Do it even better this time-making an annual event shine
As we prepare for the 2013 Bassmaster Classic, I have been soaking up everything in-house PR guru Liza Jones says. It is our job to create an action plan that will provide our clients with an outline of how we are going to provide the media with the best resources possible. This plan also has to include a solution for keeping the media from just running wild throughout the tournament.
I am learning that one of the first things to do when creating an action plan is refer back to last year’s plan. What worked well? What didn’t work well? What steps are absolutely necessary for success?
How do you answer these questions? The answer is extensive communication with the client. Talking in depth about their expectations for improvement and their vision for the event helps us as a agency to map out a plan to fit their needs.
Within the action plan take on theme of being proactive.
- Create media list in advance. This allows you to already have the majority of your contacts at your fingertips.
- Allow media to pre-register. The more they can do online before they arrive, the less time they spend waiting in line.
- Once the pre-registration is approved provide periodic updates to keep them informed of changes that may be occurring.
After taking the steps to being proactive, begin planning for onsite accommodations.
- Internet access-this should be a no brainer!
- A designated help area where media can go if they have any questions or problems.
- A designated media room. Make sure this area is conducive to internet access and has room for media to spread out.
- Feed them and they will come. No journalist can go all day without a cup of coffee and a snack.
The action plan will most certainly be revised as both you and your client begin to flesh out the smallest of details. Referring back to issues and successes from previous years will assist in keeping the plans moving forward as you reach for the goal of a flawless event.
After the event is completed, take some time to write down your thoughts on how you implemented your action plan. Go straight to the source and mark the improvements, successes and hiccups that happened along the way.
Any advice on creating the ultimate action plan?