Live events versus online launches

An in-person event used to be the gold standard for any big PR launch. However, since the pandemic and the rise of online communication tools, we have a host of digitally focused ways to launch a campaign. But which is the best?

A launch, whether online or in person should only be reserved for news – a big study, product or partnership.

Whether you opt for an in-person event or launch your campaign online depends on your brand, product and aspirations – there are pros and cons for each.

In-person events:

Live events are ideal if you are launching something experimental – that needs to be seen or experience in person.

A new facial? Journalists and influencers will be desperate to feel how the skincare product feels on their skin. A recipe book? Trying the delicious meal, made just for them will make a big difference in how a journalist engages with your launch.

It can be tricky to encourage time poor journalists to attend an event in person (and some even have to take holiday to come along!) so you need a bring draw to ensure your event is well attended. Our top recommendations for a busy event include engaging with a celebrity or expert journalists are keen to hear from – and interview for themselves. A swanky venue never hurts either.

However, live events can be expensive and you may not see an immediate return on your investment. Often events can be a great tool for awareness and engagement, but coverage may trickle out over the coming months and years.

If you are cost sensitive, an online launch may make more sense for you.

Digital launch:

An online launch allows you to be more sensitive to people’s time, especially in the time of hybrid working. An early morning or lunchtime digital event may ensure more journalists can attend. You can even record the content to share with anybody particularly busy.

You can replicate the feeling of an in-person event by sending a goodie bag to all attendees ahead of time, which everybody can open together on screen.