How to organise a successful Press Event for a consumer product launch

Category: Public Relations Posted: June 17th, 2013 by Claire comment-icon 1

Are you thinking of, or already in the middle of, organising a Press Event for a consumer product launch? Need a little tried and tested advice or some top tips? Well read on…

Having organised several local and trade press events for large corporates and smaller companies e,g. McNeil Nutritionals (part of Johnson & Johnson), Cafedirect and Crompton’s Bar and Restaurant in Horsham, I would like to share with you what has worked well for me … and I’m sure will do for you also.

I’ve been fortunate enough to work with Jerry Hall, Antony Worrall-Thompson and the famous wine taster Olly Smith, so if your event has some celebrity involvement, all the better!


Purpose / Strategy / Objectives: Be clear on what you want to achieve from the event. Is it building media relations? Is it media coverage? In which case how much and in which papers? Set a target, so that you can be clear how you’ve measured up after the event, and can evaluate how successful it’s been.

Location:  Choose your location carefully. Make it as convenient as possible for your target audience and invitees to get there, park etc.  Make sure the venue’s status and atmosphere matches that of your brand or company and that the room is clearly sign posted if needed. Think about how you can brand or decorate the venue to match your event’s needs and consider the lighting for photographic purposes.

Reason for them to go: Make the event something that your contacts don’t want to miss! Create some excitement, arrange the agenda so that it’s clear what they will learn or get out of attending.  Don’t just think they’ll come because you’ve invited them, people are very busy and the benefit for them needs to be clear before they’ll commit to attending.

 Invite and follow up: Make sure your invitation is exciting, maybe even glamourous, and befits your branding but also gives a high quality look and feel. Ideally send it in the post, personally addressed. Don’t just invite via email or on the phone – it’s not ‘special’ enough. If you can’t give 2 -3 weeks notice, email out a ‘save the date’ so that the press keep the space clear in their diaries will you spend time creating the perfect events. Detail: the agenda, with timings, dress code, transport of parking information, any other relevant information.

 On the night: Create some buzz with decoration outside the venue if you can, cover the event on social media if relevant and ensure that all guests are personally welcomed and their coats etc taken safely from them. Offer them a free drink and a seat if needed. Run the event on time, have a professional photographer there taking exclusive photos for each newspaper or publication, take a mini film.  Have a goody bag for all attendees, include a press release, some vouchers, goodies related to your brand or product and maybe even some free products from trusted third parties also.

After the night: Make sure that you build on the momentum of the event and follow up with journalists and attendees. Distribute exclusive photos, ensure the press release gave adequate information or see if they have any questions. Get some feedback. Post snippets on social media, your company website, your official newsletter or your enewsletter.  Make the most out of the event, really optimise it.


That’s it. If you need someone to help organise or arrange your next Horsham press event, or for some local Horsham PR, then please do get in touch on 01403 210724,




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