Media. It’s everywhere. And in today’s world, where the fight for consumer attention is more prevalent than ever, perhaps the most coveted form of media is earned, where publications organically include events in their webpages, magazine pages, social media pages and the like.
However, the oversaturation of content has changed the way event marketers need to operate—and no one knows that better than Justin Kraft, the founder and chief executive at marketing and public relations agency Cast Influence.
He founded the firm in 2017 to combine an interest in marketing with a passion for entrepreneurship. Cast Influence has since built a roster of 50 clients that have appeared in industry-specific trade publications, as guests on popular podcasts and on local TV news stations (like Qnovo’s CES 2025 exhibition recently was). Kraft told Vendelux that getting an event or activation noticed by the media is all about honing in on public relations (PR) skills from the event’s inception, at the brainstorming table.
“When PR is prioritized, brands can maximize impact and media attention benefiting all stakeholders, from event teams to sponsors,” Kraft explained. “A strong PR strategy not only enhances visibility but also creates buzz that attracts media, influencers and key industry players.”
These are Kraft’s “keys to PR success”—and common mistakes that event organizers make when trying to get their event covered…
Yay: Identify goals
This one is simple. “Define what success looks like for the event and campaign,” Kraft said.
Yay: Know your audience
“Understand who you’re trying to reach and what matters to them,” Kraft advised. From there, “plan ways to actively involve the audience.”
“Audience” should also include journalists, per Kraft. Target the ones that work on a relevant beat (newsspeak for a specific topic that a reporter covers regularly) and personalize your outreach communications for the greatest success rate.
Ask yourself, Kraft advised: Why should this matter to a reporter’s audience?
Nay: Mass outreach
A “critical mistake” in PR outreach is leaning too heavily on AI, automation or other shortcuts, like “sending the same generic pitch to an entire media list using a ‘spray-and-pray’ approach,” Kraft said.
“Just like in sales, success comes from being deliberate, thoughtful and personalized,” he continued. “Even if you don’t have an existing relationship with a reporter, you should understand what they cover and avoid wasting their time with vague, non-specific pitches.”
Yay: Have something newsworthy to share
“Whether it’s an announcement or a timely industry insight, give the press a reason to pay attention,” Kraft said. Bonus points if your event strategy “aligns with current trends.”
But remember: it’s not only about value, but also perceived value, Kraft said. So unless you’re providing one of these things, your event “is unlikely to gain traction [in the media].”
Nay: Weak or forced announcement
“One of the most common mistakes is making a minor product-related announcement or repackaging existing news in an attempt to generate media interest,” Kraft said.
This “might secure a media mention or two, [but] true impact comes from creating news or tying into a larger, trending industry conversation,” per Kraft.
“This doesn’t happen overnight,” though, Kraft assured, noting that contributing to a larger conversation “requires strategic planning both before and after an event.”
How? “Educate the media in advance by consistently putting out content that highlights an industry challenge or emerging trend,” Kraft advised. Then, by the time your event happens, “reporters will already recognize the issue”—and your name in their inbox.
Yay: Craft a compelling narrative—and ensure spokespeople are ready to spread that narrative
“Stories resonate; make sure yours stands out,” Kraft said.
But when you’re relaying that story to media representatives, “be concise, yet tailored and detailed” in your outreach. It ensures that you, your event and your spokespeople are positioned as a resource rather than as a forced story.
Should your event get picked up for coverage, the media moves fast. Stay ahead of the curve by having spokespeople on hand that “are available and prepared” for interviews.
Yay: Leverage social media
“Use digital channels to amplify coverage and draw further media interest,” Kraft recommended.
Newer to the PR space? Kraft offered up these three tips for establishing relationships with journalists:
1. Host an exclusive event
If budget allows, hosting an event adjacent to a tentpole industry conference is a great way to invite media representatives. You can use “celebrity guests, exclusive access to company leadership or a major announcement” to make the event more enticing to attend. “And of course, open bars and great food never hurt!” Kraft said.
2. Create settings that encourage natural conversation
The best stories come from the serendipitous conversations that happen beyond just pitching stories and spokespeople over email, Kraft said. He suggested renting a suite at a local ball game or hosting an intimate networking dinner, inviting journalists and fostering genuine connections.
“Even if a journalist doesn’t accept your offer, the goodwill gesture often leads to a guaranteed meeting or opens the door for future collaboration,” Kraft assured.
3. Engage in pre-event outreach
“Long before the event, proactively offer spokespeople as sources for commentary on trending industry topics,” Kraft advised. Opening up that line of communication—and potentially securing a story—makes it “much easier to continue that relationship,” Kraft said.
All the while, you’re relationship building and “creating lasting media connections that go beyond a single press mention, driving long-term PR success,” Kraft said.
