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7 Tips For More Successful
Event Publicity
- Designate one person to be responsible for consistent
publicity efforts. This person needs to be able to develop ongoing relationships for most
effective publicity. Shooting out press releases the week before an event and hoping for
the best publicity you can get is largely a wasted effort.
- This person should become familiar with the appropriate
contacts at the various newspapers, magazines, stations, etc. Publicity efforts should be
directed toward a person, not a department or a company.
- When using direct mail, use short, concise press
releases that are well-edited and easy-to-understand. If you wrote the press release, ask
someone else to edit it. Do not mail large packets of information unless specifically
requested. (All of the useless information will get tossed immediately.)
- Avoid "puff pieces" and flowery adjectives in
your news releases. These are a turn-off, and make it less likely that your valid
information will be used.
- Always provide a name, phone number, and/or e-mail
address on press releases which reporters or editors can use to obtain further
information.
- Make sure your information is newsworthy. Don’t
repeat last month’s or last year’s news. Don’t send out releases concerning
irrelevant trivia.
- If you are called for further information, or
approached by a reporter in any way, concentrate on imparting truthful, valuable
information. Don’t overly glorify your company or your product. Above all, don’t
lie or exaggerate. Truth has a funny way of making itself known.
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