Running events for PR and media Running events sounds simple on paper, but finding a concept that works for the media as well as the guests you have attending is a bit of a dark art. We were recently briefed to develop a concept for The Glenlivet at The Spirit of Speyside; a world-famous whisky festival up in the Scottish Highlands. The challenge was that our event would be held during an open day that people could walk in and out of. So we needed to find a concept that would work in isolation as well as on a loop. Having designed and run a lot of events over the years, I know that one false move can result in a disengaged audience and an event that is perceived as a bit vanilla. So – once you’ve got people there, how do you keep them there and ensure they have a good time? Here are the Rules of Engagement Don’t make people do too much. As a rule, people prefer to passively enjoy an event with the odd bit of audience ‘participation’ (which for a classically awkward British person can be as little as having a break to get a drink, or being picked on by a comedian). So rely on your talent to do all the work. The split is approximately 80/20 – ensure it never goes the other way. Make sure your space is optimised for the crowd you have attending. If it’s a small group, create an intimate space by arranging tables and chairs as a focal point for people to position themselves around. This ensures there won’t be any awkward empty spaces that make the event seem empty. A crowd normally behaves like a moth around a flame, so unless your venue is absolutely packed, everyone will otherwise cling to the walls around the edge. Source the best, most relevant you can. If you’re using talent, make sure you have the coolest or best in the business. Your workload in the run up or on the day will be vastly reduced, and it will give your event the edge. { "@context": "https://schema.org", "@type": "HowTo", "name": "How to Run Successful PR and Media Events", "description": "A step-by-step guide to planning and executing successful PR and media events that engage attendees and deliver impactful results.", "image": "https://rtc.london/wp-content/uploads/your-image.jpg", "totalTime": "PT10M", "estimatedCost": { "@type": "MonetaryAmount", "currency": "GBP", "value": "Varies" }, "supply": [ { "@type": "HowToSupply", "name": "Event Concept & Planning Documents" }, { "@type": "HowToSupply", "name": "Venue & Space Layout" }, { "@type": "HowToSupply", "name": "Guest List & Media Invitations" } ], "tool": [ { "@type": "HowToTool", "name": "Event Management Software" }, { "@type": "HowToTool", "name": "Audiovisual Equipment" }, { "@type": "HowToTool", "name": "Social Media & PR Promotion Tools" } ], "step": [ { "@type": "HowToStep", "name": "Create a Concept That Appeals to Both Media and Guests", "text": "Develop an event concept that works for both media coverage and attendee engagement, ensuring it functions in isolation or as an ongoing experience." }, { "@type": "HowToStep", "name": "Ensure Audience Engagement Without Overloading Participation", "text": "Avoid making attendees work too hard—keep audience participation light while allowing key speakers or performers to drive engagement." }, { "@type": "HowToStep", "name": "Optimize the Event Space for Maximum Impact", "text": "Arrange the event layout to create an engaging atmosphere. For small groups, make the space feel intimate to avoid empty, disengaging areas." }, { "@type": "HowToStep", "name": "Choose High-Quality Talent and Speakers", "text": "Work with top-tier speakers or performers to add credibility and entertainment value. High-caliber talent ensures strong audience engagement and reduces workload." }, { "@type": "HowToStep", "name": "Enhance the Guest Experience Through Thoughtful Execution", "text": "From venue setup to entertainment, every detail should contribute to an enjoyable and seamless event experience for both media and guests." } ] }
In March 2023, Richmond & Towers proudly became the UK’s first 100% employee-owned, B Corp certified PR and social media agency. Achieving B Corp status was a was a further demonstration of our commitment to ethical and environmental business practices and social responsibility. Celebrating B Corp Month felt like an… Read more
Snack bars are evolving – fast. While some brands are feeling the squeeze (cheers rising costs and HFSS regulations), others are proving that with the right mix of innovation, great taste and a strong brand story, there’s still massive room for growth. And we’re not just saying that – the… Read more
It’s official – frozen food is having a moment, and it’s here to stay. We’ve waved goodbye to the days when supermarket freezers were seen as uninspiring, purely functional and lacking in quality. Now, more consumers than ever are making frozen food a big part of their shopping routine, whether… Read more
