We see photos of check-passings, ribbon-cuttings, ground-breakings and "grip and grin" shots all the time in local newspapers and an TV. That's the problem. They're far to common. And they're usually dull. If you can afford it, hire a freelance photographer or someone from the newspaper staff at your local college to shoot photos several months before the event, for use in your media kit. Subjects might be local celebrities or committees that are working on decorations or planning for a special activity.

Also have on hand several professionally taken head shots of the key event organizers. Here's something different. Why not sponsor a photo contest of your annual Grape-Stompin' Festival? Award prizes for the best photos. Then make arrangements with the winning photographers to use the photos in next year's PR effort.

If photographers will be photographing small children, prepare standard release forms which parents must sign before their children's photos can appear in the paper.

To learn more about utilizing visual aids for getting free publicity opportunities see Special Report #10 "Powerful Publicity Tips for Your Fund-Raiser or Special Event"