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How do events actually work?

Welcome to another installment that goes behind the scenes. This time we are taking a look at events. How do they work? How do you get invited? Do you get paid to go? Who do you talk to? What happens after?

No two events are exactly the same but I’ve been attending media events for 4+ years and wanted to answer some FAQ. I also host events for This Needs Hot Sauce, usually happy hours, and I really try to make them fun and worthwhile for everyone who shows up. I’m putting together the events plan for 2023 so stay tuned for more info in the next few weeks!

Time is so valuable and especially after the early days of lockdown when I attended lots of Zoom events (and hosted a few), there is something special about being together in person. I’ve met so many people at events that have become friends or become part of a future article I’ve written or we’ve wound up collaborating in some way. I’ve also become more particular about events as time has gone by—I want to protect my time and not be out every night, but if I can, I’ll always show up to support people I care about and things that sounds interesting or fun. It’s a perk of the job and a chance to experience some special things. I’m always grateful for the opportunity to be at these events and I know how much work goes into them.

Event invitations most often come from the publicist or marketing agency working for the client. For smaller brands, it sometimes comes from the founder or a direct team member. Sometimes the event is a version of something that’s available to the public (like going to an activation the day before it opens or getting a press pass to attend a trade show) and sometimes it’s created just for the guests (like a dinner, a panel, a tasting, a screening, or a cocktail hour). I’ve gotten some pretty unique invitations, like a wine hike (I went) or a dip themed trip to the Hamptons (I couldn’t go to that one and I do have some regrets).