illy opened its second standalone store in the UK this month and Richmond & Towers was briefed to officially mark its opening in a manner befitting illy’s inimitably sophisticated style. Leveraging our celebrity, influencer and media contacts, we hosted an evening for guests that spotlighted illy’s unparalleled connections with the world of art and design, as well as communicating the coffee roaster’s obsession with quality. Part of this included running coffee cocktail masterclasses with illy’s UK head of quality, Marco Arrigo throughout the evening. Arrigo talked to guests about illy’s uniquely premium blend, and also paid homage to fabled bartender Dick Bradsell, who was known for inventing the Espresso Martini for Kate Moss using illy coffee. Guests, including Lucy Watson and boyfriend, James Dunmore, TV presenter AJ Odudu and socialite Roxie Nafousi, also enjoyed prosecco, Franciacorta and Italian canapés made from the finest regional ingredients. Dishes included black focaccia with burrata, wild salmon and dill, ravioli with pumpkin and sage, and beignets filled with pistachios from Bronte, made by world-class pastry chef, Luigi Biasetto. To cement the messaging being communicated by attendees on social media, as well as via a film we produced on the night for illy’s owned channels, we also set up an interview for illy’s new CEO, Massimiliano Pogliani, with Monocle 24. The opportunity was designed to ensure that Mr Pogliani was able to discuss illy’s new South Kensington offering with presenter Danny Giacopelli immediately prior to attending the event. Commenting on the launch, illy’s new CEO, Massimiliano Pogliani, said: “illy believes that, combined with its obsessive pursuit of the highest possible quality coffee beans, its passion for art and culture enhances someone’s sensory enjoyment of their favourite illy drink. “illy South Kensington has been painstakingly designed to embody illy’s values, from its illy Art Collection cups chandelier, to its 1930s illy advertising poster replica. We are certain we will soon become an intrinsic part of local life.” illy South Kensington is located at 23 Old Brompton Road, London SW7 3HZ.
In March 2023, Richmond & Towers proudly became the UK’s first 100% employee-owned, B Corp certified PR and social media agency. Achieving B Corp status was a was a further demonstration of our commitment to ethical and environmental business practices and social responsibility. Celebrating B Corp Month felt like an… Read more
Snack bars are evolving – fast. While some brands are feeling the squeeze (cheers rising costs and HFSS regulations), others are proving that with the right mix of innovation, great taste and a strong brand story, there’s still massive room for growth. And we’re not just saying that – the… Read more
It’s official – frozen food is having a moment, and it’s here to stay. We’ve waved goodbye to the days when supermarket freezers were seen as uninspiring, purely functional and lacking in quality. Now, more consumers than ever are making frozen food a big part of their shopping routine, whether… Read more
From museums and heritage attractions, through to bowling centres and bars, our clients are often either reopening their venues following a refurbishment, or opening brand new ones. But when it comes to the crunch, the old adage of ‘build it and they will come’ doesn’t really apply. In reality, a high energy programme designed to drive awareness and excitement at a local level, both in the run up to and after launch, is critical when it comes to delivering footfall and hitting commercial targets. Here are some tips for dreaming up a water tight PR and communications strategy to make your opening go with a bang: Decide what the most important thing you need to achieve is – is it a busy opening night, or brand awareness in the local area, for example? Knowing this will help develop appropriate tactics that will work hard for you. Kick the press juggernaut into gear early – pre-promote the opening to local media, invite the news team to the opening night and then use photography from the night to achieve a second wave of press coverage. Photography – make sure any photography you take on the night is of a professional standard. Make a brief that covers off everything you might need going forward – from shots for local media to shots for Point of Sale – and stick to it. Hold a launch night – they bring focus, help create a sense of excitement and outwardly demonstrate to people that your venue is the place to be. Make sure your campaign is integrated – for a truly successful launch, as many audience groups as possible must be targeted, from solus emails to your database, to direct marketing and ramped up activity on social media. Work with local bloggers to pre-promote the