Why do some corporate events fade away without making a significant impact, while others remain in the media spotlight for weeks? Why do companies invest hundreds of thousands of dollars in trade show appearances without the public knowing about them? How do successful brands manage to generate months of content and media attention from a single event? The answer lies in professional event PR. In Switzerland, where personal encounters and networking traditionally enjoy a high status, events remain central building blocks of corporate communications. But without well-thought-out media coverage, even the most spectacular event will fizzle out without making an impact. The importance of event PR in the Swiss market Events are more than just gatherings—they are living brand messages. Whether it's a product launch in Zurich, a trade conference in Basel, or a customer event in Geneva, every event offers an opportunity to bring your company's story to life. The Swiss market poses particular challenges. Its manageable size means that news of successes and failures spreads quickly. At the same time, its proximity to the media and opinion leaders offers unique opportunities for direct communication. The event landscape has undergone a fundamental transformation, particularly in the post-coronavirus era. Hybrid formats that combine physical presence with digital reach have become the new standard. This opens up completely new opportunities for media exploitation—but also requires new skills in event PR. Strategic planning: The cornerstone of successful event PR Successful event PR begins long before the actual event. Strategic planning determines whether your event will be lost in the flood of information or generate lasting attention. Define objectives and messages Every event needs a clear communication objective. Do you want to demonstrate thought leadership? Launch new products? Position your company as an attractive employer? The objectives determine the entire PR strategy. An example from our practice: A Bern-based technology SME used its trade fair appearance to position itself as an innovation leader. Instead of just showing products, the company staged live demonstrations with surprising elements—perfect media moments that were picked up by everyone from the local press to the trade media. Address target groups precisely The Swiss media landscape is diverse but manageable. Take advantage of this: identify exactly which journalists and influencers are relevant to your event. Think beyond traditional trade media. Lifestyle magazines are interested in innovative event concepts, business media in networking aspects, and regional newspapers in local references. This complexity makes event PR particularly effective. The three phases of professional event PR Phase 1: Before the event – generating awareness Preliminary reporting lays the foundation for success. Experts recommend sending media information 2-3 weeks before the event. For the Swiss market, a staggered approach has proven successful: Save the Date (6-8 weeks in advance): Initial information sent to key media outlets Media Invitation (3-4 weeks in advance): Detailed information with program highlights Reminder (1 week in advance): Personal follow-up with important journalists Particularly successful: exclusive advance stories for selected media outlets. For example, a Zurich-based fintech company gave Handelszeitung exclusive insight into its new technology—the resulting article appeared on the day of the product presentation and ensured a full house. Phase 2: During the event – capitalize on momentum The event day is the highlight of your PR activities. This is when it is decided whether your event will generate lasting media coverage. On-site media support: Create optimal working conditions for journalists. A well-equipped press area with Wi-Fi, workspaces, and catering is standard in Switzerland. Even more important: competent contact persons who provide individual support to journalists. Live reporting: Harness the power of real-time communication. Live tweets, Instagram stories, and LinkedIn updates attract attention beyond the guests in attendance. A practical example of digital event communication shows that companies that consistently report live achieve up to three times greater reach. Content production: The event is a gold mine of content. Professional photos, video interviews, original sound bites—collect material for follow-up reporting. Think multimedia: A short video statement from the CEO can be played on a wide variety of channels. Phase 3: After the event – ensuring sustainability Most companies fail to capitalize on the potential of follow-up reporting. Yet this phase in particular offers enormous potential for sustained media presence. Follow up within 24 hours: Send images and summaries while the event is still current. Swiss media appreciate fast, professional support. Content recycling: An event provides material for weeks. Background reports, expert interviews, participant testimonials—develop a content strategy that capitalizes on the event momentum. Measuring success: Document your PR successes. Media reach, tone of reporting, leads generated—only what is measured can be optimized. Special case: trade fair communication Trade fairs occupy a special place in the Swiss economy. From Baselworld to Züspa, trade fairs are important industry meeting places that attract a great deal of media attention. The challenge of information overload At large trade fairs, hundreds of exhibitors compete for media attention. How do you stand out? Successful trade fair PR relies on clear differentiation: Storytelling instead of product show: Tell stories that journalists will want to share. For example, a watch manufacturer in Lausanne staged the story behind the creation of a limited edition as a live performance—with resounding media success. Timing is everything: take advantage of quieter off-peak times for exclusive media appointments. Many successful companies host press breakfasts or evening events outside of trade fair hours. Digital Trade Fair PR Digitalization has revolutionized trade fair communication. Modern concepts combine physical presence with digital reach: Virtual press conferences enable journalists to participate without having to travel 360-degree videos