Why an industry event calendar is important for your PR strategy

Here, Simran Ghata-Aura at JournoLink outlines three key business benefits of having an industry event calendar.

Being involved in your industry sector is an integral part in running a business, and an industry event calendar marks important events that as a business owner you need to be aware of.

Whether the event is Valentine’s Day, or something more industry specific like World Chocolate Day, an industry event calendar will help your PR strategy significantly by allowing you to prepare different angles to sell your product.

Here are the top three benefits of using an industry events calendar.


As a business owner, knowledge of your industry is key to your business growth. You need to be aware of current events in your industry to then be able to act accordingly.

Being aware of what industry events are approaching is extremely important, especially if that event falls into your business sector. This allows you to strategise how to approach the event – like whether you choose that event to offer a special promotion or launch a new product.

Not all events can be positive, so as a business owner you need to be aware of these and change your PR strategy to fit accordingly e.g. change tactics in promoting your chocolate business on World Diabetes Day. In instances like this, it’s also a good idea to keep an eye on your competitor businesses to see how they how they’re approaching the event.


Responding to calendar events helps in further exposure of your brand, whether by sending a tweet about it or handing out free products to celebrate, the public are already aware of the event so joining in lets you to reach that specific audience.

Holding a countdown to promotions or offers in celebration of a specific calendar event is a great way to further entice audience members. To audience members that are already excited for the event day, your business will only fuel that excitement.

As well as celebrating current events, it’s also an opportunity to submit your own events for others to see – this could be anything from a charity fundraising event to a conference talk. Being active on social media for an event in your industry sector is a great way to gather exposure before your own event.


Calendar events are a great way to boost your business’ sales.

Keep an eye on special events during the year like Black Friday and Christmas, where the public tend to spend more money than usual.

When you know what special events to look out for, you can then prepare your marketing and PR strategy for this – this could be by advertising special sales or promotions leading up to the event.

In order to drive revenue, you need to be aware of when key events are happening and then use that to your advantage. An industry event calendar gives you the opportunity to prepare your strategy and explore the different angles you could use to sell your product.

You don’t need to strategise for every event in your industry sector but it’s important you’re aware of what’s going on and act accordingly. This is extremely important for your PR strategy.

An industry event calendar brings ease into managing all three areas mentioned above: the industry knowledge side, the exposure side and the sales side that every business needs to be on top of. Getting involved with an events calendar will help you better plan and prepare your business strategy – something every business desperately needs to do.

Simran Ghata-Aura is media relations assistant at JournoLink.

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Violet Stracke

Simran Ghata-Aura is the media relations officer at Journolink.