Planning a public event and inviting the media to attend can be an efficient way to do two jobs at once. Throngs of people make for good photo opportunities and lots of interview possibilities. You will leave a great impression of a well-executed and popular function. But what happens if no one except the media shows up?

With some worst case scenario preparation you can turn a poorly attended event into an interesting and colourful media opportunity. I know. I’ve just had a firsthand experience.

On Friday, February 13th, I hosted an event called Dead Bra Day. Two years ago, I made up Dead Bra Day and printed it on the breast health calendar, Breast of Canada, that I publish. My hope was to provide a fun opportunity for people to think about breast health in a unique way and perhaps unload some worn out bras.

On the day of the event, I had a photographer from our daily newspaper arrive, along with a camera crew from TVO. About 15 people attended. The venue could easily hold 100.

Fortunately, I had created some visuals to bring interest to the event in case the place was not packed. I strung up a line at the entrance with about 20 old bras pegged on it. Then I invited a few women to fashion large breasts out of the snow in the cafe courtyard. I hired the cafe cook to bake breast cupcakes. To share the television spotlight, I specifically invited a local musical group called The Funky Mamas. I knew they would provide interesting footage and would relish the chance to enhance their profile.

The first thing I did was abandon my speech. It would have seemed contrived with so few people on hand. Instead, I focused on satisfying the needs of the media. I dealt with the newspaper immediately because they arrived first and I knew a photo opportunity would only take a few minutes. I asked a couple of women to join me at the bra line, and together we hammed it up enough for the photographer to get a great shot. Then he left satisfied.

Next I dealt with TVO. I laid out the various visuals for them for their B reel and asked them what story angle they wanted to take for their A reel. Three of the women in attendance were either future or previous models in the calendar so I invited them to be interviewed. This worked well. TVO ended up staying for close to two hours, shooting, interviewing, and chatting with me. They were immensely satisfied with the personal attention and the extent of the interviews and felt that the visuals would provide more than enough background for an interesting story.

The atmosphere was easy, comfortable and fun. I didn’t get uptight or upset. In fact, I was a bit relieved by the poor turnout because I was able to manage the media attention so much better.

If media attend your event then they are demonstrating that they want your story to be news. Low attendance does not mean that your event is lame. It’s best to have confidence and give the media the finest story you can. Be flexible. Ask the media how you can help them do their job. And always prepare a Plan B for the possibility of low attendance.

Ideally, you need to ‘make friends with the media’. All the work I do involves the media in some form. I currently write for a newspaper and previously worked at one so I know the kind of pressure and needs the press have. I have volunteered at our local Rogers, so I understand the basics of TV reporting. I’ve listen carefully to a variety of radio shows and have had my work read on CBC. By acquainting myself with the various forms of media, I am able to be sensitive to their needs. I am very friendly, maintain a smile, confidently talk to whoever arrives, ask them what their deadlines are and if they mind waiting. Thanking individuals never hurts either.

I have never found anyone to be unreasonable. And because I’ve been nurturing these relationships for years, they know that my stories will be good, and that my photo ops will be interesting. My attitude of willingness and professionalism makes everyone feel like they get exactly what they want.

On Dead Bra Day, I did not ignore the public in favour of the media. When it became evident that hosting the formal public event would seem silly due to the small numbers, I simply went from table to table, with cupcakes in hand, wishing everyone a happy Dead Bra Day and thanking people for joining in. The band was playing in one corner of the cafe, kids were bopping around, folks seemed to be cheerful, and everyone was curious about the TV camera guy wandering around the room. It became a bit of a happening.

I was flexible, not attached to a particular outcome, and able to change my tactic on the spot without much effort. I know that my events, no matter what form they take are fun and different, making them memorable and energizing. And I know that my news events are valued by the media.

One other way to handle an event and the media is to separate them by hosting a media conference in advance of the event. Designed just for media and VIPs associated with your event, this is a more controlled strategy and provides lots of media fodder in one room so the media can collect their interviews in random order.

Both methods have their strengths, and both will provide you with many learning opportunities.

Sue Richards is a Guelph-based, social entrepreneur and cultural animator who is busy promoting her creative agenda to anyone who wants to have fun and be involved.