Our top tips for running spectacular PR events
The past few months have been a whirlwind for Team Rooster, packed with unforgettable events for clients across every corner of our roster. From giving press a taste of Army Cadet life in an interactive training session at its Frimley Park HQ, to rooftop yoga for Smeg’s category-first Soda Maker launch, to Harry Myers hopping from Truck Festival and 2000Trees to a David Guetta meet-and-greet in Ibiza (and even a superyacht party in Monaco to debut Loewe x Jacob & Co.) – tough gig, right?
We’ve been there, done it, and nailed the coverage. Here’s our tried-and-tested top five tips to help you nail an event brief from day one:
Plan to perfection
Time is your best friend. We recommend a minimum six-week lead-time to lock down logistics, secure press, brief the client, and polish the details. That said, we’ve pulled off standout events in tighter windows – our motto is make sh*t happen, after all.
Location, location, location
The setting tells your brand story before you say a word. Choose somewhere that reflects your identity and values. For Smeg, that means food, family, and Italian heritage. And don’t forget the details – menus should cater for all diets, with solid back-up options.
Style it out
Design and aesthetics make an event memorable and shareable. From furniture and flowers to coat storage and cups, every element adds to the experience. Hiring a pro stylist can be a game-changer (we’ve loved working with Lucy Gough, Jen Haslam, Marianne Cotterill, Hannah Franklin, Amy Heffernan and more in recent years). And don’t overlook high-street heroes – Ikea’s Oxford Street store is a lifesaver.
Relationships matter
We say it time and again: this business runs on relationships. A strong media network is essential, but with hybrid working now the norm, you need to give press a reason to leave home. Expect drop-outs of 40–60% and plan accordingly. It’s far better to have a buzzing room than empty chairs. Our mantra? Under-promise, over-deliver.
Offer something exclusive
If the experience feels like it could have been delivered in a press release, it won’t cut through. Create something immersive: a tablescaping session, a cooking masterclass, a private gig. This worked nicely at our Summer Showcase for French audio brand Focal, which offered closed-door listening sessions of its new Diva Mezza speakers and proved a huge hit with media – and the client – alike.
And if you need proof? Just look at the results. Opening the doors to Hush Puppies’ first ever retail pop-up? Smashed it. An immersive event with live cooking demos from TV chef Clodagh McKenna to promote Smeg’s range of built-in ovens? Nailed it. Launching an epic musical partnership between Marshall and London institution House of Koko? You guessed it. Every single project was a moment to remember: you can take a look at our selection of case studies across events, press trips and more here.
