A very common mistake is treating media coverage as if it happens on a single day. Events that achieve the strongest media impact are planned across three distinct phases, each with its own goal and tools.
Before the Event: Building Anticipation
The goal here isn't just announcing — it's creating curiosity. Preliminary press releases, exclusive interviews with key speakers ahead of the event, or even leaking an intriguing angle of expected content — all of this builds an audience waiting for the event instead of being surprised by it.
During the Event: Making Journalists' Job Easy, Not Waiting for Them
Don't just invite journalists and wait. Prepare a ready media kit (a press release, high-quality photos, speaker quotes), and dedicate a direct point of contact with them during the event for any immediate questions. The easier you make their job, the higher the quality and speed of their coverage.
After the Event: Real Coverage Often Starts Here
Many event organizers stop the moment the event ends, while the best media opportunities come afterward: in-depth analysis of the event's outcomes, follow-up with journalists who didn't attend but are interested, or content summarizing key moments for those who missed it.
Each Phase Needs Different Content
Pre-event content stirs curiosity, during-event content documents the moment, and post-event content analyzes and summarizes. Using the same type of content across all three phases wastes real opportunities to diversify coverage angles.
Conclusion
An integrated media strategy spans weeks, not a single day. Plan each phase with its own tools instead of concentrating all effort on event day alone.