Event PR: How to Make Your Launch or Special Event a Media Magnet

Planning an event is one thing—making it a media magnet is a whole other level. Whether you're launching a product, opening a new location, or hosting a nonprofit fundraiser, the goal is the same: you want attention, buzz and headlines.

But in a saturated media landscape, how do you turn a one-time gathering into a story the press can’t resist? It all comes down to strategic PR planning, compelling angles and creating moments that matter.

Here’s how to make your next event an irresistible media moment.

Start Early: The Power of Pre-Event Buzz

Media outlets — especially local ones — are always looking for the next big thing. If you want to stand out, you need to give them a reason to pay attention. That means starting your PR efforts well before the event itself.

Begin pitching at least four to six weeks before the event. Send out press releases, media alerts and personalized emails to journalists and influencers. Highlight the unique aspects of your event and what sets it apart from others. Is it a special guest, a noteworthy cause, or a behind-the-scenes experience? Make sure the media knows exactly why they should be there.

Pro Tip: Pitch local news desks and morning show producers at least a month ahead. According to Cision's 2023 State of the Media Report, 63% of journalists say they prefer pitches well in advance—and nearly half want a “newsworthy hook” in the subject line.

Create a Unique Story Angle

To grab attention, your event needs to be more than just a gathering. It needs a story. Think about your event from a journalistic perspective. What makes it newsworthy? This could be anything from a high-profile keynote speaker to a bold new product launch.

• Community impact: Is your event supporting a local cause? Focus on how it gives back to the community.

• Innovative ideas: Is it a unique format or an unexpected venue? Media love the "new" and the "different."

• Exclusive access: Is there VIP access, celebrity appearances, or first dibs on an exciting new release?

  
  

Tip: When crafting your pitch, lead with the most compelling and newsworthy angle. Journalists get countless event invites, so offering something fresh and exciting will get your event noticed.

Leverage Social Media to Build Anticipation

In the age of digital media, social platforms are one of your best tools for creating buzz before, during and after your event. Use them to build anticipation by posting sneak peeks, behind-the-scenes moments and countdowns.

• Hashtags: Create a custom hashtag for your event and encourage attendees to use it. This helps build visibility and provides a way for media to track the conversation.

• Teasers: Drop teaser content leading up to the event — a preview of a special guest, a product reveal, or exclusive event footage.

• Influencer partnerships: Get influencers or local figures involved early to help spread the word. Their audience can be a huge asset in generating excitement.

  
  

Stat to Know: Events with a charitable or community tie-in generate 23% more media coverage on average, according to a HubSpot 2024 PR Insights report.

Tip: Keep your social posts dynamic and shareable. Use video, images and interactive features (polls, quizzes, etc.) to engage your followers and encourage them to share.

Invite the Right Media Guests

You can have the best event in the world, but it won’t make waves unless you get the right media in the room. Identify key journalists, bloggers and influencers in your industry who would be interested in your event. Send them personal invites that highlight why your event is relevant to their audience.

Tip: Don’t just invite the local media — reach out to industry-specific publications, bloggers and podcasters. A feature in a niche outlet can carry just as much weight as a mention in the local news.

Create an Engaging Post-Event Press Kit

Your event doesn’t stop when the doors close. To make sure your media coverage continues after the event, create a press kit packed with content that journalists can use for future stories.

Your post-event press kit should include:

• High-quality images and video from the event

• Quotes from key speakers, attendees, or participants

• Recap of key moments or highlights

• Links to coverage or mentions in media outlets

• Any notable statistics or data points from the event

  
  

Tip: Provide easy-to-download assets so that journalists can quickly access what they need. The more media-friendly you make it, the more likely they are to pick up your story.

According to Eventbrite, 78% of event marketers say social media is their #1 tool for driving attendance and visibility.

Maximize Media Coverage During the Event

While the event is live, make it easy for media to cover. Designate a media liaison to coordinate interviews, provide press materials and answer questions. If the event includes a speaker or panel, make sure media members have the chance to ask questions.

Tip: Host an exclusive media-only session before or after the event for interviews or a deeper dive into the event’s theme. This could be a roundtable discussion or a one-on-one with the event’s headliner.

Post-Event Follow-Up

The work doesn’t end when the event wraps up. A strong media follow-up ensures that your event stays in the media spotlight.

• Thank you notes: Send a personal thank you to journalists, bloggers and influencers who attended. Include any links to coverage or upcoming events they might be interested in.

• Share the results: Let the media know how the event went — attendance numbers, media mentions, or social media buzz. This shows your event’s impact and can help you secure future media coverage.

  
  

Tip: Keep your post-event follow-up personalized and relevant. It’s all about building long-term relationships, not just checking off a task.

Final Thoughts: Turn Your Event Into a PR Success

Event PR is all about making noise — but it’s not just about throwing a party and hoping the media shows up. It’s about strategy, planning and knowing how to package your event in a way that gets attention and sustains buzz.

From creating a unique story angle to leveraging social media and media relationships, every step of your event PR strategy plays a role in turning your launch or special event into something the media can’t resist.

Ready to make your next event a media sensation? 

At BrandBomb PR, we specialize in turning events into memorable PR moments.

Contact us today to start planning your next big media magnet.