Events mark pivotal moments in the careers of communications professionals, offering both challenges and unparalleled rewards. Recently, we embarked on a journey with our client, OpenUK, a non-profit organisation championing the UK’s Open Technology sector, orchestrating the press office for their annual event: State of OpenCon 24.
This landmark event, hosted at The Brewery in the heart of London, brought together the finest minds from the global open source community, featuring a diverse lineup of 208 speakers, including over 20 CEOs and founders. It was an unprecedented opportunity for OpenUK to facilitate a forum for sharing ideas, policy debates, and ultimately build understanding between experts from across tech, academia and policy.
Celebrating Innovation and Collaboration
OpenUK describes the open source community as the "submarine under the UK digital economy," and our mission was to bring this submarine to the surface. With open source contributing 27% to the UK tech sector's Gross Value Added, our goal was to spotlight the UK's thriving community of open source contributors and maintainers while fostering a broader conversation on government investment in this sector.
Setting Ambitious Goals
Our objectives for the conference were clear:
Navigating the Conference Terrain
Our strategy was simple, we needed to compile and curate the open source community’s most compelling stories, tailored to resonate with tier 1 media. We achieved this by identifying key speakers and organisations, ensuring each had their moment in the spotlight. From industry titans to emerging innovators, our focus was on amplifying their voices and achievements.
Engagement and Outreach
Leading up to the event, we strategically positioned OpenUK at the forefront of trending topics in open source and technology. By engaging in discussions such as the House of Lords' Large Language Model consultation, we not only raised awareness but also secured valuable press coverage.
Forging Partnerships
Our efforts extended beyond traditional media outreach. Collaborating with media partners targeting the open source and tech community, we generated buzz and drove ticket sales. Publications like Computing, VMBlog, Linux Magazine, and Software Defined Talk played a pivotal role in amplifying our message.
Results that Speak Volumes
The conference was a whirlwind of activity, with a bustling press office and a steady stream of interviews and enquiries. We welcomed 30 journalists, including representatives from prestigious publications such as POLITICO, CityAM, and The Telegraph. We’ve surpassed last year’s coverage target with more than 50 pieces, showcasing cutting-edge thought leadership on the future of open source.
A Platform for Continued Growth
With over 800 attendees, including key stakeholders from tech, government, and academia, the conference showed that open source has a lot to offer from a communications perspective. With a strategic approach, there are plenty of storylines to draw out and connect open source to the biggest challenges facing our time. Really the conference is only the beginning and a platform to build on, as open source remains a critical frontier in tech and policy discussions for the foreseeable future.