Spend at least a year planning the event. If you want national coverage, remember that many major magazines work six months out. That means that six months before the event, you must have your theme chosen, the activities schedule intact and your media kit created. Your public relations committee must be ready to start making contacts long before you have many of the other details nailed down.

Start planning by coming up with a clever name and logo. For optimum publicity, work the sponsor's name into the event. "The Alpha Phi Sorority's Bop-with-Your-Pop," the "Firstar Eve" celebration on New Year's Eve and the "March of Dimes Walk-a-thon" lets people know instantly who is sponsoring the event, or who is the beneficiary of money raised.

Use the logo on special letterhead and on T-shirts and caps that are distributed long before the event. To jump-start your publicity, sponsor a contest that ties into the event. For example, if you are sponsoring a fund-raiser featuring celebrity chefs, ask your community to vote on its favorite celebrity chef. Distribute ballots at local food shops and restaurants. Then give the winning chef special recognition at the event.

Time the event so it isn't competing with another major news event in your community. Call your local Chamber of Commerce or Convention & Visitors Bureau for guidance.

To learn more about timing, and publicity for fundraisers see Special Report #10 "Powerful Publicity Tips for Your Fund-Raiser or Special Event"