It may seem obvious: invite a celebrity or a member of the royal family to an event and media attention will follow. But making the event a truly royal media success takes more than their presence alone.
We regularly work on royal visits for our client, the Royal Dutch Mint. Last Wednesday was one such occasion, when we welcomed King Willem-Alexander for the ceremonial first strike of the two-euro coin featuring a double royal portrait.
At some events, we have to persuade journalists to attend with tailored explanations of why the occasion is relevant to them. This was very different. Press registrations poured in after we sent the general invitation. Unfortunately, the Mint building does not have enough room to give every camera crew and photographer a perfect view. Accreditation is therefore agreed in close consultation with the Government Information Service. Selecting the right media mix involves difficult choices: should an international crew take priority over a domestic one, for example, and which photo agency has the widest reach?
The ceremony
As the start approaches, about twenty journalists report to the press room. Fifteen minutes before the ceremony, I take them to the first-strike room and their designated press area. A raised platform gives photographers and camera operators two rows close to the coin press. Other photographers are positioned outside to capture His Majesty’s arrival.
Then comes the moment: the King, State Secretary Wiebes and Mint Master Maarten Brouwer enter. After several speeches, the King takes his place at the press and performs the first strike. It is over in seconds, so the media need to be ready to get the right shot. Afterwards there is time for close-ups of the King with the new coin. Some photographers would happily leap over the press barriers to get as close as possible.
Media coordination
We also coordinate several interviews arranged in advance. Everyone’s time is limited, so an efficient schedule ensures all the media can obtain a short quote from the State Secretary and Mint Master. As the King leaves, RTL Boulevard even manages to get a quote from him from the outside press area.
Thorough preparation, thoughtful accreditation and tightly organised media coordination make an event like this a royal success. Coverage appeared on RTL Nieuws, the NOS news, RTV Utrecht and online, as well as on Radio 1.
Linda
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