What To Do When the Media Doesn’t Show Up

You planned the event. You sent out the invites. You confirmed the guest list. You even had a media advisory go out to every local news outlet.

And then… crickets. No reporters. No cameras. No coverage.

Your client is staring you down.

But it’s not the end of the world (or the contract).

You can still make your event matter. You just need to shift from “hoping for coverage” to creating your own. Here’s how to do it:

1. Send a Post-Event Press Release

Just because no one covered your event live doesn’t mean it’s not newsworthy.

Cover your event like a member of the media. Shoot photo and video. Send out a post-event press release with links to those assets. Send to local TV stations, daily newspapers and blogs and industry publications.

Most of the time the reason media don’t cover an event in person is because they’re short on man power. Do the heavy lifting for them and let them cover your event without lifting a finger.

2. Turn Your Social Media into a Newsroom

Upload your best photos, video interviews, behind-the-scenes moments, and post-event quotes. Have some fun with this and post videos, carousels, reels and stories.

Use Instagram, Facebook, X, LinkedIn—whatever platforms where you and your audience is most active and gives you the most room for creativity.

Tag others who were at the event and use their platforms to access their audiences as well.

Pro tip: Always include a link back to your website so people can learn more.

3. Write a Recap Blog on Your Website

This is a more accessible version of your press release. Share what the event was all about, who participated, and what the impact was.

Add embedded photos and video to bring it to life. End the post with a clear call to action: how people can donate, sign up, volunteer, or learn more.

4. Email Your Audience a Quick Recap

Send a short, punchy email to your list with a headline like:

“Missed our event? Here’s what happened.”

Include a sentence or two about the event and link directly back to your blog post (above) and your social media recap (also above). This not only keeps your community engaged—it also drives traffic to your website.

Bottom Line

Media attendance at your event is great—but it’s not the only way to get your story out.

These days, you are the media, too. You have the tools, the platforms, and the audience.

Don’t wait to be discovered—tell your own story, your way.