Promoting Special Events
There are two main avenues you can when promoting your special event: advertising and publicity. Ideally a company will utilize the best of both worlds, combining free media coverage and paid advertising leading up to the event.
In an effort to save money, some companies would like to rely on the media alone to promote their event. This is a mistake. Media coverage of your special event is most helpful, as well as most likely to occur the day before or day of the event. You want people to have made up their mind to attend before the actual event. Paying for some advertising time or space beforehand will hopefully help attract a larger audience.
So, you know that you have a message you need to get out through advertising as well as various media outlets.where do you start? You need to choose what means you will use to convey that message. The best starting place is a simple one-page article or news release.
This news release should be informative yet concise. Give a description of your special event that answers the following questions:
WHO?: Is there a featured speaker or participant? Who is involved?
WHAT?: Describe the type of event that is taking place.
WHEN?: What are the dates and times for your event?
WHERE?: What is the event address?
WHY?: What is the purpose of your event?
HOW?: How is your event being planned? Who is the agent in charge?
Be sure to include the contact person's name and phone number should anyone want more information. Once your news release is prepared, select the media venues that you would like to submit it to. If possible use a combination of print and broadcast media to reach the largest audience.
Print media includes daily and weekly newspapers, neighborhood papers, and special editions for suburban areas. Submit your news release regarding the special event you are promoting at least a two weeks ahead of time to ensure the print date that you're shooting for. Whenever possible include a sharp photograph of the main speaker. Remember, "A picture is worth a thousand words!"
Broadcast media involves both radio and television. Locally produced programming channels will often run announcements, and the major network stations usually devote some time promoting to a community calendar of events. Likewise, area radio stations often have locally-produced or religious programming that takes the time to read news releases about upcoming area events.
Just remember that when working with the media, time is of the essence. Find out when deadlines are for whatever media venue you're trying to get publicity in, and then respect that deadline. Also, be sure your information is clear and concise. Have a specific person in charge of working with the media and then make sure that your media contacts know who that person is.
Compile an accurate list of the name and correct spelling of local news directors, religion writers, and assignment editors. Address correspondence directly to the individual in charge. Be consistent, polite, and informative when working with the media. The contacts that you make now might be able to help you out time and time again in the future.
Now, aside from the free publicity you might be able to generate to promote your special event, consider the paid advertising options available. Most newspapers have a set fee based on column size. Expect that there will be extra fees for typesetting and the insertion of any photographs you would like run with the advertisement. You might be able to save on some advertising costs if you employ anyone who has experience in publication layout or design who can help develop a "camera-ready" ad.
In conclusion, remember that your main objective when promoting your special event is to encourage people to plan early on attending. If you can afford a method of promotion that is proven to reach your intended audience, consider it! Put a strategic promotion plan into place months before your event to ensure the best results. Being organized is the first step to being successful.
