Top tips for maximising media attendance at your next PR event
March 15, 2026
We all want a good media turnout. No PR consultant enjoys standing there with the client marketing team, the CEO, the customer, the Minister, the Mayor, the in-house photographer – whoever – without any journalists.
If it suddenly feels like everyone is looking at the public relations agency, it’s probably because they are.
But we also have a duty to set realistic expectations about how much media interest there is in your story.
News has never been a science. It is only an editor’s opinion. Newsrooms are lean, reporters are stretched, and genuinely newsworthy stories can be missed, especially if there is something bigger or more urgent going on that you could not have known about.
This is why successful media events usually form part of broader strategic public relations planning rather than being treated as a one-off activity.
If your media call is in a capital city like Brisbane, your story is competing with a packed diary of press conferences, court cases, parliamentary hearings, health stories and more, along with any breaking news.
If your story takes place in a regional centre, there may be less news going on but you will only have two or three genuine media targets with even fewer staff than the major outlets.
To maximise the chances of media attending your event, here are some practical tips.
- Make sure it’s actually newsworthy
Think audience impact, not internal milestone. Find the strongest hook for your media alert and include a list of vision opportunities. Identifying a genuine news angle is often where professional media relations support can add the most value.
- Give plenty of notice
Send out your media alert at least two days in advance and possibly earlier if your media event is taking place in a regional area.
- Avoid weekends and public holidays
Unless it’s a major public event, steer clear of journalist downtime. Fridays are also mostly out unless you can’t avoid it because newsrooms are busier heading into the weekend.
- Time it well
Mid-morning (10–11am) often works best for TV and online deadlines. If your media event is at 3pm, don’t expect to get coverage on that night’s bulletin.
- Send a clear media alert
Include the who, what, when, where and why it matters. Provide enough information to encourage attendance but don’t give the whole story away.
- Offer strong visuals
Every news outlet needs photo and video opportunities that tell the story. The more effort you put into the event and who or what is taking place, the more likely you’ll be rewarded with media attendance. Supporting your announcement with other strong content and messaging can also be just as important as the event itself.
- Be location-smart
Give clear directions, provide easy access and ensure there is somewhere for media to park. Don’t make them hike into your media call carrying their gear because the PR company took all the good spots.
- Follow up personally
A polite phone call can lift your chances, especially with stretched newsrooms. If you get the news editor on the phone, you’ll likely get less than 30 seconds to sell the story, so make it count.
- Have a fallback plan
Prepare a media release, photos, video and quotes in case no media attend. Remember, they will hopefully have seen your media alert, so when the full release and some quality visuals turn up later, you have already warmed them up.
- Be realistic
Even one camera or journalist can get your story out – quality over quantity has value. With increasingly concentrated media ownership, it might only take one journalist to get your story featured widely.
Want journalists to actually show up?
Pitch Public Relations helps businesses and organisations craft newsworthy stories, plan effective media events and connect with the journalists who cover their sector.
If you’re planning an announcement or launch, talk to our team about how we can help make it count.
