How to get media coverage—and please your client

A lot can go wrong when you’re marketing and promoting an event. To avoid missteps, consider this advice.

Many PR pros have experienced a client handing off an event or activation and saying, “Do your thing.”

A common response is to begin working with them and then to transform the project into something that will garner media coverage. How does the client respond?

“Sorry, it’s already set in stone. Changes are not welcome.”

Your value might be low, but expectations are high.

Here’s what you know that the client might not:

There are competing events that day.

There isn’t a strong story to pitch journalists.

It’s taking place in the middle of nowhere.

It’s scheduled right before, the day of or right after a major holiday.

That’s when any rational argument you make gets viewed as whining and complaining. There is real danger that you will be tagged as the naysayer instead of a team player.

JUST ANNOUNCED: The 2017 Social Media Conference for PR, Marketing and Corporate Communicators at Disney World.

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