Creating PR assets from event content helps organizations maximize their event investment and extend its impact long after the last attendee leaves. Events generate valuable content through keynote speeches, panel discussions, audience interactions, and visual elements that can be transformed into compelling public relations materials. PR professionals and marketers who effectively capture and repurpose event content can generate media coverage, strengthen brand awareness, and build thought leadership. This comprehensive guide explores proven strategies for converting various types of event content into powerful PR assets that resonate with media outlets and target audiences.

Capturing Event Content for PR Success

The foundation of creating effective PR assets starts with properly capturing content during the event. This requires careful planning and coordination with event staff, speakers, and multimedia teams. Set up systems to record presentations, photograph key moments, and document audience reactions. Assign team members specific roles in content capture, such as social media monitoring, quote collection, or photography.

Consider using professional videographers and photographers to ensure high-quality content that meets media standards. Their expertise can make the difference between usable and unusable content for PR purposes. Additionally, implement a content management system to organize and tag all captured materials for easy access when creating PR assets.

Transforming Panel Discussions into PR Gold

Panel discussions often generate some of the most valuable content for PR purposes. Industry experts sharing insights and debating current trends can provide numerous angles for media coverage. When documenting panel discussions, focus on capturing:

  • Direct quotes that offer unique perspectives or predictions
  • Statistics or data points mentioned by panelists
  • Points of agreement or disagreement between experts
  • Questions from the audience and panelist responses
  • Key takeaways and action items

Create a system for real-time quote collection during panels. This might include having a dedicated team member transcribing notable statements or using recording software with transcription capabilities. Always obtain proper permissions from panelists for using their quotes in PR materials.

Leveraging Live Reactions for Authentic Content

Live reactions from attendees provide authentic, relatable content that can humanize your PR efforts. These genuine moments often resonate strongly with media outlets looking to tell compelling stories. Implement these strategies for capturing live reactions:

  • Set up designated areas for video interviews with attendees
  • Create social media walls displaying real-time posts and reactions
  • Use event apps with built-in polling and feedback features
  • Station photographers to capture candid moments of engagement

When collecting live reactions, focus on diversity in perspectives and experiences. Gather feedback from different attendee segments, including first-time participants, industry veterans, and international guests. This variety will provide more options when crafting PR narratives.

Creating Visual Assets that Tell Your Story

Visual content plays an increasingly important role in PR success. Events provide numerous opportunities to capture compelling images and video that can enhance press releases, social media posts, and media pitches. Key visual elements to focus on include:

Photography

Professional event photography should capture:

  • Keynote speakers in action
  • Audience engagement moments
  • Networking interactions
  • Product demonstrations
  • Award presentations
  • Behind-the-scenes preparations

Video Content

Develop various video formats:

  • Short highlight reels
  • Full session recordings
  • Interview clips
  • Time-lapse venue setup
  • Attendee testimonials
  • Speaker sound bites

Infographics and Data Visualization

Transform event data into visual stories:

  • Attendance statistics
  • Survey results
  • Industry trends discussed
  • Geographic representation
  • Session popularity metrics

Crafting Effective Press Releases from Event Content

Press releases remain a fundamental PR tool for sharing event news and insights. When writing event-based press releases, structure them to highlight the most newsworthy elements first. Include:

  • The main announcement or key finding from the event
  • Relevant quotes from speakers or organization leaders
  • Supporting data or statistics
  • Background context about the event
  • Call to action or next steps

Make sure to follow AP style guidelines and include proper attribution for all quotes and data. Provide clear contact information for media follow-up questions.

Developing Social Media Content Strategies

Social media offers immediate opportunities to share event content and generate buzz. Create a comprehensive social media strategy that includes:

Pre-Event Content

Build anticipation through:

  • Speaker announcements
  • Agenda highlights
  • Behind-the-scenes preparation
  • Countdown posts
  • Preview content

During-Event Content

Maintain engagement with:

  • Live updates
  • Quote cards
  • Photo galleries
  • Short video clips
  • Poll results

Post-Event Content

Extend the conversation through:

  • Highlight reels
  • Key takeaway summaries
  • Attendee testimonials
  • Future event announcements
  • Follow-up resources

Creating Long-Form Content Assets

Events generate material for substantial content pieces that can serve as valuable PR assets:

White Papers

Transform panel discussions and presentations into detailed white papers that:

  • Analyze industry trends
  • Present original research
  • Offer solutions to common challenges
  • Provide actionable insights

Case Studies

Document success stories shared during the event:

  • Customer testimonials
  • Implementation examples
  • Results and outcomes
  • Lessons learned

Industry Reports

Compile event data and insights into comprehensive reports:

  • Market analysis
  • Future predictions
  • Expert opinions
  • Statistical findings

Media Outreach Strategies

Successfully pitching event-based PR assets requires strategic outreach to media contacts:

Building Media Lists

Create targeted media lists based on:

  • Industry focus
  • Geographic coverage
  • Previous event coverage
  • Author expertise
  • Publication reach

Customizing Pitches

Tailor your approach for different media outlets:

  • Highlight relevant angles
  • Reference past coverage
  • Provide exclusive content
  • Offer interview opportunities

Follow-up Protocol

Maintain professional persistence:

  • Time follow-ups appropriately
  • Provide additional information promptly
  • Respect deadlines and preferences
  • Track responses and coverage

Measuring PR Success

Track the impact of your event-based PR assets through various metrics:

Quantitative Metrics

Monitor numerical indicators:

  • Media mentions
  • Social media engagement
  • Website traffic
  • Content downloads
  • Email response rates

Qualitative Metrics

Assess content quality through:

  • Message penetration
  • Sentiment analysis
  • Relationship building
  • Brand perception
  • Industry influence

Conclusion

Converting event content into PR assets requires strategic planning, careful execution, and creative repurposing of materials. Success depends on capturing high-quality content during the event, transforming it into various formats that appeal to different audiences, and effectively distributing it through appropriate channels. Start by implementing a comprehensive content capture strategy, then focus on creating diverse assets that align with your PR objectives. Remember to maintain relationships with media contacts and consistently measure the impact of your efforts. With these strategies in place, your event content can continue generating value long after the event concludes.

Take the next step by reviewing your current event content strategy and identifying opportunities for improvement. Create a detailed plan for your next event that incorporates these PR asset creation techniques. Remember to secure necessary permissions and resources in advance to ensure smooth execution.

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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