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How to Make the Most of a Business Event

Throw a shindig--and get some great PR at the same time.
September 15, 2003

Q: I heard that sometimes hosting an event can generate good PR. How can I get the most out of my event?

A: Hosting an event for your business or at your business can be the equivalent to getting an article published in a targeted publication. The focus is what makes it so effective. The event can take the form of an open house, a ribbon-cutting ceremony, a seminar or a guest appearance by a celebrity, political official or someone else of significance. Once you decide that you are going to have an event, there are a few things to do to get even more bang for your PR buck.

These are just a few ideas that will give your event a big bang. Using your imagination to come up with a few more will increase your PR immensely. The goal is to get noticed and get people talking about your business.

Alfred J. Lautenslager is an award-winning marketing and PR consultant, direct-mail promotion specialist, principle of marketing consulting firm Marketing Now, and president and owner of The Ink Well, a commercial printing and mailing company in Wheaton, Illinois. Visit his Web sites at and, or e-mail him at

The opinions expressed in this column are those of the author, not of All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.