Why On-Site PR Support is the Key to Successful Media Coverage

In the fast-paced world of public relations, on-site client support is essential for executing seamless events, maximizing media opportunities, and managing real-time challenges. Having PR professionals present ensures that every detail aligns with the client’s key messages and that media interactions yield the best possible coverage. 

A prime example of the power of on-site support is PCI’s recent media relations campaign for the First Lady’s St. Patrick’s Day Clover Cruise. This highly anticipated event took place on the same day as the iconic Chicago River dyeing, offering a front-row seat to a tradition that draws thousands of spectators. With exclusive media access aboard the cruise, journalists had the unique opportunity to witness the spectacle up close and interview one of First Lady’s seasoned vessel captains. To guarantee a smooth experience for both the media and the client, PCI team members Amanda Cohen and Sandy Arroyo provided dedicated on-site support throughout the event. 

Here is why you should consider having a PR representative on-site for media opportunities:  

The Crucial Role of On-Site PR Support 

Enhancing Media Relationships 

Strong media relationships are built on personal connections. Face-to-face interactions are far more impactful than email exchanges, fostering trust and ensuring journalists have a positive experience. On the Clover Cruise, PCI team members welcomed media aboard, answered questions, and provided guided access to the best filming and photography locations. This hands-on approach not only enhanced the media’s ability to capture compelling content but also strengthened PCI’s relationships with key journalists, paving the way for future collaborations. 

Real-Time Responsiveness 

Event-day challenges require immediate solutions, and having a PR team on-site ensures swift action. On St. Patrick’s Day, the massive crowds along the Riverwalk led to spotty internet connectivity on the cruise, potentially hindering journalists’ live updates and content sharing. Because PCI’s team was present, they quickly resolved the issue, ensuring journalists could continue capturing and sharing their coverage without disruption. Being on-site eliminates the delays of back-and-forth digital communication; great PR professionals will adapt to any situation instantly. 

Crisis Management 

No event is without its challenges. Whether it’s a last-minute change in logistics or an unforeseen technical issue, on-site PR professionals play a critical role in mitigating risks and protecting the client’s reputation. Quick thinking and real-time problem-solving prevented any potential disruptions, ensuring a polished and professional event. 

Reinforcing Key Messages 

Every interaction with the media is an opportunity to reinforce the client’s key messages. On-site PR professionals act as brand stewards, ensuring that interviews, soundbites, and overall event narratives align with strategic communication goals. Throughout the Clover Cruise, PCI guided conversations, facilitated interviews with the vessel captain, and ensured that First Lady’s brand positioning was consistently communicated across earned media coverage. This level of oversight helps shape the public perception of the event and the brand. 

The Tangible Impact of On-Site Support 

As a direct result of PCI’s on-site client support and media relations efforts, the Clover Cruise secured extensive media coverage, with placements in top outlets such as Axios, Time Out Chicago, Chicago Tribune, Block Club Chicago, and Univisión Chicago – securing a total of 60,477,268 media impressions. Beyond immediate media hits, PCI also established new relationships with attending journalists, leading to discussions about future collaborations and cruise coverage opportunities. These long-term media connections underscore the lasting value of in-person PR support. 

Conclusion: On-Site PR Support is a Must-Have 

For PR professionals, being present at client events isn’t optional—it’s a necessity. On-site support transforms good media opportunities into great ones, ensuring flawless execution, proactive problem-solving, and meaningful media engagement. By embedding PR professionals into the heart of the action, brands can maximize exposure, strengthen press relationships, and safeguard their reputation in real time. 

The First Lady’s St. Patrick’s Day Clover Cruise exemplifies the power of strategic, hands-on PR support. As PCI continues to champion earned media success, we remain committed to providing unparalleled on-site assistance, helping our clients shine in every moment that matters.  

By: Amanda Cohen, Media Relations Coordinator