There is no denying that the landscape of the live events industry has been changed forever. At this point, major events like South By Southwest have canceled due to the Coronavirus outbreak. Some events, like the Boston Marathon and Coachella, have postponed their event until the Fall. As the government works to slow the spread by restricting social gatherings, event organizers are dealing with unprecedented challenges. This is why Event Hub is launching our “Spring Back Series”. We will be providing tips and guidance for event organizers that will help them spring back stronger than ever.
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While no one likes to be the bearer of bad news, communication is key when it comes to event changes. Before any announcement, if your event even has a feeling of change, it’s helpful to prep your ticket holders as soon as possible. Creating a plan of action when it comes to disseminating the info is extremely useful for staying organized. Once the announcement is made, a follow up detailing ticket procedures and refunds should be pushed out. After everyone is updated, it’s important to continue to engage with your audience even if your event is still months away.
Spread the Word Not Germs
While an in-person press conference isn’t recommend nor possible right now for event news, there are great alternatives. Events have been getting a lot of warm community response and support from Facebook Live broadcasts. This helps put a human face to the event, and will help create community empathy versus attendees dealing with a faceless event property. Before you get the final world, prepping ticket holders for what may come can lessen the blow. The more communication, the better. Once you have word on new dates, distributing the information quickly is important. Remember to announce on as many channels or platforms as possible. These include email and social media platforms like Facebook, Instagram, and Twitter.
Up Your Social Game
Take advantage of this time to connect more with your audience. DO NOT disappear for the next few months and then reappear a month before the new date of your postponed event. Now more than ever you have a captive audience looking for content to consume. Engage fans to share memories of years past by asking them to post on their own profile and tag your account. Utilize the time to collect feedback from past attendees to improve the event. This time between when the event was supposed to happen and the new date can really be used to build a closer relationship with fans. It could possibly even lead to selling more tickets if the time is used wisely.
Final Thoughts on PR For Postponed Event
These are some unprecedented times. Events big and small are canceling and postponing. No matter the event’s size, having an effective PR plan in place can make a huge difference. This will not only foster positive relations with potential guests but also build trust surrounding your organization.