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Event PR: How to Get Journalists to Show Up (and Show Interest) in a Hybrid Event World
In the old days, getting journalists to attend an event was all about a sharp invite, a compelling hook, and a great canapé. But now? It’s a different game.
Today’s media landscape is fragmented. Journalists are more stretched. Content creators now sit alongside traditional press on guest lists. And while live interaction is powerful, the hybrid mindset remains – meaning events must serve both those in the room and those engaging from afar. So how do you cut through the noise and actually get journalists to turn up and care?
Here’s what actually works.
- Focus on Story, Not Spectacle
A good looking event will always have its place, but it’s not enough on its own. Journalists are looking for access to people, ideas and moments they can’t get anywhere else. What matters most is the story: what makes this event newsworthy right now? Whether it’s a product launch, brand collaboration, or thought leadership platform, it has to give them something real to write about. A great visual backdrop might help with Instagram, but a strong editorial hook is what lands a piece in print or online. Think relevance, timing, and originality.
- Design for Content, Not Just Attendance
Even if your event is in-person, many of your press contacts may not attend. That doesn’t mean they’re not interested – it means they need access on their terms. The expectation now is that content will be ready and usable, even remotely. That means capturing the best moments in a way that can be easily repurposed: from interviews and behind-the-scenes footage to pre-edited social clips and high-quality photography. You don’t have to livestream the whole event, but you do need to ensure the most compelling parts are easy to share, quote, and embed.
- Make Time and Value Your Selling Points
Journalists have less time and more noise to cut through than ever. If you’re asking them to leave their desks (or Zooms), you need to make it worth their while. That means giving them a reason that’s stronger than “come along and see what we’re doing.” Be clear in your invite – and your planning – about the experience you’re offering. Who will be there? What insight will they gain? What will they leave with that’s unique or exclusive? If the answers are compelling, they’re more likely to make space for you in their schedule.
- Bridge the Gap Between Press and Creators
Today’s events rarely host one type of audience. Influencers, content creators and journalists are often in the same room, and increasingly, they’re expecting similar levels of access and attention. This doesn’t mean treating everyone the same – but it does mean planning with a wider lens. Press want quotes and stories; creators want visuals and moments. When you build your event with both in mind, you increase the chances of meaningful coverage across editorial and social – and create more longevity for your content.
- Deliver the Follow-up Journalists Actually Need
What happens after the event can be just as important as what happens during it. Journalists are often on tight deadlines, so the easier you make it for them to follow through, the better your chance of landing a story. That means sending out a clear, useful follow-up that includes well-labelled images, quotes, data points and anything else that brings the event to life on the page. A personal message can go a long way too – especially if you know a writer is working on a specific angle or needs something tailored. Following up with value, not just a thank-you, is key.
The takeaway? If you want press to show up, you need to think like them. Build your event around their needs, give them a story, and make it easy to tell. The more you support their work, the more likely they are to support yours.
Need help making your next event more media-friendly? Get in touch: nadia.cohen@cigroup.co.uk