Journalists attend events? You lie!

There are journalists out there who are known for being absent minded (let's keep it polite) when it comes to attending events or even interviews. Yes, everyone has missed a meeting before, but it seems to happen with journalists more frequently.

Most PR's attribute this to the 'power' that journalists feel over their PR counterparts whose job it is to get the journalist to the event. While it's the PR that prepares all the background info, invitations, prepares spokespeople, writes speeches and press releases - all the journalist has to remember is to arrive (preferably on time). The perceived 'power' is an excuse that PR's hide behind and is rarely the reason a journalist doesn't attend an event.

Here are a few tips that you can use to improve an events 'hit rate' with journalists:
- Make it interesting! If the event seems boring and the speakers you're putting forward don't have value to offer then the journalist is likely to decide to go for a beer instead of coming to your event
- Pick your journalists! Having 20 journalists attend your event is impressive, but not all of your events will appeal so broadly. When you are doing a focused event only invite those journalists whose focus it is. By doing this matching accurately you are more likely to have a higher hit rate and the resulting coverage will be more valuable.
- You're competing with beer! While it is their job to cover the news, if the prospect of having a few beers with their friends is more enticing than attending your event then you are in trouble. Learn how to compete with beer and you will stand a better chance of getting them there.
- Reputation! It is all a process, and both you and your client need to build up a reputation of providing value at events. Each event depends on the last and impacts on the next.
- Always have alternatives! Having the journalist attend the event shouldn't be your only focus for achieving coverage. You must be able to offer all the journalists a variety of alternatives to attending the event while still delivering you the coverage you want. Pre or post event interviews, video conferencing, an event press release. Having the journalist at the event should be a bonus not a prerequisite!

16,000 email reminders is not going to get the journalist to attend the event, and not having them at the event is no excuse for not getting the coverage.

Note to PR's:
While the above can help, if your event simply isn't press worthy then you probably aren't going to get anywhere no matter what you do, and you will probably damage your reputation by trying to sell it as something that is news worthy

Note to journalists:
If the event doesn't interest you then rather be blunt and tell the PR you won't go. Saying you will attend when you know you won't is going to waste the PR's time and give you a bad reputation