BUSINESS OF EVENTS
Prep Your PR for Off-Season
speaking opportunities, applying for awards, or pitching to podcasts. REVIEW THIS YEAR’S WINS AND LOSSES While the busy season isn’t over yet, you likely have an idea of what has worked this year and what hasn’t. Consider what you can learn from your setbacks and how to implement proactive solutions to improve in 2025. For example, if you missed the deadline for a national conference , maybe you could set calendar reminders to check for the call for speakers announcement. If writing the application was an obstacle, you might consider hiring a copywriter ahead of time. Editor’s Note: The Catersource + The Special Event Call for Speakers 2026 will open in February 2025, so mark your calendars and keep your eyes open in the next few months for a chance to speak at this widely-attended conference! TAKE A HARD LOOK AT YOUR CALENDAR If you want to achieve PR success in 2025, you need a schedule that supports your goals. Take stock of all your booked events and any professional obligations and personal commitments throughout the year. A big-picture view of the year will help you plan your PR projects wisely. For instance, if the Special Events Gala Awards submission deadline typically falls in your busiest month, you can begin collecting resources and preparing your application in advance.
By Meghan Ely As we pass the midpoint of the busy season, it’s a good time for event professionals to start planning for the off-season. How will you take advantage of the slower months to elevate your business for 2025’s peak season? For some, the off-season provides a chance to update their internal systems. Others might aim to design a new offering or refresh their branding. However, there’s one thing everyone should prioritize once business quiets down: PR. Dedicating time to public relations during the off-season sets you up for a lucrative booking season when a crush of newly engaged couples starts planning after the holidays. As the busy season winds down, there’s plenty you can do to lay the groundwork for a productive winter and a profitable year ahead. DEFINE NEXT YEAR’S PR GOALS What you work on during the off- season will drive your PR strategy in 2025, so you must first determine where you’ll invest your time and resources. Will it be the year you finally place a real wedding with your dream publication? Or do you hope to make your name known through features on some of the top industry podcasts? Clarifying your outreach approach will help you develop an action plan for the off-season, whether it entails curating wedding galleries, researching
A well-defined process can make all the difference in your PR success, as it saves you from recreating the wheel.
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SPECIAL EVENTS FALL 2024
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