A media event is an occasion which can be either spontaneous (such as breaking news events) or planned (to ensure maximum exposure) that attracts the attention and interest of the mass media. This could be through local/national TV, radio, newspapers or online equivalents. It is normally something that has a specific audience and appeal though some events end up with nationwide attention.
Whatever the subject or nature of the ‘event’ is will define it’s importance and appeal to the media, and though planned events may not get as much attention as an unplanned breaking story, there are many components that can make a successful media event to raise awareness for a cause/subject.
Examples of planned media events can include:
- Book/album launch or signing
- Unveiling of a new product (e.g. Apple iPad/new cars/video game)
- Opening of a new building (or similar) by a ‘celebrity’
Apple always create a lot of stir and anticipation with their media events which are for the unveiling of new products. For example their recent presentation for the iPad 2. There is always a lot of build up and secrecy surrounding the events and are much discussed by those interested, this can also involve rumours being started about what the content of the media event will be.
On March 2nd 2011 in San Francisco (California), Apple unveiled the plan for the iPad 2, they have held many events of this type where they preview an update of a product or sometimes the unveiling of an entirely new product. In this instance there was also hype around the attendance of CEO Steve Jobs, this was a surprise to many who did not expect him to attend the event!
It’s intended audience are existing Apple customers, technology users (who may wish to convert to Apple), rival companies and all people who like to keep up to date with the latest technology.
The aim of the event is to showcase Apple’s work, as they are such a popular brand people are always expecting more and they always seem to make a big deal of showing us what they have been up to! The aim primarily is of course to sell, to convince people that they need to update their existing iPad or for those who don’t already own one to show them how much they would benefit from purchasing one.
It achieves it’s aims through visual presentations, it is a simple no fuss formula of presentation and simply delivers the points it wants to make as well as displaying the product itself.
What the event wants the audience to take away is the privilege that they are the first to know the latest technology developments and also the interest in buying the product!
Tips for a successful media event:
- Stick to your schedule (if you have news crews/photographers/reporters coming- they won‘t wait!)
- Host the event early in the week to avoid any publicity being washed out by the weekend
- Make sure any publicity is released a few days before
- Have in depth knowledge of your subject/cause and be prepared to answer questions
- Make sure you have enough resources and equipment, don’t want anyone to get left out!
- Check visuals and/or technology are working! (and double check them again!)
- Keep back ups of all digital or paper based information
