With the sheer amount of information that we are deluged with on a daily basis, it may seem like you are swimming against the current when it comes to publicising your event as it can be so difficult to get your event or cause noticed. Any PR professional worth their salt will tell you that publicity is the way to go as it is a far more credible means of getting the word out than advertising. Word of mouth is an extremely powerful means of spreading your message as there is no more credible means of publicity than friends telling their friends.
First you need to work out what your primary goal will be. Are you looking for people to attend an event, make some sort of contribution or even buy a product that you are selling? Once you have clearly established your goal you should make sure that all of your publicity will support it.
The next step is to properly research and identify the type of audience that you are looking to target. These will be the sort of people who are most likely to respond positively to the message you are looking promote as well as providing that invaluable word of mouth contribution. You should avoid the blanket reach as many people as you can method, which will just waste your time and water down your message.
In the digital age, a website is essential for promoting your event. If you are on a tight budget then you may be able to find a college or university student who may be able to design and maintain a suitable website at a low cost. Make sure that you keep the navigation clear and simple and try to get someone impartial from outside your organisation to provide constructive criticism.
Failing that, it can be a good idea to set up a blog as this is usually free or you may wish to set up a group on the ever popular Facebook.
A press release is always a good way to get news out. Capture the reader s attention with a snappy title and a compelling first paragraph. Try to avoid writing the press release as if it were an advertisment and ensure the five vital questions: who, what, when, where and why. After you have put that effort into writing up an engaging press release, it is hugely important that you don t forget to add your contact information and your website address!
Another essential tool for promoting your event is to prepare a media kit. This should include your press release, any organisational information as well as logos, print ready photographs and any relevant articles about your event or organisation. If you have testimonials of attendees from previous events then it is well worth including these as they are a different form of word of mouth. Finally, add a brief personal letter to the relevant media contact and do include your business card.
Ensure that your carefully prepared media kit is then distrbuted to the correct people. If your event is a local one, then try sending it out to your home town newspapers, magazines, news and radio programs. Make the effort to research which people are likely to report on your type of event or organisation. For a larger event then it is well worth enlisting the help of a professional PR agency or PR news wire.
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