AUSTIN, TX: Porter Novelli was the only external agency providing support for the 12th annual South By Southwest (SXSW) festival and conference this week.
The festival is well known for its music concerts and film screenings, so the interactive festival hired PN to ramp up exposure for its events.
The main interactive event was a PN-hosted "Journalism vs. Blogging" panel at the Austin Convention Center on March 15, which was moderated by Jason Teitler, PN's global interactive practice leader. Keynote speakers at the interactive festival included Malcolm Gladwell, author of Blink, and Anna Marie Cox, editor of Wonkette.com.
"We did the PR for the interactive part because music and film [often] gets the glory," Peterson says.
Melissa Smolensky, account executive at PN, previously volunteered at SXSW. A team of eight helped at the event, including Lisa Peterson, senior account executive, who oversaw the media relations component.
Hugh Forrest, SXSW interactive event director, said the agency was tasked with media relations and helping the interactive festival, which he said had a healthy attendance, hone its message.