How to get journalists to your in-person event
2025 guide
Getting journalists to your event
Planning a PR event can be a hugely satisfying job. From picking venues, decor, food and drinks — to seeing people enjoy the fruits of your labour — it’s a full-circle task. But, what if nobody comes?
The fear that no one will turn up can flip the satisfaction of event planning on its head, which is why focusing on attendance is key. You could have planned the best event in the world but without a good turnout, the premise becomes pointless.
Having organised successful in-person events for a variety of B2B and B2C clients, Saskia Pleece breaks down how you can attract journalists to your event — and even entice them to look forward to your next one.
How to build your perfect guest list
First and foremost, it’s crucial to know your audience. Who are you inviting and why?
By studying the appropriate media landscape you can whittle down your targets — not every journalist is the right journalist for your event. It’s crucial to be selective when curating your guest list, as quality over quantity may actually secure a better attendance rate.
Focus on those who cover your niche.
Who would genuinely care about the event? The answer is those whose interests best align with your client’s goals and event KPIs. For us, journalists from tech and business publications, nationals, trade magazines, and tech-focused freelancers are prime targets.
Yes, your event might reveal unheard news or an exciting advancement, but that doesn’t mean the news editor is the best person to invite.
To avoid becoming a victim of the pitfalls of this selection process, you need to do your homework…
Research first, results later
Recognition
Make sure the journalist is interested in your sector and/or knows your brand. Have they written about your industry niche before? Maybe they have expressed their passion for your products/offerings on social media.
3. Relevance
Ensure your event works for the journalist’s go-to format — be it print, digital, broadcast or video. Does your event accommodate different content needs? This can range from film-worthy visuals for TV to interview opportunities for digital publications.
2. Readership
Consider the journalist’s readership or viewership — does it align with your target audience? This can really amplify the impact of your event, and ensure a win-win for both parties.
4. Reach
Will your invitees be trekking from the other side of the country to your event? Consider where they are based and think about whether you are prepared to potentially compensate for their travel.
How to pitch journalists for an event?
Once you’ve sorted your outreach list, it’s time to pitch. The main rule of thumb is to make the event sound newsworthy and worth their time. If you can, offer journalists exclusive opportunities or insight into embargoed news.
Be specific in your invitations and don’t just send out a bland blanket invite. Avoid a generic subject line, impersonal greeting, vague or uninspiring detail, and a standard sign-off.
The invitation needs to be concise, attention-grabbing and informative. Journalists receive dozens of PR emails each day, so you’ve got to make yours stand out from the crowd. Think of your email subject line as your headline — it needs to spark curiosity and get them to read further.
Why journalists will care
Unlike popular belief, it’s worth noting that nowadays journalists are less likely to be swayed by something as simple as an open bar.
That said, don’t go OTT — stick with the basics but personalise your invitation. This shows that you’ve done your homework and you aren’t just spamming them.
Mention their recent work or why you think this event suits their personal interests — hit home as to why they’d have a good time. Give journalists a compelling reason, like an exclusive opportunity to attend an embargoed introduction to a product launch or a chance to meet relevant industry leaders.
Most importantly, explain why the event would be relevant to their readers. Journalists have their own audience to reach, so if your event doesn’t match their interests, it might fall flat. Give them all the details they need to RSVP “yes”.
Do journalists expect travel and expenses for events?
You don’t have to be a huge business with deep pockets to entice journalists to your event. However, it does help if you are flexible with your budget to offer the best experience possible.
Thoughtful additions can ultimately ensure smooth execution and a better atmosphere for networking and relationship building. For instance, reimbursing travel or accommodation can help when you’re asking busy journalists to take time out of their packed schedules. Even though you can’t rely on food and drinks being your only draw, a good spread does go a long way — so be sure to mention all the goodies on offer.
By making sure your budget can flex to these extras, you can overcome some of the challenges we know the media face surrounding budgets and pique their interest by making it as easy for them as possible.
How to secure repeat event attendance
At the end of the day, journalists are just like me and you. They appreciate it when you talk to them as individuals.
If you’ve met them before, do you remember a specific detail they told you about themselves? Do you know what hobbies or interests they have outside of work? These little details can make them feel like they weren’t just a random invite but a person you really wanted in attendance.
Ultimately, building a relationship that lasts beyond your event is the icing on the cake. Here are some tips on how to do it:
Keep it casual – Invite them to informal settings like industry dinners or post-event karaoke with your client – yes, really!
Ask for feedback – What did they enjoy about your event? What would they suggest you do differently? Not only are you receiving constructive feedback for your team, but you are showing the journalists that you care about their experience and opinion.
Follow up – After the event, send a personalised ‘thank you’ email and offer additional resources, like a press kit with high-quality assets or material they might need for their coverage (in case you didn’t already share that with them beforehand).
Keep communication open – Offer yourself as a resource for future stories and events.
How to build lasting media relations
Maintaining a long-term relationship is key. Engage with their work outside of your event — read their articles, share them on social media, and comment on their posts. This creates a natural rapport and makes future collaborations easier.
Journalists will often come to events they’ve enjoyed in the past, so if you host quality events regularly, you’ll establish yourself as someone who can deliver valuable experiences. Plus, journalists talk to each other — if you build a reputation for hosting interesting and well-run events, word will spread.
Nail the invite, offer irresistible exclusivity, and most importantly, focus on building long-term relationships that go beyond a single event.
Get your PR in shape
Running a tech event and looking to secure journalist attendees? Contact Wildfire’s award-winning tech PR team below and one of our consultants will be in touch.