PR events: not just for journalists any more
Having been in the PR game for a while now, it’s pretty amazing to look back & see just how much the industry has changed. Our media sneak peek events of yore - so often held under the veil of NDA secrecy - have now become a primary vehicle for speaking directly to consumers. This is especially true on our video game accounts, where we now consistently see more bloggers than accredited media at our events.
Case in point, last night’s preview of Forza Motorsport 3 for the Xbox 360, where "official" 1:1 media interviews were held during the day, then - once bloggers could get away from their day jobs - more casual reception was held. Bloggers still got access to the developer who had come to demo the game & they still got to play the game before it hit store shelves… previously something that would have been unheard of.
For a flavour of what a blogger event looks like, check out this video (posted same day!) from Console Creatures: FORZA 3 PREVIEW EVENT TORONTO -SIGHTS and SOUNDS Video (HD).
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I think that the guests invited to PR events need to be staged appropriately.
8am-11am: Corporate sales reps, dealers and vendors.
12pm-3pm: Qualified, reporting media.
4pm-7pm: Bloggers and enthusiasts.
Your agenda for each is very different and I think it is unfair to ask corporate talking heads, jaded media reporters and geeks to sip on the same martini
Karl Lohnes,
By karl lohnes on Jan 18, 2010Home & Decor Expert, CTV’s Canada AM
Style Editor, Style At Home
Home Columnist, Metro News (national)
Style Reporter, 104.5 Chum FM
Hi Karl—Thanks for the comment. You are, of course, correct… for the most part our events have become a series of scheduled sections, e.g. 1:1 interviews for accredited media through the day; broadcast media slots in the afternoon; 1:many blogger receptions in the early evenings. One very mundane reason we’ve found: accredited media are available during the day when they’re working while bloggers are often only available in the evening if they have a “real” day job too. Cheers, Ian
By Ian Buck on Jan 18, 2010