From digital invitation security to thoughtful timing and logistics, these are my best practices to make your media events more successful.
By Aly Walansky
The holidays are almost here, and we’re all working on our seasonal content and sourcing for gift guides. That means it’s also officially the height of event season.
For journalists such as myself, especially in larger cities, that means your inbox is pretty much overflowing right now with an array of invitations to everything from restaurant openings to cocktail parties, product launches, holiday previews, and everything in between.
On any given day, I might receive dozens of invitations. During particularly busy weeks, there can be multiple events happening on the same evening, sometimes at the same time. And while I’d love to attend everything (well, almost everything, I do have my preferences!)I’m only one person.
For publicists, that means getting a journalist to attend your event requires more than simply sending an invitation and hoping for the best. Getting your event to have the attendance you (and your client) want is also about understanding how journalists work, what makes an event worthwhile for them to attend, and how to communicate in a way that makes attending easy rather than complicated.
One concern I’ve become increasingly aware of, and one I think both journalists and PR professionals should be paying closer attention to, is the potential security risk associated with digital invitations sent through third-party platforms like Paperless Post, Evite, Partiful and Punchbowl.
I’ve used these platforms myself in the past to share my own party invites and RSVP to others. They offer a ton of value and can make sending invitations easier and more convenient. But there’s a growing reason that I am avoiding them (and this week alone, I didn’t even click on at least a dozen event invites that used them): Many journalists, myself included, are increasingly hesitant to click unfamiliar invitation links, even when they appear to come from people we know.
That doesn’t mean every digital invitation is dangerous. However, it does mean that in an era of phishing attempts, compromised accounts, and increasingly sophisticated scams, we’re being careful, and it’s simply not worth the risk.
What does that mean for you and your event? Quite simply: When your invitation requires a journalist to click an unfamiliar link just to discover what you’re inviting them to, you may be creating an unnecessary barrier to attendance. And that can impact your event turnout and ultimately its success.
So, how can publicists make their invitations more effective, accessible, and secure?
Here are some of my best practices as someone who spends a considerable portion of her day receiving them!
- Put the Actual Invitation in the Email
Honestly, this is my biggest piece of advice: Don’t make journalists put themselves at risk to find out what you’re inviting them to.
An invitation should clearly state the event, date, time, location, host, and reason for attending, directly in the body of the email.
You can absolutely include a beautifully designed invitation but the essential information should never be hidden behind a button, attachment, or external website.
Think about it from the journalist’s perspective. I am at my desk (or, my couch, which operates as my de facto desk) for an absurd amount of hours each day, scanning emails between assignments. But I’m also doing this while traveling, on planes, on phones, and in back of Ubers. If I can immediately see what an event is about and whether I am available, I am much more likely to consider attending.
If I have to navigate somewhere else to find out, I’m not going to find out, because again, I’m not clicking on that external link.
- Think Carefully Before Using Third-Party Invitation Platforms
Digital invitation platforms are super popular, and I totally get why. They offer attractive designs, convenient guest management, RSVP tracking, and automated reminders.
But here’s something that I hope gives you pause: Journalists are frequently targeted by phishing attempts, and fake invitations are one way malicious links can be disguised as legitimate professional correspondence.
That’s why many of us have adopted a simple rule: We don’t click unexpected third-party invitation links. Even if we recognize the sender, even if the invitation looks legitimate, even if the event sounds fantastic.
The concern isn’t necessarily the platform itself. It’s that we can’t always verify the authenticity of an unexpected link or the account sending it.
My recommendation: Use digital invitation platforms as an optional convenience, not the only way to access your event.
My recommendation: Use digital invitation platforms as an optional convenience, not the only way to access your event.
Include the complete details in a regular email, and allow journalists to RSVP by replying directly.
If you’re using a third-party platform, explain what it is, why you’re using it, and where the link leads. Avoid shortened or obscured URLs, and never require someone to provide unnecessary personal information simply to respond.
Most importantly, if a journalist says they’re uncomfortable clicking a link, respect that preference and offer another way to RSVP. The goal is to make attending your event easier, not to create an additional security decision.
- Give Journalists a Reason to Attend
A beautiful invitation is lovely. But what matters even more is what’s happening at the event.
As I mentioned, I get dozens of invites each day. When I open and consider an invitation, it’s more than checking it against my calendar. I read it and ask myself: What will I learn? Who will I meet? What will I experience that I couldn’t experience by reading a press release? For me, the most compelling events often have an educational, interactive, or otherwise distinctive component.
A hands-on cooking class with an accomplished chef, an opportunity to interview a beverage expert while experiencing a new cocktail program, a behind-the-scenes look at a hotel, restaurant, or product launch that offers a genuinely interesting story angle, are all going to entice me. But an invitation that simply promises cocktails and light bites, without explaining what makes the event relevant to my work, may be harder to prioritize. There’s simply too many things going on, and I’m just one person.
This is especially important during busy event seasons, when journalists may be choosing between several invitations on the same evening.
Make sure your event invite tells us why your event matters and what makes it different. An event can be wonderful without necessarily being the right fit for every journalist.
- Know Who You’re Inviting
Just as you wouldn’t send a beauty product to a journalist who exclusively covers car stuff, you shouldn’t assume every journalist is an appropriate guest for every event.
