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Step 1
Prepare press materials. In order to publicize any event, a press release, summarizing the main points of the event and how you would like it to be covered, should be written and distributed to the local media. Always remember to include the name and contact information of your organization’s publicity person.
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Step 2
Choose an official spokesperson for the event. After your advance press release hits the streets, you will receive a variety of calls, emails, faxes and letters concerning the upcoming event. To avoid confusion and keep your people on message, select an official spokesperson to handle all inquiries from the media and the public.
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Step 3
Never give a guess as an answer. If you or your spokesperson (who are most likely one and the same) are not sure of a particular answer to a question from the public or the press, never give an educated guess or estimate in response. If you are not certain of an answer, tell them you will double check the information and get back with them right away. Wrong information travels quickly, particularly in the local press corps. Providing an incorrect address or start time to one reporter or TV producer can lead to a lot of missed coverage.
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Step 4
Distribute a public service announcement (PSA). Public service announcements are another way of publicizing an upcoming event at little or no cost. Radio stations air these announcements free of charge as part of their community programming efforts. There are no guarantees from the stations that your PSA will air, but free is free.
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Step 5
Make sure to take pictures. Just because you’ve invited and spoken personally to the media doesn’t mean they’ll all show up or assign a photographer. To make sure your event is well documented, assign an amateur photographer or two to snap pictures. The shots can be used to distribute to local papers and publications that did not show up and in upcoming newsletters and fundraising materials.
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Step 6
Make sure to take time to drop a note or make a quick call to the local media representatives and officials that attended or publicized your event. Thank them for their coverage and the important part it played in making your event a success. This little gesture can pay off immeasurably in the future.
