Although many 2020 events have been canceled in light of COVID-19, online events are still a viable option for those seeking to integrate events into a successful PR campaign. Last week on our blog, we discussed the three keys to a successful online event. But perhaps you are feeling on the fence of whether or not an online event is worth the trouble during times like these, or if it will help you meet your campaign goals.
While hosting a virtual webinar or conference can be beneficial, these are not the only kinds of online events than can elevate your PR plan. Online events do not always require expensive equipment, extensive planning or multiple hours of content. These days, utilizing features such as Facebook Live and Instagram Live, we can host successful online events that are simple to produce and easily accessible for most audiences.
Online events serve several purposes that are critical to executing a successful PR strategy. As you consider how to elevate your ongoing or upcoming PR campaign, we encourage you to think through the benefits of incorporating one or multiple online events.
The first and perhaps main advantage of online events is that they can establish expertise. As an example, Larry O’Donnell, the former CEO of Waste Management and first boss on the pilot episode of “Undercover Boss,” utilizes the Facebook Live feature to host mini online events where he shares insight with his followers as well as answer their questions. Through these regular event webinars, he can further establish himself as a management source-expert and share his knowledge in a personal, practical way.
Online events, whether they are long, formal streams, or short live webinars, can be an excellent way to show up for your target audience and remind them what felt or physical need you can fill for them.
Secondly, online events are a great time to connect with audiences. Now more than ever, people are craving connection and community. Although it may not seem like a suitable substitute for the real thing, online events can create a sense of community, both between the host and their audience and between audience members. Consider utilizing an online event platform that integrates a live chat feed so that your audience can ask questions and make comments to which you can respond in real-time.
Finally, it’s important to remember that online events, just like in-person events, are a valuable way to network with audiences and fellow source-experts alike. Consider having a special guest join remotely for the event live stream so that you can later share the event to one another’s social media platforms to draw an even larger audience. Don’t forget to network with audience members via social media or the event chat. This can be an excellent way to establish relationships, gather emails for an email list and follow them on social media to continue networking long after the event ends.
Thanks to technology, we have ways to adapt traditional PR strategies to suit the current coronavirus climate. As you contemplate ways to successfully execute your PR campaign during these difficult times, we encourage you to consider the benefits of an online event and how it can help you achieve your goals.