Public relations may be increasingly focused on digital rather than traditional media, but the value of face-to-face PR events isn’t diminishing. Far from replacing real-world experiences, social media is actually enhancing them. Here are some great tips and top tools to help you succeed before, during and after your PR event.
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BEFORE THE EVENT
Hub!
- create an online hub, a single destination for everyone interested in the event
> include all social media profiles and the event hashtag (for Twitter and Flickr, YouTube, etc.) on one page
> on the day, use the hub to combine your live blogging with social media buzz about the event1
Get Social!
- find out where your audience is, and promote the event there – forums, Facebook, Viadeo, LinkedIn etc.
- use Pinterest as a visual showcase of your event, and allow speakers and attendees to pin themselves to collaborative pinboards
> get people talking before the event, and they’ll be more engaged and active when the big day comes
Press Release 2.0!
- provide shareable content optimised for each channel, such as video previews and ready-made tweets
> link everything back to your hub, including badges for participants to put on their own profiles sites
> a Search Engine Optimised online press release can rank in its own right, giving greater visibility for your event
DURING THE EVENT
Tweet!
- provide a dedicated hashtag and a Tweet Wall to display relevant tweets3
> live tweet the event, retweet and reply to others – keep the conversation buzzing4
> a dynamic Twitter stream keeps attendees engaged and lets those not present know what they’re missing
Show and Tell!
- stream live audio or video of keynote speakers alongside their presentation material5
> interview attendees and speakers for a deeper exploration of ideas coming out of the event6
> showcase this engaging content on social audio and video sites, and embed on your hub
Automate!
- schedule social updates to automatically announce the time and location of each session7
> use a virtual welcome wall and social networking tools to allow attendees to connect with each other8
> you can even automate the publication of a crowd-sourced, shareable daily newsletter9
AFTER THE EVENT
Curate!
- showcase the event content (Presentations and other resources) online10
> collect and curate the best attendee content, from tweets to blog posts11
> great content extends the life and reach of buzz about your event
Crowd-source!
- crowd-source opinion at your event using polls and surveys12
> produce a White Paper that captures your participants’ point of view
> establish your event as a centre for thought-leadership
Follow up!
- identify everyone who joined in online
> every tweet, retweet, Facebook like etc.
> target these prospects with future communications/events
