Tips for Owning An Event

There have been some huge events making news here in the UK in 2010. Two of them just weeks apart from each other - the General Election of course and the impending World Cup.



Absolute Radio Owning the World Cup with Baddiel and Skinner

They're the sorts of stories your audience will be talking about, so as a radio station you need to be completely on top of them. I talk about owning an event - giving the listener the perception that your station is the station to hear the best coverage. But how can you achieve this?

Today I've sent some tips via my Twitter account (with the help of some of you) and here is a compilation of the advice:

Plan ahead – crucially important - identify the events you want to ‘own’ 6-12 months in advance and start work!

Remember accreditation applications for some events need to be in mths ahead.

A planning example from @davidelstone "We've kept an eye out for football stars locally & now have WC audio inc G Hurst & P Shilton."

Field your strongest possible team. In other words, try to ensure core talent aren't on holiday during the event period.

For events that will be reported widely think: “What will make us standout?” Be bold. Be different!

For national/world events, look for unique local angles but they must be compelling and meaningful.

Be ambitious. With mths to go, bid for ‘dreamteam’ interviewees. They can only say 'no' (altho' hopefully they won't).

RT @AndrewStuart on aiming high for guests "I bid 4 Sir Patrick Moore 4 moon landing 40th annivers'. Didnt think id get him but did!"

RT @niknewsradio on World Cup prep - work stats to ur advantage, extensive research of previous fixtures/results/players/clubs everyone loves a stat, quirkier the better!

RT @niknewsradio track down local england fans who are going to south africa before they go, set up contact for the 'real fans focus'

Remember popular guests/experts may be booked up months in advance. It’s that planning thing again!

Brainstorm ideas with the team – challenge them in advance to propose 2-3 ideas.

RT @smartin if you can't truly own a big event, better to own a small event and make it bigger < agreed. Or create your own event!

News teams - plan big event coverage in full partnership with your colleagues in programming (and vica versa).

Do you need new production/promos to sell your coverage?

Does the event offer commercial opportunities for the station? Remember big events have strict restrictions in this area.

Set up a dedicated Twitter feed for the event with caution. What will your followers experience after the event?

Perhaps better to use event coverage to build followers on your core Twitter account/s but set Twitter lists that are event relevant.

Can listeners hear or watch the event on yr website? Consider adding Facebook Live as forum for discussion/marketing for yr station.

Make the most of your best coverage. Replay compelling content across the day. Ensure as many listeners as possible hear it.

For evening events, re-live/replay what happened on the breakfast show. Don’t regard it as ‘old news’.

RT @jamesstodd Use listeners, players & reaction in promos & imaging to create buzz. Red Dragon owned Rugby W Cup 99 with no rights.

RT @jameswest involve listeners in coverage. Let them win tickets/access to event then get them to report back what they saw on prog.

Showcase the best coverage on-line, distribute through social networks.

Once the event’s over remind the listener of the good job you did with ‘best of’ promo spots


Anything to add, please leave your own tips in the comments section. Thanks!