Promoting your events

You have decided to hold an event within your local community and you've organised the details of your event. Now you need to let people know about it!

Here are some things you can do:

• Organise flyers and posters four to six weeks prior to your activity or event. Distribute your flyers and posters to local schools, libraries, shopping centres, churches and neighbourhood centres.
• Ask your local schools and other community groups to promote your event in their newsletters to parents.
• Send a community announcement to your local radio station four weeks prior to your event. Some local newspapers also run community announcements for free. The announcement should be approximately 100 words long and include details of your event such as time, date, venue and cost.
• Send a media alert to your local newspaper, radio and television station one week prior to your event.
• Phone your local newspaper, radio and television station and remind them of your event a few days prior to your event.
• On the day of your event, send your local newspaper, radio and television station a media release. Follow up with a phone call during the day.

Dealing with the media

News media get approaches from hundreds of people every day, wanting their story told.

Having one or more of the following elements will give you a much better chance of gaining media coverage:

• it's current, happening now (don't wait until after the event to tell your local media)
• someone well-known in your community is involved
• it's happening locally
• something new or different is being announced
• there's activity, people are doing something
• it appeals to a wide number of people
• it is rare or out-of-the-ordinary.

The media spokesperson

Appoint a spokesperson from within your organisation to talk to the media. Find someone who will:

• be able to clearly and confidently express your message
• be available to answer media inquiries.

Your media spokesperson needs to know:

• key messages
• useful statistics and facts to back up your main message
• how to deliver the message clearly and succinctly (short clear answers particularly for radio and television).

Timing

The time of your event may determine media coverage. So consider the following when you choose the time for your event:

• you're not likely to attract a television news crew or a newspaper photographer from late afternoon unless what's happening is exceptional
• if you are relying on weekly or bi-weekly newspapers for coverage, check their deadlines and alter your release of information to fit their needs
• know what competing events are happening in your community that may detract from you getting publicity.

Letting the media know

• Prepare a media alert. This is like an invitation for the media to attend. It provides an outline of what will happen, when, where and why.
• Send it to the newsroom a week before (earlier if you are dealing with weekly news outlets).
• Phone the day before as a reminder (just like any invitation don't be disappointed if not all media can attend).
• Prepare a media release and send it to the media on the morning of your event.