Create a plan that assigns specific tasks and checklists to your publicity committee one year out, eight months out, six months, etc. Know about every opportunity open to you. For example, if the state's best magician will be at your fund-raiser in September, ask if he can advertise your event to his audiences during the summer months. Meet with editors months beforehand to find out if any of them are interested in featuring a special aspect of your event. The food editor, for example, might want to do an entire page on the unusual ethnic foods that will be served at your festival, complete with recipes. A suburban reporter might want to interview the 85-year-old grandmother who hand-sews colorful costumes that will be worn at the event.

Don't forget your celebrities can play a key role. When Tommy Bartlett celebrated the 70th anniversary of his world-famous water shows, publicist Joan Collins of Madison, Wisconsin knew what she needed to do. It took her several attempts, but she finally persuaded Bartlett to perform for the crowds by getting onto a pair of water skis on his 80th birthday-something he had never done in his life. Bartlett remained upright for exactly 31 seconds, then took a fall. The photograph was sent to member papers of the Associated Press and appeared in newspapers all over the world.

To learn more about recognizing, and utilizing all your publicity opportunities see Special Report #10 "Powerful Publicity Tips for Your Fund-Raiser or Special Event"