The beauty of starting a website or blog is that you often don’t know exactly where the journey takes you. You begin with registering a domain and writing about topics that you’re interested in and over time various categories emerge from your overall web content.
The most popular topics that people find your website for through their searches on search engines or social media, may establish your online presence as an expert niche publication in the industries you mainly cover.
This can attract enquiries from journalists, marketers and event organisers or press departments looking for influencers or digital publishers in their field to cover their events and news.
This is the journey I have been on since I started blogging on various websites, which I will share as examples of my editorial work that has led to such collaborations.
I will show you how I went about the whole process, from the enquiry stage to the execution stage of press and event coverage as I have noticed that there is a high demand in this field.
Why cover Events & News as a Blogger & Publisher?
A blog is a digital content publishing platform, which can be utilized for news and event coverage.
Consider your websites as web properties that people visit when searching for specific information. The more visitors your website attracts, the better of course as you can offer any content publication a wider audience exposure.
You have the opportunity to write about brands and organisations as well as established experts in your niche, you may also be able to conduct exclusive interviews and network, which is all positive ROI for your website.
Event and news coverage can also establish you as a writer, digital marketer, or influencer, especially if you can utilize your populated social media channels for more online exposure.
You can be creative with how you publish such content, and you’ll need to have guidelines set up that clarify the terms and conditions of your coverage of course. See the services I offer in more detail here:
If people are happy with how their events and news are published on your website, they will come back for more. As you can see, I offer press and news release publications, which I offer in two formats: a free plain-text version and a paid media version. I want to give everyone the opportunity to share their news, however, the more value a publication provides, the more work it requires which cannot be offered for free.
I explain this in more detail in my release enquiry response emails for example, which look like this:
Thank you for your submission.
We can publish your release on the following relevant sites:
We offer a free plain text publication without any images/videos/hyperlinks or a paid publication with images/videos/hyperlinks for an admin fee of £40. The main difference is that the branding is much more effective with a media publication, and it offers SEO advantages.
Sample of a free publication:
Sample of a paid publication:
You can find more information here:
I look forward to hearing back from you so that we can go ahead and publish your release within the next 3 working days.
This can be a beneficial and lucrative option for a webmaster if they market and rank their website well to offer their clients the intended exposure and ROI.
How to cover Events & News as a Blogger & Publisher?
You will have established yourself as an expert in your niche and will therefore bring the necessary know-how to any news and event coverage in your industry.
Another plus is that you can be quite creative with your coverage on your website as you’re the webmaster and make all the rules. You should be up to date with the latest features your website can offer in terms of plugins for example for WordPress sites to offer the best web design and user experience for your clients and visitors.
If you’re not well-versed in this area, you can always speak with a web consultant to make your website extraordinary.
Depending on your website’s unique audience and focus, you can choose certain businesses, experts, or topics you want to cover that you find most suitable and promising. This can be determined by keyword searches with SEO tools and by the nature of enquiries you receive via your website.
The way you cover them can also be flexible if you don’t have to follow guidelines from your partners or if you negotiate these beforehand.
Make sure you have a clear vision of what you’d like to achieve with your event and news coverage and that you also take your partners’ goals and requirements into account. This will help you identify which features to offer, e.g., photography/videography, interviews, research, social media shares/posts, email marketing etc.
Ensure you have the resources to deliver what you offer, e.g., a professional photographer/videographer or required equipment for example.
Find below my examples of different events I have covered for some of the blogs I manage to get an idea:
Top Features of Event & News Coverage Publications
As you can see, the coverage I currently offer has the following features:
- Exclusive and unique photographs taken by a professional photographer or provided by a client
- Quotes from exhibitors
- Information about exhibitors covered
- Social media posts that were shared live
- Hyperlinks that take readers to the exhibitors’ websites/channels
- My own commentary with regards to my expert opinions on what is covered plus tips and recommendations I have enquired about or researched
Depending on the size of an event, it can be difficult to cover everything, so I’d recommend you focus on selected exhibitors, topics, workshops etc. that will be most interesting for your audience based on what you usually cover.
Preparation is key and you should always ask all entities you cover for permission to do so, perhaps even liaise with them prior to the event to discuss possible questions and angles that they’re satisfied with as I have done before conducting these interviews:
I then shared the drafts with the interviewees first before publishing them to get their consent and green light. This is important also with regard to data protection and general professionalism.
Many organisations will want to create awareness of an event before it happens, and they may ask you to publish a press or news release that they normally send you.
You can agree to make this part of your collaboration, or you can agree on a separate arrangement for this.
Here are some examples of how I publish media releases that offer the full range of benefits to my clients for SEO and marketing:
Partners also appreciate coverage on other channels such as social media or YouTube, which I additionally provide as you can see in the below examples:
— Manuela Willbold (@chilimanu) June 23, 2022
See more images that we took at the events we have visited together with professional photographer Petra Eujane:
What’s the future of Events & News Publications for Bloggers & Publishers?
Since the websites I manage have grown and increased their monthly organic web traffic, I receive news release enquiries daily and for events, it’s less frequent, but also on the rise.
Every business or organisation needs to be visible on the internet nowadays and it’s not sufficient to just publish a few posts on social media if you want to reach a wider and more diverse audience.
Crunching some numbers, there is a clear upward trend for higher demand in the online publishing industry:
According to a Cision White Paper from 2018
- 63% of journalists said news announcements and press releases are what they want from their PR contacts, indicating that most reporters want to continue interacting with their PR professionals in the same way they have historically.
- 22% reported that original research on trends and market data was also important to them, offering a new opportunity for PR and comms pros to be a source.
- 44% of journalists say that press releases are their most trustworthy source of brand-related information.
And there is also growing profitability in this sector:
According to 99firms.com
- 49% of brands are spending less than $10,000 per year on influencer marketing.
- 23% are spending between $10,000 and $50,000.
- 12% of marketers are devoting $50,000-$100,000,
- 5% $100,000-$500,000, and
- 6% are spending over $500,000.
And according to statista.com more than 2/3 of individuals in Great Britain were either reading or downloading online news, newspapers or magazines in 2020.
If you are intending to take your blog or website to the next level and perhaps also to make money online, you’ll need to find ways to offer partnerships, sponsorships, and collaborations to grow and expand. After all, what good is a website with nothing useful, intriguing, interesting and trending to share?
And to constantly produce content by yourself is extremely hard and time-consuming, plus may not be that diverse.
Consider your options with your website or blog, go through some website monetisation strategies that may be suitable for your web properties and invest in expanding your services and marketing your website.
If you need support with digital marketing, SEO, or web design, I can offer more support via digital marketing agency ClickDo and web host SeekaHost, where I work as an online media and PR strategist. We have various resources and an expert team at hand to help with anything around your web presence.
Simply contact me and I’ll respond to your enquiry in no time. Make the most of your website or blog today!
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.