Annual meetings and events present an opportunity to gain major traction and build momentum with the media.  It’s a unique moment in time to provide direct access to your organization’s experts; interact in an engaging environment showcasing the best of your industry; and share news as it’s breaking.  Every meeting and event establishes specific goals as a measure of success; leveraging media as a marketing strategy to drive attendance, generate buzz and increase brand visibility is a powerful resource. 

Over the years, BRG has collaborated with diverse clients to help them get the most out of their annual meetings through strategic media relations.  We’ve developed a working model that continues to deliver consistent results (as demonstrated at Heart Rhythm 2009) and encourage our clients to consider the following tips:

1. Pique Interest with Online Access: Identify the most interesting studies or key issues being presented during your meeting and create a dedicated password-protected pressroom so media can easily access this information in the weeks leading up to your meeting.
2. Generate Immediate Coverage: There is nothing better than seeing media stories run within minutes of your news announcement.  Share select news items in advance under embargo, so reporters and producers can have stories ready to go on the day the news breaks. Even better - host a pre-event telebriefing to give media an overall glimpse of the news to come, which will help build buzz.
3. Showcase your Experts: Take advantage of having all your volunteers and leadership in the same location and make sure they have appropriate briefing materials for key news announcements. Media train them if needed and consider identifying and preparing multiple experts in case quick-turn interviews are requested.
4. Secure the Spotlight: If reporters spend the entire meeting talking to PR representatives from other organizations and exhibitors - it’s a missed opportunity for you. Make sure your messages and news stay front and center; be proactive - host press briefings, organize expert roundtables and schedule one-on-one interview opportunities. Also ensure your exhibitor policies require notification and approval of any other media-related events or briefings to ensure other events do not compete with yours.
5. Build Long-Term Relationships: Once media arrive on site, it is often the little things that make a big impact on their meeting experience. Provide dedicated, quiet workspace with computers, interview rooms, and even small touches like lunch or coffee. Distributing daily email reminders will also ensure they have all the information about briefings and upcoming news at their fingertips.