23 Jul 5 Ways to Differentiate Your Medical Meeting Through Media Relations
Here are five tips to help you differentiate your conference in order to strengthen relationships with media contacts and drive unique news coverage timed to your meeting:
1. Build It & They Will Come
It may sound simple, but developing a strategic media plan helps you take the time to evaluate all of your conference assets so that you can build a comprehensive plan for media outreach.
Create a week-by-week timeline that outlines the activity so your team assignments and goals are organized. This is the time to think through all assets, brainstorm every media pitch angle, identify potential influencers and determine best ways to reach them.
2. Send Media an Invitation They Can’t Refuse
Tailored invitations and ongoing communications about the conference is key to increase registration numbers. Encourage media to register early so they get access to materials in advance of the conference.
Follow-up with media regularly to encourage them to attend the meeting or cover remotely. Personalized communications will help strengthen your relationships and keep your conference top-of-mind.
3. Offer a Sneak Peek
The amount of information presented during conferences can be overwhelming. By creating a “one stop online shop” for media with a schedule of events, photo and video policies, press releases and embargoed information, it allows media to review conference assets and prepare stories ahead of time.
This can increase the amount of time they have on-site to conduct more interviews and work on additional stories.
4. Give Media the “Customer Service” Treatment
When on-site, make sure to have a functional, quiet press room where media can conduct interviews, review data and write stories. Have a staff member or two in the media room to help answer questions, coordinate interviews, provide materials and navigate the meeting.
This “customer service” approach creates a positive conference experience, making reporters want to cover the news and come back year after year.
5. Bring Your News Hooks to Them
Outside of your organizational news at the conference, the breadth of data that is presented provides unlimited media opportunities. Breaking down the information will help increase your media angles, targets and coverage.
Select the most groundbreaking studies that could be of interest to national and consumer media that may be on on-site or covering remotely and pitch the data. Creating press releases, hosting events and arranging interviews to promote the research are also helpful.
Your conference is a dedicated time for journalists to learn about cutting-edge technologies and procedures, newest clinical studies and talk with leading subject-matter experts. It’s the perfect opportunity to utilize all of your organization’s communications assets to increase visibility and drive credibility.