The adage, “Necessity is the mother of invention,” held true when it came to holding virtual events in 2020, and that year was certainly a mother for communication professionals!
In a period of a few months, PR pros reimagined how to deliver a valuable live experience through a screen. While the virtual space will never replace the feeling of being in a room with other people while participating in a common cause, Covid taught us that hosting virtual events that are meaningful can be accomplished.
Even if we’re turning the corner on the Covid crisis, hosting virtual events might still become a part of the PR pro’s toolbox for some time to come, and the PR industry has crowdsourced tips, resources, and guidelines. Here are some of the best practices the industry has come up with.
Marketing the event
Just because it’s online doesn’t mean people don’t need to plan to attend. Even if they don’t have to buy a train ticket or book a hotel, it still is a commitment on their end. Furthermore, with attendees not having to make logistical arrangements to attend the event, it’s even easier for people to forget about it or just blow it off.
This means marketing your virtual event is just as important as any in-person one. According to Markletic, you need between three to six weeks to promote a small virtual event successfully, while large conferences typically take longer than six weeks.
In that time, you can use time-tested tactics like mailing your e-list and placing ads, as well as leveraging new approaches like using a social media influencer. Even someone with a small social following can make a major impact for your event if they have sway with the niche audience you’re trying to attract.
Building a template
If you’re in the position of having to hold a series of virtual events, consider creating a mold to follow. Build checklists and templates to help replicate events, as opposed to reinventing the process each time.
This is what Motorola did when they needed to launch 80 virtual events in a year. Here are some of the items on their checklist and a helpful list of do’s and don’ts they shared for those looking to craft virtual events in 2021.
Timing is everything
Tim...ing i...s every...th...ing.
That sentence was painful to read, right? Well, it’s an analogy for what a poorly-timed event feels like.
A one-hour speaker in person is going to feel different than a one-hour speaker through Zoom. The Democratic National Convention understood that last year when they kept speeches short and energetic.
It’s not to say short presentations at virtual events will always be better and more effective, but you have to be cognizant that what files in person may crash online.
Emma Robson, head of events at Ingenuity London, puts it this way, “Keep individual sessions concise: anything more than an hour could be a bit of a drag. Looking at a computer screen isn’t the same as seeing someone in the flesh, so take attention spans into consideration.”
As for when to hold the event, Robson says that timing matters, too. “For instance, anything too close to lunch could summon the wrath of a small child, so give enough time either side of lunchtime to allow people to be settled into their work.”
We’re back (kind of)
In-person events will soon start to make a welcomed comeback this year. However, there will still be a place for virtual events in the next several months and perhaps beyond 2021.
While virtual events may become commonplace, bad virtual events do not have to be. That’s something we can leave behind in 2020.