Guest article: Matt Baldwin, Coast Communications
Events have long been the bedrock of marketing and business development – and for good reason. They build relationships and spark new conversations.
There is kudos in the large event. The more people in the room, the more impressive it looks, both for the marketing team organising and the partners on stage. There is often a buzz in the room and the promise of those chance encounters.
But they are not without their challenges. Apart from the organisation (and we are in awe of events teams), it can be hard to build relationships when so many people are in the room. Chance encounters are often just that.
And despite what speakers (and sometimes organisers) might think, they can be of limited PR value. Journalists are reluctant to attend, and it is rare for speakers to deliver something genuinely new.
Large events have their place, but we would choose the smaller, more intimate – or micro – events every single time.
There is power in a roundtable breakfast or supper. A small group of carefully invited individuals, perhaps in partnership with another advisory firm, with a well-planned and chaired discussion is immensely satisfying.
They have real PR power too. Small events encourage deep and personal insights. One event can create multiple assets.
PR in the room
We have been privileged to join firms to discuss and chair an astonishingly varied range of themes across the country. Sometimes they are a one-off event; for others, a series of themed events running over several years.
Often overlooked, however, is the PR journey. It typically starts with a white paper.
Micro events give firms the opportunity to hear about challenges clients face earlier. And that lends itself perfectly to a short white paper that captures the discussion in the room.
After all, the hard work has already been done, with attendees giving you all the content and insights you need.
Build out that white paper with two or three box outs from your experts – it’s the opportunity to show leadership. A well-written and designed white paper does more than capture the event. It becomes a valuable business development asset.
There is value too in having your PR team or advisers in the room. They can do more than capture the conversations.
They should be tuned into the wider ambitions of the firm, helping direct with well-placed questions if discussions stray off theme. They can read the room, capturing themes that deserve further exploration or that will land with external media.
It is the role of PR to ensure that activity does not stop when guests leave, but to bring to life the insights shared.
The irony is that the smaller the event, the bigger the opportunity. Connections are made and deeper insights shared. And it is in those conversations where PR gold is found.
Matt Baldwin is the joint managing director of Coast Communications, a media relations agency.