Tips for Incorporating Social Media into PR for an Event

by Hannah Martine, Public Relations Specialist, Oster and Associates

Summer is in full swing and so are fairs, festivals and other annual celebrations. When gearing up for these events, planners and marketers should remember to incorporate outreach on traditional platforms such as TV and print media, as well as on digital spaces and social media. A strong public relations program will leverage the latest technology and social media platforms to connect with media and your target audience in order to accomplish your communication goals. Oster and Associates, a full-service marketing and branding firm, provides some of the top PR tactics to turn your event into a social media success.

Different platforms serve different audiences

The first thing to do is identify your audience: Who are you trying to talk to? Then, identify the social media platforms that match the demographics of your target audience. For example, if you are a business-to-business company or providing a professional training event, LinkedIn may be an ideal platform for you, as the majority of its users are career-oriented. Or, if you are trying to attract a younger audience, Snapchat or Instagram could best align you with your target audience.

Utilize social media influencers

Technology has made it easier for consumers to create and share content, creating their own followings on social media platforms. Do not overlook this important category of influencers, as they can be important to your campaign. When consumers follow these important social media influencers, they believe in their content, and a whopping 92 percent of online users trust recommendations from peers and connections over advertisements. If you can leverage the support of a social media influencer, you can reach their audience as a trustworthy brand.

Leverage social media to gain year-long coverage from your annual event

While the primary goal of your public relations campaign may be to sell tickets to your event, there are ways to leverage public relations opportunities and keep your brand in front of your audiences year-round. While planning your event, you can announce featured speakers or updates to tease the audience. By providing tiered ticket sales, you can promote sales far in advance and attendees can capitalize on discounted ticket prices. Consider asking event-goers for reviews after the event and using them on your social media or as a case study showing the success of your event.

“As an agency, we constantly keep up with social media trends in order to provide expertise to our clients,” said Karin Salas, Oster and Associates vice president. “While not an exhaustive list, these tips can help event planners and businesses get the most leverage out of a one-time event.”

For 30 years, Oster and Associates has helped companies host events and stand out from the competition through marketing strategies, including public relations.
Learn about more social media platforms in an upcoming webinar, Incorporating Social Media into a PR Plan for an Event, where Oster and Associates’ team will cover:

  • The importance of a positive social media presence
  • How to build buzz as your event approaches
  • Managing attendee feedback during and after your event
  • How to engage with media personalities using social media

For more information about Oster and Associates’ or its upcoming webinars on public relations and marketing tactics, please visit, call 619-906-5540 or follow them on Twitter @OsterAds.

About Oster and Associates
Celebrating 30 years of operation in 2016, Oster and Associates is a full-service branding and public relations agency with local and national clients in the agriculture, engineering, hospitality, landscaping, nonprofit, planning, produce, sports and travel industries. For more information on Oster and Associates, visit, call 619-906-5540 or follow them on Twitter @OsterAds.

hmartinesmallHannah Martine is a public relations specialist with Oster and Associates. She holds a Bachelors in Journalism from the University of Missouri-Columbia and a Masters in Communications Management from the University of Southern California, with her research focused on social media engagement. A member of the American Marketing Association (San Diego chapter) and Toastmasters International, her expertise is in helping clients integrate online and social media platforms into their strategic marketing plans.