Spring has sprung and chocolate bunnies, peanut butter filled eggs, and colorful basket grass line the aisles of local grocery stores in preparation for Easter weekend. Today’s Pinterest-inspired eggs may feature sophisticated foil cut-outs, intricate geometric patterns, glitter, or better yet – prizes to be found inside. Much more elaborate than the eggs of my childhood, which were hopefully hard-boiled, unevenly colored and accompanied by the aroma of vinegar.
While watching children search for eggs at a local park, each with their own goals in mind, it made me think that successful public relations is a lot like a community Easter Egg hunt.
Research & Preparation
There’s a lot of work that goes into planning a community event like an Easter Egg hunt. Securing permits, vendors, and an inclement weather policy (it’s spring in the Midwest). Before any of that can happen, research needs to be completed to set goals, define objectives, and develop a strategy. Don’t put the bunny before the basket until you know that the location is available and have a better understanding of any competing activities. Not your first bunny hop? Review the previous year’s recap: how many people attended, what was the feedback, and how many eggs were found in the park six months later?
Define Your Target Audience & Build Hype
Who’s going to show up? While egg hunts are primarily designed for children, don’t forget who is going to bring them. Parents, grandparents, and guardians need the details of the day: timing, parking, activities, refreshments, as well as the all-important picture stations.
Building hype can be a hopping good time: television appearances, radio interviews, social media live streams. How are you visually communicating what a joy-filled event you are hosting? Enticing the public to attend an event, or simply pay attention to what you have to say for 1-3 minutes, starts with the words used to describe activities and vendor partners. How have you crafted your messaging? Also, attire and/or costumes worn on air (when appropriate) can set the tone for the viewer regarding what to expect and the mood of the event.
I’m not talking about the April-showers mud guaranteed to ruin that brand new Easter outfit. When the day-of-event arrives evaluate what works and be prepared to pivot. Are the bedazzled eggs gone before the tie-dye eggs? Are there enough eggs? How long is the wait time for pictures with Easter Bunny? Are vendors getting traffic? Have any baby animals escaped the petting zoo? What are people posting on social media?
PR doesn’t stop when the event ends (that neon Easter grass isn’t going to clean up itself). Compile online reviews and share with the event partners and vendors. Are there things that could have been handled differently? Transparency is key, so be sure to schedule a meeting with planners to provide a recap of the good, bad, and ugly.
Enjoy the chocolate, and other sugary-coated treats, and don’t forget that public relations is a necessary ingredient for any successful event.
About Scooter Media
Scooter Media is a full-service communications agency in Greater Cincinnati specializing in public relations and social media. For more robust media relations advice for events, see our blog post “Tips for Making Your Event a Media Relations Success.”