Event public relations (PR) is a powerful tool for communicating a brand’s message, promoting products or services, and creating memorable experiences for attendees. However, when it comes to women’s events, PR needs to be carefully crafted to connect with the right audience in a meaningful and authentic way. Unfortunately, there have been several instances where PR strategies for women’s events have missed the mark, leading to lackluster attendance, negative publicity, and even damage to a brand’s reputation.
The primary challenge with women’s event PR is the complex nature of the audience. Women are diverse, with a broad range of interests, cultural backgrounds, and unique concerns. A one-size-fits-all PR approach simply does not work. Effective PR for women’s events requires a deep understanding of the target demographic, attention to detail, and an ability to create content and experiences that resonate with the audience. When executed poorly, however, the consequences can be disastrous.
This op-ed will explore common mistakes made in event PR for women’s events, how they lead to failure, and the lessons that can be learned from these errors to ensure more successful campaigns in the future. By analyzing past examples of poor PR execution, we can gain insight into what went wrong and how PR professionals can avoid similar pitfalls.
1. Failing to Understand the Target Audience
One of the most significant errors in event PR for women’s events isfailing to understand the audience. Women are not a monolithic group, and PR strategies that treat them as such are doomed to fail. A key element of successful event PR is understanding the nuances of the target demographic, including age, interests, cultural influences, and socio-economic factors.
Example: A One-Size-Fits-All Approach
A well-known cosmetics brand launched an event to celebrate women’s empowerment but made the mistake of using a generic approach that did not cater to the diverse interests of women. The event was overly focused on beauty and fashion, disregarding other areas that might be important to their audience, such as women in business, tech, or social activism. The messaging fell flat, and the turnout was lower than expected because many attendees felt the event did not reflect their values or interests.
Lesson Learned: A successful women’s event PR campaign requires a deep understanding of the target audience. Event organizers should segment their audience to cater to different groups, create content that speaks to various interests, and celebrate the diversity of women’s experiences.
2. Over-Simplifying the Message of Empowerment
The concept of “empowerment” is central to many women’s events, but it can easily be diluted or misunderstood if not executed correctly. Many brands mistakenly try to convey empowerment by using overly simplistic or cliché messaging, such as slogans like “Women can do anything!” or “Girl Power!” While these slogans may be well-meaning, they often fail to connect with a modern, discerning audience that expects deeper, more substantive messages.
Example: Tokenism and Shallow Messaging
A fashion brand hosted an event to celebrate women’s empowerment, but the messaging surrounding the event seemed shallow and superficial. The brand focused on appearances, “glamour,” and “fabulousness,” without addressing the real struggles women face in the workplace, healthcare, and other sectors. The event ended up feeling more like a marketing gimmick than a genuine effort to support women’s rights or experiences. Many attendees walked away feeling disillusioned.
Lesson Learned: When crafting messages for women’s events, it’s essential to take an authentic approach. Empowerment should not be reduced to a buzzword or a shallow narrative; it should address the real challenges that women face and highlight stories of resilience, strength, and achievement. Event PR should be rooted in authenticity and meaningful engagement, not just feel-good slogans.
3. Ignoring Inclusivity and Representation
Another common mistake in event PR for women’s events is failing to ensurediversity and inclusivity in the planning process. Women’s events that cater only to a particular demographic—whether it’s based on race, class, size, or age—alienate many potential attendees. It’s essential to recognize that women’s experiences are multifaceted and that an event should strive to be as inclusive as possible.
Example: Lack of Diversity in Speakers and Panelists
At one notable women’s event, the brand promoted a panel discussion with high-profile female leaders in the business world. However, the panelists were all from similar backgrounds—white, upper-middle-class women in finance and law. There was a lack of diversity in terms of race, age, and industry, which resulted in criticism from attendees who felt excluded. The event seemed out of touch with the broader spectrum of women’s experiences.
Lesson Learned: Ensuring diversity and inclusivity is critical to the success of any women’s event. Event PR should focus on bringing together a wide range of voices and perspectives. Representation matters, and the event should reflect the diversity of women, from various racial and ethnic backgrounds, to different career fields, to women with disabilities. The more inclusive the event, the more likely it will resonate with a broader audience.
4. Lack of Authentic Partnerships
Partnering with brands or individuals that align with the values of the event is an essential part of creating a successful women’s event. However, many PR campaigns fail when organizers choose partners that are not a natural fit with the event’s ethos or message. This can lead to an inauthentic feel and make the event appear like a mere marketing tool rather than a meaningful gathering.
Example: Misaligned Brand Partnerships
A popular nonprofit organization that advocates for women’s health hosted an event focused on women’s wellness, but their partnership with a brand known for using harmful chemicals in their products raised eyebrows. The PR campaign for the event focused on the brand’s support for women’s health, but the partnership sent mixed messages to attendees. The event was viewed as hypocritical, and the brand’s involvement overshadowed the event’s positive messaging.
Lesson Learned: Authenticity is key when selecting event partners. It’s important to ensure that any brand partnerships align with the event’s core mission and values. Choose partners that genuinely support the cause or purpose of the event, and avoid any alliances that could be perceived as exploitative or contradictory to the event’s message.
5. Inadequate Media Relations and Promotion
PR for events often focuses heavily on the event itself, butmedia relations play a vital role in ensuring the event gains the visibility it deserves. Poor media outreach and inadequate promotion can lead to an event falling under the radar or attracting minimal media attention. When this happens, the event fails to achieve its intended reach or impact.
Example: Underwhelming Media Coverage
An annual conference celebrating women in tech was poorly promoted through media channels. Despite the conference featuring prominent speakers, there was little media coverage, and the event did not receive the necessary publicity to attract attendees. Many potential participants were unaware of the event due to the lack of a comprehensive media outreach plan.
Lesson Learned: To drive attendance and coverage, media relations should be a top priority. It’s essential to engage with relevant journalists and influencers well in advance of the event. Crafting tailored pitches and leveraging the power of social media influencers can help boost event visibility and secure press coverage. Without effective media outreach, even the most well-planned women’s event can go unnoticed.
6. Failing to Follow Up After the Event
The post-event phase is often overlooked in event PR, but it plays a critical role in solidifying the success of the event and maintaining relationships with attendees. Failing to follow up after the event means missing out on important opportunities for feedback, continued engagement, and building long-term relationships.
Example: No Post-Event Engagement
A luxury brand held a high-profile event for women entrepreneurs but failed to engage with attendees afterward. The brand sent no thank-you notes or post-event surveys, and no follow-up communication was made to keep the momentum going. As a result, attendees felt disconnected from the brand after the event ended, and the opportunity to build deeper relationships was lost.
Lesson Learned: Follow-up communication is just as important as pre-event promotion. After the event, it’s important to send thank-you notes, gather feedback, and share highlights and media coverage from the event. This keeps attendees engaged and ensures that the positive feelings generated during the event continue to reverberate long after it has concluded.
Conclusion
Event PR for women’s events presents unique challenges and opportunities. When done poorly, it can damage a brand’s reputation and fail to meet the expectations of attendees. However, by understanding the audience, focusing on authenticity, ensuring diversity and inclusivity, selecting appropriate partners, and executing a comprehensive media outreach plan, PR professionals can avoid these common mistakes and create events that resonate with women on a deeper level.
The key takeaway is that women’s events need to be more than just a PR stunt—they should reflect genuine, authentic efforts to celebrate and empower women. By keeping these principles in mind and learning from past failures, PR professionals can successfully craft events that not only meet their goals but leave a lasting, positive impact on their target audience.
