DIY Event Promotion: Navigating UK Event Planning Without a PR Firm

Organising an event, conference, or party in the UK can be an exciting endeavour, but it often comes with a limited budget. Hiring a professional PR firm can be costly, leaving you wondering how to effectively promote your event without breaking the bank.

Fortunately, FP Comms is prepared to share our experiences with you to achieve the success we have with our clients who follow many of these steps. 



There are steps you can take to successfully promote your UK-based event on your own. In this blog post, we'll guide you through the process of DIY event promotion, from where to start to how far in advance you should begin. However, if you want additional support, join our PR Club for templates and resources 


1. Define Your Event's Unique Selling Points:  

Before you start promoting your event, you need to have a clear understanding of what makes it special. What sets your event apart from others? Is it a niche conference, an innovative product launch, or a themed party? Identify your event's unique selling points (USPs) to craft a compelling message that will resonate with your target audience. Although you can have several different releases to the press, the message needs to be aligned.  EG:  A release for each speaker:  This can help you attract vertical audiences.

2. Create a Solid Event Plan

A well-structured event plan is the foundation of successful promotion. Outline your event's objectives, target audience, budget, and logistics. Consider important details like the date, time, location, and ticket pricing. Having a comprehensive plan will make it easier to execute your promotional efforts effectively. 

Interesting fact:  Did you know if you stated that your event was taking place on Thursday, 13th July 2023, the brain can connect and compute with  that easier than if it was 13th Juy 2023.  The human brain often finds it easier to process information when it's presented in a clear and structured manner. Using a standard date format like "Thursday, 13th July 2023" provides a readily understandable context for people, making it simpler for them to assess their availability and plan accordingly. Consistency in formatting can enhance communication and reduce confusion, which is especially important when organising events.


3. Build an Online Presence

In today's digital age, having a strong online presence is crucial for event promotion. Start by creating a professional website or landing page dedicated to your event. Include essential information, such as event details, registration, and contact information. Use eye-catching visuals and a user-friendly layout to engage your audience


4. Leverage Social Media

Social media platforms are powerful tools for event promotion. Create profiles for your event on platforms like Facebook, X aka Twitter, Instagram, and LinkedIn. Consistently share updates, teasers, and engaging content related to your event. Utilise relevant hashtags and encourage your network to share your posts to reach a broader audience.  


5. Email Marketing

Build an email list of potential attendees and sponsors. Send out regular newsletters with event updates, exclusive offers, and relevant content. Personalize your emails to make recipients feel valued and engaged.


6. Partner with Influencers and Local Media

Identify influencers or local bloggers who align with your event's theme or industry. Reach out to them for collaborations or guest posts to promote your event. Additionally, contact local media outlets, such as newspapers and radio stations, to explore opportunities for event coverage,  Having a mobile media press room is very advantagous, and provides a professional an effecient resource for event organisers



7. Implement Content Marketing

Create valuable content related to your event. This could include blog posts, videos, podcasts, or infographics. Share this content on your website and social media channels to position yourself as an authority in your field and attract an engaged audience


8. Engage Your Network

Leverage your personal and professional networks to spread the word about your event. Ask friends, colleagues, and industry contacts to share your event information within their circles.  There is power in the metphorical "little black book" - Today Linkedin can support that objective.


9. Run Targeted Ad Campaigns (disclaimer - we have never done this) 

... but we have seen this for  other conferences and events.


10. Monitor and Adjust

Throughout your promotional campaign, monitor the effectiveness of your strategies. Track website traffic, social media engagement, email open rates, and ticket sales. Adjust your approach based on what's working best to optimize your efforts.


When to Start Promoting Your Event

The ideal timeframe for event promotion varies depending on the scale and nature of your event:

  • Small Events/Parties: Start promoting at least 1-2 months in advance
  • Conferences/Workshops: Begin promotion 3-6 months before the event
  • Large-scale Events/Trade Shows: Start promoting 6-12 months prior for maximum impact

Remember that consistency is key, so maintain a steady flow of promotional activities leading up to your event, not just sales materials.

Finally, while hiring a PR firm may not be within your budget, you can successfully promote your UK-based event by following these DIY strategies.

  • Start early
  • Define your event's USPs
  • Utilise online platforms
  • Engage with your audience to create a buzz that will make your event a resounding success

With dedication and creativity, you can effectively promote your event and achieve your goals without breaking the bank. Good luck!

If you want additional support and resources, join our PR Club or request a consultation