On Saturday 24th February I started my day a little earlier than usual by catching the 6.30am train to attend 100% Optical in London with NuVision Biotherapies. The event was the culmination of PR activity that I’d deployed to generate opportunities for NuVision with core optics press.
The event and meetups were a huge success and I had a fantastic day catching up with the NuVision team, learning more about the wonderful world of optics, and building relationships with key journalists.
Let's dive into the nitty-gritty of how strategic planning, tailored pitches, and on-the-ground facilitation led to a 100% success rate, productive meetups and promising opportunities. The aim of the game was simple - to see if the targeted media outlets were attending, introduce NuVision, and set up press meetups during the three day event. And was this achieved? You bet it was!
Crafting the blueprint: Strategic planning
The journey to success began long before the doors of ExCel swung open. It all started with meticulous planning and identifying the key optics press that NuVision considers most valuable.
Tailored pitches: Personalised connections
Once we’d identified who to target, it was time for me to craft tailored pitches. No generic templates here or the ‘spray and pray method’. I spent time personalising and tailoring my outreach to the nuances of each publication. From introducing NuVision's innovative products to highlighting the value the business brings to the industry, every pitch was a carefully crafted invitation to join us at 100% Optical and meet our spokespeople.
Securing opportunities: Making the connections
The magic truly began when the responses flooded in - hello 100% response rate! Every journalist I’d pitched to was eager to connect and learn more about NuVision's story. From meeting the team at the event, to setting up virtual interviews I secured a range of opportunities. But this was just the first step. Laying the groundwork for meaningful engagements that would resonate long after the event ended became a core focus.
Facilitating the meetups: Smooth sailing ahead
With meetups and interviews locked in, it was time to ensure everything went off without a hitch. Preparing in advance, I secured questions and discussion topics from the journalists, and circulated these with NuVision’s team to make sure they were ready to dive into meaningful conversations. Briefing Andy Hill and Tonicha Spencer on key messages, we were primed and ready for the three days of meetups and interviews.
On-the-ground facilitation: Guiding the conversations
On the day, I was there every step of the way. Sitting in on the interviews, I facilitated conversations, ensuring NuVision's key messages shone through. From product demonstrations to strategic insights, every interaction was a chance to showcase NuVision's expertise and vision for the future.
Follow-up: Nurturing relationships and securing the coverage
But it didn't end there. I’m continuing to liaise with the journalists who met the NuVision team so that no opportunity is left untapped. I’ve provided additional assets, and answered any lingering questions to nurture these crucial relationships and see the opportunities through to coverage.
Beyond the event: Seizing opportunities
But this doesn’t end at 100% Optical. Relationship-building with press is an ongoing journey where regular conversations are required. From providing expert commentary to exclusive, long form features and case studies, PR is definitely a long game if you want to keep generating meaningful coverage.
In the world of PR, success is often measured by the headlines we secure and the buzz we create. But behind every headline lies a story of strategic planning, personalised connections, and on-the-ground facilitation. As I reflect on the journey to 100% Optical, one thing is clear: when strategy meets execution, the results speak for themselves. Here's to more success, more connections, and more opportunities ahead.
If you've got an industry event coming up and you'd love the buzz of speaking to journalists while you're there, don't hesitate to get in touch >> hello@jennymarstonpr.co.uk
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