Part of setting realistic expectations is remembering that not everyone is lucky to have an “If you build it, they will come” type of event. So, as PR/marketing experts, it’s important to help educate our clients about why the media can be ambivalent.

Just because media can’t attend doesn’t mean they’re inherently uninterested. Often manpower issues and stories deemed more editorially important usurp your client’s news. (No client wants to hear this, of course, and it certainly doesn’t mean your client’s news isn’t important.) Find out from editors and reporters if they’d like to receive a press release and photo, or if they’d be interested in calling your client at a later date to arrange a post-event interview.

Clients should be aware they need to be available for questions both before, during and after an event for better coverage opportunities. This is especially important for monthly or weekly publications that aren’t on immediate deadline. They may want to follow-up at a later date if they’re busy at present but plan to put something in a future issue.