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Repurposing Public Relation efforts

Clarity of Event Details

Firstly one should do enough research to have an action plan for publicising the event. For this first step is to clearly list the details of the event to make it easy for a press piece to tune in readers.This should include details about the event, prices, offers and highlights.This can include something unique that has never happened before to catch the attention.

Press Pitch and Timing

The most important task is making a lucrative press pitch and starting the process at the right time. Make an engaging and interesting story of the cause you are promoting so that the media pursues you and not the other way around.This will automatically attract press coverage and make sure the pitch is prepared and sent a month before the event so that the media gets enough time.

Hook Messaging

A hook message can be in the form headline, image, a thought provoking idea, videos, something that adds relevance to the event, something which glues the readers.


To maximise the results it is important to know who is likely to attend and cover your event. Once that is clear you can search which writers, authors, editors to focus on for the event. Keep the emails in check and prepare an event media list. Remember to include local publications to anyone relevant in your research.


One of the cheaper forms of coverage is blogs since it’s published on your own website. Make sure to include some exclusive information that people would not get in the media otherwise.


Involving the PR team to help you circulate the newsletters to create a media alert about the event is one of the efficient ways to create a buzz in the market. It is an effective way to direct traffic. Newsletters are also great to share on social media and do direct communication with people.

Use a celebrity guest

This will create more traction for the event and help you with better coverage. If some known person or performer who is relevant to the event promotes the event the people will come automatically. He doesn’t have to be someone very famous but someone who is a leader in his field be it in business, politics or social work. This will also help get more media journalists who have interviewed the performers and guests in the event earlier.

SOE and Hashtags

Paying attention to what appears on the search list while the audience searches is important. Make sure you write the relevant keywords which will direct the audience towards your piece. Even putting relevant hashtags is important and the one which is constantly used so that it generates engagement and helps creating a niche which promotes the event better.

Create PR assets

The press wants to engage the readers and you can assist them by offering visuals, videos, pictures from previous events, speakers or performers videos.

Invite Press

Give access to the media by giving them access to event. This would help in them covering the event, giving live coverage to the event.

Promotions can be tricky but with right strategic planning, foresight and apt timing it can be efficiently executed. There is no specific way to promote, each event is different and it will take trial and error on the part of the organizers to ensure good results.

Most Startups focus on a Customer-first Approach with little or no attention to Public Relations. However, Public Relations is an essential component of the marketing mix and can generate positive impressions through strategic planning and execution.
To adopt a scalable business model, Startups need to give emphasis to Public Relations in the early stages as it helps to discover new customers, continuously refines the positioning and messaging architecture, garners much needed exposure and builds on the product itself.
Furthermore, the impact of Public Relations does not merely end after an article has been published and readers of that publication have read your news. The PR influence can be multifold. Digital Outlets such as social media and social bookmarking sites are great platforms/avenues to attract and engage with niche communities. These Digital Outlets are excellent platforms to repurpose the Public Relations efforts and reinforce the messaging of your Startup.
In addition to creating dialogues on social media platforms such as LinkedIn, Twitter, Facebook, etc, capitalizing on other social benchmarking sites such as Tumblr, Medium, Quora, Reddit, etc is a great way for startups to stay plugged in, create discussions, reinforce company messaging, and amplify the reach of PR placements.
For instance, one of our clients at The Pen Project is in the education sector. Our team featured the educator in a prominent news channel on a trending topic. This was then promoted on social media with creative headlines reinstating the talk points of the company.
Another client in the technology sector generated multiple impressions through opinion articles in niche publications. We reiterated the communication through social media promotions and repurposed the same content on social benchmarking sites.
Reinforcing and re-emphasizing through multiple communication channels helps to hammer the news again and again to the audience.
Want to know more on how to make your Startup’s news go viral? Connect with us at The Pen Project.
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