Hosting a great event isn't enough; if no one hears about it, your efforts might fall flat. Getting media coverage can be the difference between a packed venue and empty seats. This guide will walk you through exactly how to get media coverage for your event, from building a press list to pitching journalists and amplifying coverage post-event. Planning your next event? FreshTix helps you streamline ticketing, promotion, and more with our easy-to-use platform.
Why Media Coverage Matters for Events
Media coverage does more than just spread the word about your event. It builds credibility and legitimacy that money can't buy. When a respected news outlet covers your event, it signals to potential attendees that your event is worth their time and attention.
Media coverage expands your event's reach beyond your existing audience. Federal government research on communication effectiveness shows that strategic messaging and performance measurement are essential for maximizing outreach impact and return on investment.
Media coverage also helps attract sponsors, partners, and attendees who might not have discovered your event otherwise. Plus, it creates lasting credibility that you can leverage for future events and marketing efforts.
Step 1: Identify Your Story Angle
Before reaching out to media, you need to understand what makes your event newsworthy. Not every event deserves coverage, but every event has potential angles that could interest journalists.
What makes your event newsworthy?
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Notable speakers, performers, or guests
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Unique or timely theme that ties to current events
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Local impact or community involvement
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First-time or milestone events (10th anniversary, etc.)
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Surprising statistics or research being unveiled
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Controversy or debate around the topic
Tailor your message for different media types. TV and radio need visual and audio elements, while print and online outlets want compelling stories with strong headlines. Local media focuses on community impact, while industry publications care about professional relevance.
Step 2: Build a Targeted Media List
Generic mass emails kill your chances of coverage. Instead, create a targeted list of journalists and outlets whose interests align with your event.
How to build your media list:
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Start with local newspapers, TV stations, and radio shows
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Research industry-specific publications and blogs
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Find reporters who cover your event's topic area
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Use LinkedIn to identify journalists at target outlets
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Check recent articles to understand their beat and interests
Segment your list by outlet type, geographic area, or interest level. This helps you customize your pitch for each group and track response rates.
Step 3: Create a Compelling Press Release
Your press release is often the first impression journalists get of your event. Make it count with these essential elements:
Key components of a strong press release:
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Engaging headline that captures attention
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Clear summary of event details (who, what, when, where, why)
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Quotes from organizers, speakers, or key figures
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Media contact information and relevant links
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High-resolution images and logos for easy use
Write like a journalist. Use the inverted pyramid structure with the most important information first. Include specific details, avoid jargon, and make it easy to scan quickly.
Step 4: Pitch to Media the Right Way
Your pitch email determines whether journalists will read your press release or delete it immediately.
Best practices for media pitching:
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Personalize each pitch, reference their past coverage or beat
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Keep it short and relevant (2-3 paragraphs max)
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Lead with the most compelling angle for their audience
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Offer exclusive interview opportunities or early access
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Include your press release as an attachment, not in the body
Follow up strategically. One follow-up email is acceptable, but don't spam. If they don't respond after two attempts, move on to other contacts.
Step 5: Leverage Social Media and Influencers
Social media amplifies your traditional media efforts and creates additional coverage opportunities.
Social media strategies:
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Announce your event and tag relevant media outlets
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Create and promote a branded hashtag
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Share behind-the-scenes content and speaker highlights
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Partner with local influencers for organic promotion
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Post engaging visual content that's easy to share
Research from the National Institutes of Health shows that social media marketing activities have significant impact on consumer engagement, making your digital presence crucial for media interest and attendance. FreshTix makes this easy with our social media integration features that help you promote events across multiple platforms.
Step 6: Make It Easy for Media to Cover You
Remove barriers that prevent journalists from covering your event effectively.
Create a digital media kit with:
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Event fact sheet with key details
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High-resolution logos, photos, and graphics
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Speaker bios and headshots
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Press release and background information
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Direct contact information for interviews
On-site media support:
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Designate someone to coordinate media check-in
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Provide dedicated media seating or viewing areas
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Offer interview opportunities with key speakers
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Have photo opportunities and B-roll footage ready
Professional event management creates the smooth experience that media outlets want to cover. FreshTix's reserved seating software and mobile ticketing system help you deliver the professional, organized events that attract media attention.
Step 7: Maximize Coverage After the Event
Your media relations don't end when the event does. Post-event follow-up can generate additional coverage and build relationships for future events.
Post-event strategies:
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Send thank-you notes to media who covered your event
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Share event recap with key statistics and outcomes
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Provide additional quotes or follow-up interviews
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Distribute high-quality photos and video content
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Tag media outlets when sharing their coverage on social media
Use media clips in future promotional materials and leverage the credibility for your next event.
Bonus Tips for Local Events
Local media often provides the most valuable coverage for community events because they have engaged, geographically relevant audiences.
Local media strategies:
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Reach out to morning radio shows and local TV programs
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Submit your event to community calendars and websites
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Connect with local bloggers and influencers
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Invite city officials or notable community figures
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Partner with local businesses for cross-promotion
Common Mistakes to Avoid
Learning from others' mistakes can save you time and improve your success rate.
Don't make these errors:
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Sending generic, mass emails to dozens of outlets
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Pitching too close to your event date (aim for 2-4 weeks ahead)
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Forgetting to follow up or say thank you
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Ignoring smaller outlets that might give great coverage
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Failing to track which outlets covered your event
Final Thoughts: Turn One Event Into Ongoing Buzz
Media coverage isn't just a one-time win, it builds momentum for future events and establishes your credibility in the industry. Each piece of coverage creates valuable content you can repurpose for marketing materials, social media, and future press kits. Building long-term media relationships pays dividends, as journalists who cover your event successfully are more likely to cover future events.
Let FreshTix help you stay organized and professional from start to finish. Our platform makes it easy to manage events, track ticket sales, and create the smooth, professional experience that media outlets want to cover. With features like mobile ticketing, reserved seating, and comprehensive event marketing tools, you can focus on creating newsworthy events while we handle the logistics.
Ready to get started? Create your next event with FreshTix and watch your media coverage and attendance grow.