If you're hosting a special event, there are several great ways you can promote it by involving the media.

 Ask news anchors and TV weather people to serve as emcees or keynote speakers at your event, or be the grand marshals in your parade. If they agree, chances are good your event will be on that night's news.

 Invite media people to serve as judges at your event.

 Ask news anchors to join you in a demonstration that promotes your event. For example, I saw a 2-minute segment in which two TV anchors were invited to help a local chef decorate Christmas cookies to promote a special holiday cookie workshop being held at a local hotel/resort. The anchors looked as though they were having a ball. The event was so insignificant that it otherwise would never have been covered. If your organization is sponsoring a hot air balloon race, invite a reporter to go on a hot air balloon ride several weeks before your event, then write about it.

For more tips on promotion, see Special Report #42.