Research your invitees. What do they currently cover? Which publications do they contribute to? Are they local? Do they typically attend evening events? Is the subject relevant to their work?
A personalized invitation that demonstrates an understanding of someone’s coverage will almost always be more compelling than a generic mass email. And while we’re at it, please don’t assume that because someone attended a particular event three years ago, they’ll automatically be interested in something similar today.
Our beats, assignments, schedules, and priorities will change over time and a little research goes a long way.
I’ve talked about this before in my previous #DynamoDigest articles on creating successful journalist and influencer PR packages and pitching products for holiday gift guides. Whether you’re sending a product, pitching a story or inviting someone to an event, the same rule applies: Know who you’re reaching out to and make sure what you’re offering is actually relevant to their work.
- Timing Is Everything (And So Is Your Calendar)
Journalists often plan their schedules well in advance, particularly during the holidays. If you’re hosting an event during an especially busy week, don’t wait until the last minute to send invitations.
A thoughtful save-the-date can be incredibly helpful, especially when the event is significant enough that someone might need to rearrange their schedule.
Please consider the timing of the event itself. An afternoon event may be ideal for some media but impossible for others who are juggling deadlines, meetings, and multiple assignments. Likewise, an event that begins at 6 p.m. but doesn’t feature its main presentation until 9 p.m. may not be realistic for someone who has an early morning deadline. If there’s a specific presentation, tasting, interview opportunity, or other key moment, let us know when it will happen. That information can make the difference between attending and declining.
- Logistics Aren’t an Afterthought
This is something that can make an otherwise wonderful event unnecessarily stressful: missing information. Where exactly is the venue? Is there a specific entrance? Is there a check-in process? Will transportation be provided? Is there a dress code? Who should we contact if something goes wrong?
These details matter.
If you’re offering car service or rideshare vouchers, make sure the instructions are clear and the transportation arrangements actually cover the event’s timing and location. If your event is in a large hotel, convention center, or complicated venue, specify exactly where guests should go. If there’s a scheduled interview or a specific person journalists are being invited to meet, make sure that person will actually be available.
And if something changes, communicate it promptly.
A journalist who arrives at an event expecting one experience and discovers something entirely different may be understandably frustrated. The best event logistics are often the ones nobody notices, because everything works exactly as expected.
- Follow Up Thoughtfully, Not Relentlessly
I know publicists have attendance goals, client expectations, and event deadlines. And I understand that an unanswered invitation can be frustrating. But sending repeated follow-ups within a short period doesn’t necessarily increase the likelihood of a yes.
Sometimes we’re checking our calendars. Sometimes we’re waiting on an assignment. Sometimes we simply haven’t gotten to that email yet.
A polite follow-up is perfectly reasonable, especially as the RSVP deadline approaches. What isn’t helpful is creating artificial urgency or making someone feel guilty for not responding immediately.
And if a journalist declines, please respect that answer. A no to one event isn’t a no to your client, your agency, or future opportunities. In fact, handling a decline graciously can strengthen a professional relationship.
- Remember That Attendance and Coverage Are Two Different Things
This is an important distinction that sometimes gets lost in event planning. Inviting a journalist to experience something doesn’t guarantee that they’ll write about it. Even when an event is wonderful, coverage depends on editorial needs, available assignments, timing, and whether there’s a story worth telling.
That said, publicists can absolutely make potential coverage easier.
Provide a clear press release or fact sheet, access to relevant spokespeople, and high-resolution images with appropriate credits. If there’s an interesting news angle, make sure it’s communicated clearly.
And if a journalist follows up with questions after the event, responding promptly can help turn a positive experience into an actual story opportunity.
The event itself may last two hours. The relationship and potential editorial opportunities can extend far beyond that.
The Best Invitation Is One That Respects the Relationship
At its core, successful media outreach isn’t about fancy graphics, elaborate invitation platforms, or the number of reminders you send. It’s about understanding the person on the receiving end.
Journalists want to discover interesting stories, build meaningful relationships, and attend experiences that genuinely contribute to their work. Publicists want to showcase their clients, create memorable experiences, and generate meaningful attention.
Those goals aren’t in conflict. In fact, when the relationship works well, they complement each other beautifully.
So as the holiday event season gets into full swing, my advice is simple: Make your invitations clear, relevant, thoughtful, and easy to respond to. Give us the information we need. Respect our time and security concerns. Help us understand why your event is worth attending.
Sometimes the most effective PR strategy isn’t the fanciest one. It’s simply making it easy to say yes.
This post is part of Durée & Company’s ongoing Guest Blog series, The #DynamoDigest, where we have tapped select journalists and influencers whose work we admire and respect. In this series, top tips and best practices are shared across a variety of topics impacting the public relations industry today.
By Aly Walansky, contributor to TODAY.com, Forbes, Food & Wine, Business Insider, Food Network, Bravo, Reader’s Digest, Men’s Health, Men’s Journal and more. Subscribe to Aly’s Substack newsletter for more of her insights.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. In 2025, the agency was named Fort Lauderdale Magazine’s Best PR Agency for the third consecutive year, and its founder, Durée Ross, was recognized as a “Media Industry Champion” at PRNEWS’ Top Women Awards. To learn more, call 954-723-9350; go to dureeandcompany.com;cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter,YouTube and LinkedIn at @DureeCoPR.
