 |
No matter what kind of event you're throwing, you want to get as many folks as possible to attend. Over the years, the Press Release has turned into the main tool for getting public awareness. Since media is scrubbed and filtered, your challenge is to get past the filter. If you send your notice to appropriate outlets, and your press release is in the proper form, you will eventually be rewarded for your efforts.
Since press releases are a multi-function tool, meaning they are used to announce all sorts of things besides events, you need to be aware that dozens or maybe even thousands are arriving on the same desk you just sent yours to. The temptation is to make yours stand out - use bright colors, or include photos. Perhaps over-sized paper would get yours read? Nope. For better or worse, the best bet is to stick precisely to the format. Anything that sticks out will usually get cut off.
Before you write your press release, think about these questions:
* Where am I sending this? If you have an event that can be cross-marketed to both adults, and kids for example, you will want to word your press releases differently for each outlet.
* If they only read the first line...? The headline should really be a miniture press release. Get everything you can into the headline and the first line of the document.
* Have you triple checked all the contact points, prices, dates, and locations? Once that information is out there, you can't take it back. This can turn what should have been great publicity into massive negetive impressions.
How to fully utilize the press release:
* It doesn't hurt to send a couple of copies on different days. Most folks don't mind seeing something twice, and depending on the size of the outlet, the reader will be a different person. However, don't send too many, they will never look at anything you send in the future.
* Keep your press release template ready to fill in. Timing can mean everything. Chances are at the same time you are trying to get your press releases sent out, the reason for sending them out is happening at the same time. Anything you can do to save time, the better.
* Build a press release mailing list and keep it up to date. This will probably consist of fax numbers, email addresses, and even physical addresses (you might consider dropping these off in person, rather than waiting for the postal service).
* Places and times to send your press release:
newspapers 2 weeks and 1 week prior
television 2 weeks, 1 week, and 1 or 2 day prior
radio 2 weeks, 1 week, and 1 or 2 day prior
magazines 2 months
|
|
