News and Insights
Are events worth the marketing spend?
May 28, 2026
A blueprint for event PR and what reporters really care about
IN THIS BLOG, YOU WILL LEARN:
- The challenges brands face in demonstrating return on investment of events
- The importance of events as key vehicles within the wider PR and marketing strategy
- Five top tips for event communications
- Where to find practical advice for events PR
Next week, thousands of attendees and hundreds of exhibitors will jostle for space and attention at Infosecurity Europe. It’s a prestigious cybersecurity event and attending brands will want to shine. But will they get PR value from being there?
Worldwide, brands invest huge amounts of time, money and energy in events. In fact, exhibition costs (floor space, stand build, travel and logistics) come in at a considerable £10,000–£30,000, whilst it costs around £300 just to attend (ticket, travel and accommodation). Yet despite this, in 2026 40% of organisers report difficulty proving event ROI.
There is always a risk that the shine of an event will fade rapidly after the stands have been demolished and the spotlights have been switched off. Brands must look on events not as a milestone to plan towards and then recover from, but rather as key vehicles within a wider PR and marketing strategy.
How to maximize the PR value of events
Competition at events is fierce. That is undeniable. And competitors vie for the same media and customer prospect attention. So how do you cut through?
FINN Partners explores how to get PR value from events, and what reporters really care about, in a new event playbook – a practical guide to help you plan for success and get the most PR benefit from events.
The guide draws on media analysis of Infosecurity Europe 2025 and direct input from experienced journalists. Read it to learn:
- What journalists really want from vendors at busy events
- Why some brands dominate while others fade into the background
- How insight, opinion and data can drive stronger coverage
- How to build visibility before, during and after the show
- How to make event investment work harder beyond the stand
To shape the conversation around a major industry event you must do more than just show up. Newsrooms are under the same budget and time constraints as you are. When they send a journalist to an event, they’re investing their time too and they won’t waste it meandering around the show floor, looking speculatively for something that interests them.
Five tips for event communications
Journalists need a reason to listen to what your brand has to say, and that won’t be because you have a flashy booth or are the largest presence in the room.
“I’m much more interested when there is a clear reason for the conversation, such as new research, a useful take on world events or something that brings fresh human insight.”
– B2B technology reporter
If you lack a fully rounded story, solid news or new insight into trending topics, the media opportunity of a significant event like Infosecurity Europe could pass you by.
To cut through the noise, build a clear narrative and overall media strategy. An interesting point of view and proprietary data will stand out among product-heavy messaging, so plan your event communication strategy around:
- Research
- Bold predictions
- Industry insights
- Regulatory or geopolitical framing
- Interesting opinions from credible spokespeople
Practical advice for events PR
Download the FINN Partners event playbook for more on these communications approaches, as well as a PR events checklist, the thoughts of experienced journalists and a strategy for extending the PR lifecycle beyond events.
A strong media strategy can help you get the most from events; find out how FINN Partners can help with your technology PR.
And why not meet us at Infosecurity Europe? We’re hosting informal networking drinks and would love to see you there – simply register to attend.
FREQUENTLY ASKED QUESTIONS
Is it worth exhibiting at events?
Worldwide, brands invest huge amounts of time, money and energy in events. Exhibition costs (floor space, stand build, travel and logistics) come in at a considerable £10,000–£30,000, whilst simply attending can cost around £300 (ticket, travel and accommodation). To maximize return on this investment, you need a strong media strategy that captures attention and extends the PR lifecycle beyond the event itself.
How can I attract media interest at an event?
FINN Partners conducted a media analysis of Infosecurity Europe 2025 and invited input from technology journalists to discover what cuts through the media noise around events. The findings are summarized in the event playbook.
What type of news interests the media at events?
To cut through the noise, you must have a clear narrative and overall media strategy. An interesting point of view and proprietary data will stand out among product-heavy messaging, so plan your event communication strategy around research, bold predictions, industry insights, regulatory or geopolitical framing and/or interesting opinions from credible spokespeople. Find out more in the FINN Partners event playbook.
POSTED BY: Richard Scarlett
