Directing the Herd: Making Press Events Work for Your Company

Part Two of Two As we discovered in the first installment of our advice for event management, advance work is the name of the game in making sure the media are motivated to attend your event. Giving the press good hooks, clarifying expectations about the event, and providing some with exclusive access are among the keys to getting them there. But once the press is in the house, most event managers say, it is important for PR pros to keep their eye on the prize--the stories that reporters will produce. Most experts (and journalists) advise doing more than wrangling the herd and putting out fires. You have to help the media write their stories by providing them the assets, the hands-on experience, the ideas, and the targeted information that gets them in the door, out the door and on deadline with a story that makes it past the editor's desk.

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