convey the trade fair atmosphere online Digital press kits provide all relevant information at the touch of a button Event formats and their PR characteristics Corporate events and anniversaries Internal company events often offer underestimated PR potential. A family business in eastern Switzerland used its 100th anniversary for a multi-stage PR campaign: historical analysis, future vision, and social commitment were orchestrated in the media. Important for Switzerland: emphasize local roots. Journalists are interested in regional significance, jobs, and social responsibility. Conferences and symposiums Switzerland is a popular conference location. International organizations, economic summits, and specialist conferences offer excellent PR platforms. The key: staging thought leadership. Position your speakers as experts, offer exclusive insights, and create quotable moments. A Geneva-based consulting firm established itself as an opinion leader through clever PR surrounding its annual digital conference—with a measurable impact on business development. Product launches Hardly any other event format offers more PR potential than product launches. But be careful: the media is not particularly interested in pure product presentations. Successful launch events showcase the "why" behind the product. Create memorable experiences. Let people touch, try, and experience the product. A Swiss sporting goods manufacturer launched its new collection with a course where journalists could test the products under real conditions—the authentic testimonials were worth their weight in PR gold. Digital tools for modern event PR Digitalization offers completely new opportunities for event PR. Swiss companies that take advantage of these opportunities achieve significantly higher reach: Event-Apps and digital Pressemappen Forget USB sticks and paper folders. Modern event apps provide journalists with all relevant information in digital form: press releases, images, contacts—everything available on their smartphones. Live-Streaming and Hybrid-Events The experiences of recent years show that hybrid events are here to stay. The combination of physical and digital participation multiplies the reach. An example: With its hybrid concept, the Social Media Summit in Engelberg reaches not only the 800 people physically present, but also thousands of digital participants. The media reach increases accordingly. Social Media Integration Events are social media gold. Create "Instagrammable moments," develop event hashtags, and encourage interaction. User-generated content is authentic and reinforces your PR messages. Measuring success in event PR Professional event PR does not end with the event—it continuously measures and optimizes. Modern analysis tools enable precise performance monitoring: Quantitative metrics: Number of media reports media reach Social Media Impressions Website traffic during and after the event Qualitative Analyse: Tone of reporting Adoption of key messages Positioning relative to competitors Generated business contacts In our experience, Swiss companies often underestimate the long-term effect of successful event PR. A well-organized event has a lasting impact for months—in search engine rankings, brand perception, and business relationships. Common mistakes in event PR Learn from the mistakes of others: Late planning: Event PR requires advance preparation. The PR strategy should be in place at least three months before major events. Lack of news value: "We are celebrating our anniversary" is not news. Find the relevant angle for the media. Neglect of regional media: In Switzerland, local media are often underestimated multipliers. Inadequate follow-up: The greatest potential lies in the continuous utilization of content after the event. FAQ: Implementing successful event PR How much lead time does professional event PR require? For larger events, you should allow at least 3-4 months' lead time. Ideally, strategic planning should begin at the same time as event conception. For smaller events, 6-8 weeks is sufficient. Important: Take into account editorial deadlines and holiday periods in Switzerland. What budget should be allocated for event PR? As a rule of thumb, 10-20% of the event budget should be spent on PR measures. For a trade fair appearance costing $50,000, that would be $5,000-10,000 for PR. The investment pays off: professional PR can increase the reach of an event tenfold. How can I motivate journalists to participate? Offer real added value: exclusive information, interesting discussion partners, unique experiences. Personal invitations and individual support are particularly important in Switzerland. Also consider practical aspects: parking, public transport connections, timing. Digital or physical—which works better? It's all about the mix! Physical events create personal connections and authentic experiences. Digital elements multiply the reach. Successful event PR uses both worlds: live streaming for remote participants, social media walls on site, digital press kits. How do I measure the ROI of event PR? Define measurable goals in advance: media clippings, reach, lead generation, website traffic. Modern tools enable precise tracking. Don't forget qualitative factors: image enhancement, relationship building, positioning as a thought leader. What to do in case of negative media coverage during the event? Preparation is key: develop crisis scenarios and communication plans in advance. In case of negative developments: communicate quickly, transparently, and proactively. In Switzerland, honesty counts more than whitewashing. A professional crisis team on site is mandatory for larger events. Achieving lasting success with professional event PR Are you planning an event that will be remembered? Brand Affairs will support you from the strategic conception to the successful implementation of your event PR. With over 18 years of experience in the Swiss market and a network of first-class media contacts, we ensure that your event receives the attention it deserves. Contact us for a no-obligation consultation. Together, we will develop a tailor-made event PR strategy that will make your event a media success and have a lasting impact on your target audience.
Event PR: How Swiss companies turn their events into media successes
