Four Ways to Ensure Your Virtual Events Are Media-Friendly

Most PR and marketing professionals are aware of the general rule of thumb for events: “Don’t mix analysts with customers, press with analysts, or customers with press.” However, virtual events are an exception, as they come with huge business and press coverage benefits. Despite the challenges that come with the virtual working environment, B2B companies need to fine-tune their virtual event strategy to ensure attendee satisfaction. Here are four focus areas to ensure a smooth-running virtual event for media attendees.

1. Virtual events rely on preparation

Preparation for online events is simpler than in-person events due to the absence of location or logistical complexity. B2B organizations should focus on creating insightful content and allowing for at least one month for journalist RSVPs. Timely invites and access details should be sent post-registration to ensure journalists are engaged leading up to the event.

2. Technology allows the media to play ‘catch-up’

Making sessions available on-demand helps journalists with busy schedules attend when it suits them. It also enables marketing departments to create follow-up content for post-event media pitching and pitches to create additional event coverage and exposure.

3. Avoid a media fiasco–use virtual dashboards to your advantage

Using a virtual dashboard helps B2B organizations manage the Q&A process, as questions can be submitted offline and the speaker can read them beforehand. This allows message control and more informed and detailed answers.

4. It’s all in the content

Creating engaging content is essential for virtual events, as distractions are more likely. Content should be short, attention-grabbing, and interactive, with easy navigation for attendees to focus on the details that matter most. Prerecording content can also help keep control over which messages are heard.