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Planning a Press Event

Set your expectations

The first thing you should do when thinking of organizing a press event is to set and manage expectations. What is your measure of a successful event? The number of reporters? Number of stories? Story content? Policy changes? You need to determine if an event with a few key reporters could do the job just as well as a larger event.

It is also important to remember that few events draw a large number of reporters, and even fewer stories will be written. Reporters receive an endless stream of event invitations, and even when they are interested enough in your issue to make it a priority, their editors may not share those priorities.

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