Wondering whether to hold your next big launch event in person, or save money and time and opt for an online event? Here, we discuss the current state of virtual events in UK PR.
Are Online Events Still A Thing?
In short, yes. Hybrid working has (thankfully) become the norm for many post-pandemic, so people are used to attending meetings online, and events are no different. Our schedules are busier than ever, so saying ‘yes’ to a 30-minute virtual event is often easier than taking several hours out of your day to travel to a live event.
As we navigate through a post-pandemic world, the beauty industry has witnessed a significant shift in how brands connect with their audiences and stakeholders. While in-person events are making a strong comeback, online PR events continue to play a crucial role in the industry’s communication strategies.
Hybrid Work – Hybrid Events
There isn’t a shift from one approach to the other, more of a split between them. The beauty industry is embracing a hybrid approach to events, combining the best of both physical and digital worlds. The British Beauty Week 2025, scheduled for 20th-26th October, exemplifies this trend with its theme ‘Future of Beauty’. This event will aim to reach millions of people through a combination of press, social media, and in-person activations. This hybrid model allows for greater accessibility and engagement, catering to a diverse audience across the UK.
Digital PR
Digital PR continues to grow in importance, with 90% of surveyed professionals preferring online platforms for pitching PR campaigns. This shift towards digital channels has blurred the lines between traditional and digital PR, creating a more integrated approach to communications. Online events provide an excellent platform for brands to showcase their innovations, connect with influencers, and engage with their target audience on a global scale. The reduced budget for online events and digital PR is another key consideration.
Video Content & Online Events
The rise of video content in PR further supports the relevance of online events. Journalists are increasingly looking for video content to complement their stories, and online events provide an ideal platform for creating and sharing such content. This trend aligns with the evolving media landscape and the need for more dynamic, multimedia articles. Your next online event might be the perfect opportunity to create videos that can enhance your storytelling for clients.
In-Person Events Have A Place Too
However, it’s important to note that online gatherings should not be seen as a replacement for in-person launches and activations. The beauty industry still values face-to-face interactions, as evidenced by the numerous physical events planned for 2025, and the continued increased impact of in-person PR events in 2024. These events offer unique opportunities for networking, hands-on experiences, and immersive brand activations that cannot be fully replicated online.
Strike A Balance
The key to a successful PR campaign in 2025 lies in striking a balance between online and offline strategies. A broad-reaching campaign across multiple platforms has the highest chance of securing engagement and results, so combining both on and offline events will offer the best chance of success for 2025.
What’s Next For Online Events?
Online PR events in 2025 will likely focus on creating more immersive and interactive experiences that will take online events to the next level. With advancements in virtual reality (VR) and augmented reality (AR) technologies, brands can offer unique, memorable experiences that go beyond traditional webinars or online Q&As. These technologies can help bridge the gap between online and offline events, providing a more engaging and personalised experience for attendees that are likely to yield better results for clients.
How Can Flipside PR Help?
Whether you’re interested in creating memorable online events or creating campaigns that combine on and offline activations, we’re here to help. Here’s how we create industry-best events and experiences for our clients, and we’d love to work with you.
Check out our case studies here.
