Your event’s venue can be critical to the type of media coverage you’re likely to attract. The key is to consider your PR at the outset, before signing the venue contract. Don’t make it an after thought. Matching the venue location to the type of media coverage you desire could make a difference in how much coverage you actually get.
Whether you have a downtown area or a small suburban site in mind, start by making a hit list of media that typically covers that area. Does it include the larger newspapers, TV and radio stations? Do you need the larger media to reach your target audience?
Large urban venues
Larger, more urban venues typically will have a broader appeal with the media. If you want to draw people from miles away, rather than just your local neighborhood, then you’ll want to use larger daily newspapers, and major TV/radio stations. A major urban venue would be an ideal fit. Larger media want to cover events that appeal to the largest number of people within their target audiences. So if your event is meant to appeal to a wide audience, and is held at a central location that has a history of drawing people from all directions, then the larger media are more likely to cover it.
For example I help publicize the annual Body Mind Life Expo, held at the Minneapolis Convention Center. This is a big event and we want the widest reach possible. The Convention Center fits well. It is a popular downtown venue and home to many events. It is also covered regularly by the major TV stations and daily newspapers. Since we start working on publicity far in advance, we also reach out to the long-lead regional magazines. If you need coverage by the higher wattage radio stations, which reach the largest number of people in your area, a centralized venue is a great fit.
I’m currently working on publicity for two fall events, the Fall 50+ PrimeTime Living Expo and the Mid-America Remodeling & Design Expo, both of which will be held in the grandstand building of the Minnesota State Fairgrounds. Obviously, it’s a location familiar to the media and most residents. It’s also conveniently located for most anyone in the Twin Cities area. That means it appeals to the media’s largest audiences. These are big events and deserve a big venue. I predict we’ll also be successful with placing stories in the media.
Small local venues
In contrast local suburban papers may not be interested in reporting on an event held downtown (or any of the larger urban areas), because the location is not “local enough”. If your event is intended to reach your most immediate neighborhood, hold it locally and target smaller weekly papers and local radio stations. Smaller radio station with lower wattages tend to cover just their local areas and love to feature events going on in their own backyards.
Uncertain where your venue falls within this mix?
When considering how the media will receive your event pitch, remember that a venue’s reputation is critical. Do some research for other events that were held at this location. How did they fare with media coverage?
Remember whether large or small, a popular location will generally attract more media. Again any stories that have mentioned that venue can help you decide if that is the image you want your event to project.
Unexpected locations could pique media interest.
How does a tropical destination sound? How about the history or art museum? The press loves it when venues creatively tie into an event.
A classic example is the Girlfriends Expo and Getaway held each November at Treasure Island Resort and Casino. The venue is a win-win for event coordinators. The image they want to project is a weekend getaway for attendees, and the media love how the location fits with the event’s theme.
Narrowing your search for a great venue is simpler when you consider your media options. Are you trying to keep small and very local, or will you need larger, more urban media coverage? How is an unusual location likely to appeal with reporters?
Whatever your plan may be, do your research.
