PR for Your Event
2/8/07
Krista Robertson, VP, Marketing Services

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You have planned your event down to the finest detail and now you need to make people aware of it. Whether it is a fundraiser, an annual gala or an advocacy event many organizations are challenged with creating publicity for their events. Here are some simple steps to get you started in obtaining good public and media relations for your events.

1. Brainstorm all angles for possible coverage
• Advance coverage of the event
• Day of event coverage
• Feature story on someone who will benefit from proceeds raised at event
• Feature story on someone involved in your organization
  
  
2. Do your homework. Research all the options for coverage
   • In order to be effective, you need to know what’s out there. Read daily newspapers in your community, watch the local news, visit appropriate Web sites, and read area magazines.
   • Read the periodical from a special event coverage viewpoint and you will become aware of the endless options for coverage.
   • Think like a reporter or an editor. It will give you a better perspective on whether your story in newsworthy.
     
     
3. Plan ahead
• You need to plan ahead because media organizations have different deadlines. If you have done your homework, you will know how much lead-time they need to consider your story.
• Keep in mind that the story you have to tell may not be appropriate for both the print and broadcast media.
  
  
4. Getting your story ideas to the media
   • There are several ways to get your idea to the media, but a news release is the most common.
   • Other options include a press kit, media advisory, story pitch, interviews, Op-eds, editorial board meeting, news conference, public service announcement or community calendar.

Above are the basic steps to securing coverage for your event. However, here are some very important things you should know before contacting the media:

1. Read, watch and listen before you approach.
• It is critical that you are familiar with the media before you contact them.
  
  
2. Don't just send a news release and expect it to get in the right hands.
   • Know your reporters and their beats.
   • Know the editor.
   • Respect deadlines.
   • Think quality, not quantity.
   • Follow-up. Contact the reporter to give additional information, offer interviews, call the reporter’s attention to your materials.
   • You Gotta Sell. Be enthusiastic about your story. Tell the reporter why it's important for their audience to know about your topic.
   • Be accessible. Always let reporters know how they can reach you and return calls promptly.
   • Proof, proof, proof. Reporters will not give serious attention to a news release with typos, poor grammar and other errors.

And most importantly … don’t let the media intimidate you! They are people, too!