Part 1: How to get coverage in the social pages

Posted on: October 27th, 2008

I love a party. The best party I ever went to was a wake. Let’s just say if it was the subject of a joke it would start something like this: “Fourteen people and a blow-up dolphin are in a spa…” but that’s a story for another time because I would like to keep my job and reputation in tact.

We all know Sydney loves a party, but last week we learned that Sydney really, really loves a pool party, especially if it’s hosted by the notorious party master, Justin Hemmes.

Last Thursday we helped Justin launch ivy’s Pool Party, which was named Party of the Week by Amy Cooper in The Sun Herald S; just one of 14 clippings secured pre and post event.

At Stellar* we are often set the task of getting coverage in the social pages. This is not easy; competition is fierce, coverage can’t be guaranteed and reviews can be harsh.

If you’ve got aspirations for your event to make the socials or get the kind of coverage that will generate awareness, increase patronage, sell product or create buzz, the following list of tips will come in handy.

We’re posting this in two parts; the remaining tips will follow later in the week.

1. First, check your objectives. Clients often want a party without really drilling down on what the objective is and who their target consumers are. Who can blame them really? Parties are fun, however your objective might not be best achieved via an event. Similarly, if your targets are boomers, the social pages aren’t a good match and you should look at a more intimate event with different media targets.

2. Have a cool hook or theme that relates to your product or brand. The theme must be visually strong because coverage in the social pages is concise and image driven – so you’ve only got a small opportunity to get your message across. Plus, always include the brand or product name in the party title so that at the very least you’ll get a mention here.

3. You’re going to need young, good looking people, models and celebrities (they don’t have to be A list). That’s the simple truth of it. You’re going to need these people and lots of them, unless your product or brand is super sexy, has a certain level of cache, or the event idea is so out-of-this-world no one has ever heard or seen anything like it.

4. Events that offer a unique experience always have an advantage. They help with rsvp’s, talkability and coverage. Offer this via a ‘first ever’ happening, a special guest, a unique location, an exclusive performance – anything people can’t normally get, have access to, or experience. Aside from celebrities, media also love access to senior management, particularly if they have a public profile.

We’ll outline some practical tips in part 2, later this week.

Posted by Renee Creer

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