opening night and review your venue – it’s an impactful way of delivering quality press coverage to a different audience and making them your unofficial brand ambassadors for life. They’ll also support you on social media, increasing your natural reach inestimably. Know your area – some tactics such as guerrilla marketing will work better in smaller areas, whilst in bigger areas, towns or cities often something more brazen may be required. Get feet on the ground – there is no substitute for local networking, from sending out your venue’s staff with information about the opening night to putting promo teams on the streets with details of opening offers. Spend wisely – big ticket items such as out of home advertising can be very powerful, but spending more money doesn’t always equal getting more impact. Be true to your brand and stand out – make sure whatever final tactics you decide upon inherently communicate your brand’s messages to consumers and – whatever happens – make them memorable! { "@context": "https://schema.org", "@type": "HowTo", "name": "How to PR a Venue Opening", "description": "A step-by-step guide to creating a PR and communications strategy for a successful venue opening.", "image": "https://rtc.london/wp-content/uploads/your-image.jpg", "totalTime": "PT10M", "estimatedCost": { "@type": "MonetaryAmount", "currency": "GBP", "value": "Varies" }, "supply": [ { "@type": "HowToSupply", "name": "Venue PR Strategy" }, { "@type": "HowToSupply", "name": "Press and Media Contacts" }, { "@type": "HowToSupply", "name": "Social Media and Marketing Plan" } ], "tool": [ { "@type": "HowToTool", "name": "Photography and Videography Equipment" }, { "@type": "HowToTool", "name": "Email Marketing Software" }, { "@type": "HowToTool", "name": "Social Media Management Platforms" } ], "step": [ { "@type": "HowToStep", "name": "Define Your Key Objectives", "text": "Determine the most important outcome for your venue opening, such as attracting a large crowd on opening night or building brand awareness in the local area." }, { "@type": "HowToStep", "name": "Launch Your Press and Media Strategy Early", "text": "Pre-promote the opening with local media, invite journalists and influencers, and use post-event photography to extend media coverage." }, { "@type": "HowToStep", "name": "Ensure High-Quality Event Photography", "text": "Take professional-grade photos of the venue and event to use for media coverage, social media, and future marketing efforts." }, { "@type": "HowToStep", "name": "Host a Launch Night Event", "text": "A dedicated launch night creates buzz, attracts key influencers, and establishes your venue as a must-visit location." }, { "@type": "HowToStep", "name": "Use an Integrated Marketing Approach", "text": "Engage multiple audience groups through email marketing, social media campaigns, direct outreach, and on-the-ground promotions." }, { "@type": "HowToStep", "name": "Leverage Local Bloggers and Influencers", "text": "Invite local bloggers to attend and review your venue, helping generate organic buzz and strong social media engagement." }, { "@type": "HowToStep", "name": "Know Your Area for Tactical Marketing", "text": "Use guerrilla marketing in smaller areas or bold, high-impact strategies in larger cities to maximize visibility." }, { "@type": "HowToStep", "name": "Maximize Local Networking", "text": "Send your venue staff to engage with the community, distribute flyers, and promote special offers to potential customers." }, { "@type": "HowToStep", "name": "Allocate Your Budget Wisely", "text": "Large-scale advertising can be impactful, but strategic spending on influencer marketing and direct promotions can yield better results." }, { "@type": "HowToStep", "name": "Stay True to Your Brand and Make an Impact", "text": "Ensure all PR efforts align with your brand messaging and leave a memorable impression on your audience." } ] }
In March 2023, Richmond & Towers proudly became the UK’s first 100% employee-owned, B Corp certified PR and social media agency. Achieving B Corp status was a was a further demonstration of our commitment to ethical and environmental business practices and social responsibility. Celebrating B Corp Month felt like an… Read more
Snack bars are evolving – fast. While some brands are feeling the squeeze (cheers rising costs and HFSS regulations), others are proving that with the right mix of innovation, great taste and a strong brand story, there’s still massive room for growth. And we’re not just saying that – the… Read more
It’s official – frozen food is having a moment, and it’s here to stay. We’ve waved goodbye to the days when supermarket freezers were seen as uninspiring, purely functional and lacking in quality. Now, more consumers than ever are making frozen food a big part of their shopping routine, whether… Read more