Top 5 Ways Promotional Events will Benefit Your Public Relations Efforts

written by Anna Marie Imbordino, CEO Chicago Buzz Marketing
October 28, 2016

Public relations in Chicagoland is just not what is used to be…or is it? We have all seen the trendy 90’s movies with the publicist running around New York coffee in one hand, press folder in the other on their way to some society event. When the average business owner imagines a publicist, they imagine that ultra smooth politics playing always in the know power suit wearing diva looking to beg, borrow, or steal their way to client nirvana. And although I can not exactly say that stereotype is wrong, I can say that those guys are struggling in today’s digital based marketplace. Not only has the media shifted to a more digital format for distribution, but so have their followers. But the digital shift is not the most interesting change in the industry; it is the change back to relationship building and trust based personal branding that has been challenging for some in the industry. You may not understand what I mean by this but I can explain it easily. The media and the public are more aware of advertising and more cluttered with information than ever before. Because of this, the average person has what I like to call a “promotional barrier.” People understand they are being sold to…or at least they think they do. So today’s publicist has to shift from “selling you an idea or story” to communicating to an audience in a more personal and specific way. The ironic part is we have in some ways back tracked to the Madmen days of having to actually get out from behind that desk and actually build personal repertoire with our media and audience. So what now? What do I do in a market who craves digital content but refuses to “buy” unless I personally connect with them? There are numerous answers to this question but one easy tool is strategic promotional events. Why an event? Check out my top 5 reasons your public relations campaigns would benefit from a promotional event…

Creates digital content for your social media, website, blog, and email blasts
Sets in place a call to action for both your press contacts and your target audience
Allows for you to target and create language for a specific market sector
Let’s attendees “see for themselves” the product/service benefit or story you are selling
Creates a fun and low key opportunity for press, bloggers, power networkers, and potential leads to experience you without obligation