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One of the most powerful ways to promote your event can also
be the least expensive. Public relations can improve your
market impact and attendance.
First of all, it's important to understand PR's function.
It is used to manage a "crisis" or leverage something
"new." This article addresses the latter. The term
itself is misleading because the process involves mostly media
relations. PR is not free advertising, nor should it replace
advertising. It is "earned media." To be effective,
it requires planning, targeting, preparation and follow-up.
Planning
As with all marketing initiatives, planning helps you avoid
miscues and improve results. First, determine if PR makes
good sense for your event or meeting. Do you have a compelling
story to tell? If it's not "newsworthy" it won't
get covered. Sometimes an event or publicity stunt can attract
press; however, this can also be risky. Remember the "WKRP
(sitcom)" Thanksgiving promotion? As people were being
pelted with live turkeys dropped from a helicopter, the dumbfounded
radio rep looked in the camera and shrieked, "God as
my witness, I thought turkeys could fly."
Remember, any media significant enough to help you can also
hurt you. Think about what you're doing and why before you
start pushing for press. Also, make sure your PR tactics align
well to your overall marketing strategy.
Targeting
If your event, entertainer or meeting topic is of public interest
- to which public? PR, like advertising, needs to be well
targeted. Which media outlets or trade publications reach
the audience that would be most interested in your press?
And, who at those outlets is the right person to contact?
Call the assignment desk (electronic media) or managing editor
(print media) to find out if your event spawns any interest,
and if so, who to contact. How and when do they want it (format
and delivery)?
Preparation
Any media worthy of your attention is inundated with press
releases; most of which aren't given any consideration - so
you better stand out. Think creatively about what would separate
you from the stack. You also want to make it easy for the
reporter to cover your story.
Provide a well-branded and organized press kit. Include a
short introduction letter; a press release covering the "5
W's" of who, what, where, when and why - two double-spaced
pages max; a background sheet; bios; photos (or video); and
testimonials. Don't overload the kit - limit it to the most
newsworthy content. Also, your contact person needs to be
accessible, articulate and informed.
Follow-up
Once you've delivered your press kit (this could be where
the creativity comes in), contact the reporter to make sure
they received it and ask if they'd like more information or
an interview. If they seem uninterested, find out why…pick
their brain.
Positive PR can have a lasting impact for you and your company.
You can use press (reprints or recording) in your presentations
or at the point-of-sale to extend its shelf life. If you determine
your event is newsworthy, target the right press and desk,
make it easy for the reporter to cover and follow through,
your PR probably won't be a turkey.
See Tips on How to Write a
Press Release
See Rachel Williams,
this month's featured Artist.
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, a leading national entertainment agency providing
headline talent and production services for large venues,
corporations and associations. In addition, Sonder sits on
the faculty of The George Washington University, Stratford
University, Northern Virginia Community College and The University
of the West Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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