Posted by Cognito on Tue, Mar 31 2015

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Four key things to consider when inviting the media to an event

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European asset managers and media alike turned out aplenty for the recent TSAM event, focusing on solutions for the investment management industry. In its 14th year, TSAM adapted its formula, introducing a plenary session to open the conference. By doing this, it showed that having speakers from well-known organisations such as regulatory bodies – the FCA, EFAMA and The Investment Association – gets everyone up and out early, pulling in the crowd for the start of the conference.

Early spring sees conferences in all areas of financial services pop up across London. Standing out with a few key elements, namely an agenda with topics that differ from others and a speaker line-up with individuals from recognised industry firms, will help pull in your audience, including the media. TSAM Europe did this by splitting the conference into several streams catering to different sectors of the investment management community, as well as beginning the event with more widely known companies.

The TSAM exhibition floor remained as busy throughout the day as it was when the conference opened at 8.30am, whereas often the exhibition doesn’t get busy until the mid-morning coffee break. Both delegates and media arrived early and stayed for the majority of the one-day event.

Other elements that are worth considering to entice media to an event is whether there is amply physical space for them to network with delegates, but also a separate press lounge so they can write up their stories. Including a press room at TSAM was a nice addition for journalists were eager to pen down their thoughts quickly.

The style of events being held is more varied than ever, ranging from a user conference, small and focused roundtables, or large-scale thought-leadership events. However, many of the same components apply when inviting the media, regardless of the type of event.

Here are four key things to remember when attracting journalists to client events:

Be targeted when building your media list. Take the time to do thorough research into who is writing about the topics featured on the programme, to ensure maximum attendance and event coverage.

Provide opportunities to access the speakers as well as your client spokesperson. Journalists are more likely to attend industry events if there is an opportunity to speak with the experts presenting. Always make sure you have sufficient client representation for last minute media requests, especially if distribution of news coincides with the event.

Schedule meetings outside of the event. Although some journalists will be happy to schedule one-to-one meetings onsite (usually during conference breaks), many will want to attend the conference sessions. So be prepared to be accommodating and schedule interviews pre- or post-event.

Cater for the press onsite by guaranteeing that there is a dedicated press area for them to write up articles. They will have deadlines to meet so they are always appreciative of the quiet space to work.

It’s important to always think ahead, especially with the media, to make sure that you get the most out of your event as possible, and following some of our tips will help keep you on the right track.

Events, Media, Media Relations, TSAM,
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