Designing PR events effectively: From the idea to the event

1. Goal definition: What is the event intended to achieve? Who is the target group?
2. Appointment: For the optimal date, you need a sure instinct when coordinating with customers, speakers, appointments of the competition, vacation periods/school holidays, etc. It should go hand in hand with the product launch and take into account a lead time for reporting. The location should fit the target group and the theme of the event.
3. Locations: Venues that are new to the participants and make the event a highlight (e.g. a new restaurant, a spectacular event location, etc.) are popular.
4. Motto/PR hook/program: A creative event theme arouses curiosity and creates excitement in advance. The program should include highlights and, if necessary, interactive elements (audience questions, workshops and breakout sessions).
5. Invitation management: Early invitation of guests/speakers, press and influencers. A Save-The-Date offers the target group the opportunity to keep this date free and to be able to factor in any planning details for the journey.
6. Scheduling: A detailed schedule ensures that everything runs smoothly and ensures that everyone involved can prepare accordingly.
7. Technology & equipment: Lighting, sound and presentation media must be perfectly coordinated. Safety is ensured by an on-site technician who can intervene quickly in the case of technical problems throughout the event.
8. Catering/decoration: Depending on the type of event, buffet, menu, flying buffet or food stations can be chosen. Meat, fish, vegetarian and vegan options should be offered and gluten or lactose intolerances or nut allergies should be taken into account. Fresh ingredients guarantee better taste and sustainability! Ideally, you should seek advice from a regional catering service and, if necessary, also take into account the colours of the brand/season and current food trends when making your selection.
9. Press materials and giveaways convey the message: This includes the press kit (physical or digital) with press release, background information on the company/product, high-quality images and infographics, contact person for media enquiries, QR code with digital press material. Practical for journalists to take notes are a notebook and pen as well as an event agenda and speaker list as an overview of the program. Product samples to test and take away are of course the highlight and, if of high quality, speak for themselves. Additional giveaways are then superfluous. Otherwise, it is advisable to pay attention to originality and sustainability when choosing giveaways.
10. Follow-up and success monitoring: After the event, it is essential to measure success. This includes gathering feedback from attendees and speakers to get valuable feedback. In addition, the results of the event should be documented in detail in order to record the most significant findings. It is also important to carry out follow-ups to maintain contact with the participants and clarify any questions that may arise. Finally, a success analysis is carried out, in which the number of participants, media reports and the achievement of goals are used to evaluate whether the event has achieved the desired results.

• Webinars and online press conferences: Companies can reach media representatives and experts in a targeted manner.
• Virtual product presentations: Interactive elements such as 3D demos or augmented reality make the experience more tangible.
• Live streams and social media events: Direct interaction with the audience through Q&A sessions or live chats.
• Digital trade fairs and networking events: Participants can network virtually and follow presentations.

Although digital events are more flexible, they require just as careful planning as live events. Important points are:

1. Technical infrastructure: Choosing the right platform (e.g. Zoom, Microsoft Teams, YouTube Live) is crucial. Backup solutions for internet problems or server failures should be planned.
2. Content strategy: Exciting content makes participants curious.
3. Opportunities for interaction: Live chats, polls, or breakout sessions encourage participation.
4. Promotion & Invitation: Online marketing strategies such as email campaigns and social media announcements are elementary.
5. Giveaways for digital press events (press kits, PR packages, media kits, or influencer kits) are specially curated packages that are sent to journalists, influencers, or content creators in advance to showcase a new product or brand. These packages increase anticipation, interaction and social media presence. Typical content is personalized products, product samples or exclusive items (limited editions or special goodies), handwritten notes or personalized cards (to strengthen personal bonds) and digital press material (images, videos, press releases)
6. Follow-up: After the event, participants should be further involved through follow-up actions.

Conclusion: Choose the right event strategy

Organizing a PR event is time-consuming and requires detailed planning! A successful PR event strengthens the emotional connection to the brand through an impressive event experience and can make a significant contribution to the image upgrading of a brand.

Whether live or digital – the choice of the right PR event depends on the goals, the target group and the available resources. While live events are particularly suitable for personal interaction and emotional bonding, digital events score points with flexibility and reach. A combination of both formats can be a particularly effective PR strategy (so-called hybrid events). For example, national guests can take part in a location-based live event.