide the activity with an easy-to-follow demonstration.
7) Are you engaged? Beyond the activity, in wanting to make the most out of the event, it should be interactive and allow attendees to engage with the presenters. Whether there is a designated question and answer period set aside when participants can ask questions directly, or a chat feature is enabled to capture typed questions, allowing attendees to clarify points and ask questions will help them feel empowered with information and hopefully ready to share with their audiences.
8) Do you like to share? Media contacts are usually social-savvy, but if you want them sharing about the event, be sure that relevant brand handles and hashtags are discussed or displayed during the event (a holding welcome slate is suitable for this) and remind them throughout the event that the brand would love to see their content.
9) Are you propped up? Our virtual event success has been supported by sending client product samples, activity props and corresponding information, instructions and social prompts to media homes ahead of events to allow maximum engagement with the event. Just be sure they are useful. Carefully consider everything they might need, including elements like smocks, tarps or tablecloths for any messy activities.
10) Is it on the record? Inevitably on event day, there will be media contacts who have RSVP’d but can no longer attend. Recording the event and distributing it after to any interested, but unavailable, contacts allows them to participate and receive the vital product information.
From the more straightforward to the elaborate and interactive, when ample attention is devoted to planning and prepping for a virtual activation, it can be just as, if not more, successful than an in-person event. Allow the same pre-planning timing for your virtual event, carefully curate your media list, ask yourself the questions above and watch the digital RSVP’s roll in.
