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Confex Marketing Theatre: how to reach new event audiences with PR

The final Marketing Theatre session of International Confex 2021 Day 1 was presented by Katie Morhen, director at specialist communications agency for event tech, 52eight3.

In the session, Morhen explored how to create impactful event PR campaigns that both re-engage audiences and ensure events are at the epicentre of the industry’s comeback.

Morhen said PR strategies are always important but even more so in some cases such as when the event has a new team or is a launch. She suggested effective event PR can build brand awareness, open doors to new conversations, help to get seen by new audiences, improve reputation and change conversations.

As a result of event PR, Morhen said organisers can expect increased traffic on a website, improved SEO, incoming enquiries, increased social media following and engagement, and a stronger and more authoritative voice in the market.

Before starting a campaign, she said organisers should define a strategy, understand their current situation, identify their key audience and craft campaign ideas.

Morhen suggested that organisers should not just have one campaign in event PR and instead need to have multiple campaigns.

“This keeps the interest,” she said. “Digital event PR is like a monster that you need to keep feeding.” She said such campaigns need to be creative, emotive and interesting.

She added: “Does it link back to your website and would you talk about it with your mates in the pub? If the answer is no, ditch it.”