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[1]

Press Releases

[2]

Press Conferences

[3]

Press Briefings

[4]

Press Tours

Case study

[5]

Interviews

[6]

Pitch letters

[7]

Media Events

[8]

Other tools

Tools 

Your regular meetings and special events are ideal opportunities to bring in new members as well as attract local media coverage. Thorough planning and follow through are the keys to the success of these events. 

Special events can help get your name and your organization’s name in the news. Special events can include:

Special events require strong organization and planning skills with strict attention to detail. You must make your media events attractive to the media. Four elements can increase the possibility of coverage of your event: interesting people, interesting places, interesting subjects, and good timing.

How to organize a media event:

People
The main ingredient in a successful meeting is a good speaker. Try to select guest speakers who are known to make interesting and engaging presentations. Build relationships with those people, involve them in your issue and don’t hesitate to ask them to stand with you. The other type of person who is a magnet for the media is one who can provide the human-interest story. Be sure the person is likable or appealing figure who can present himself or herself well. Consider celebrity guests or public figures. They attract attention on their own but make sure they repeat your message and know the details of your project.

Place
Whenever possible hold your event somewhere that will reflect your message. If, for example, you are addressing a lack of affordable housing, then go to empty public housing. Try to find a place where members of the press don’t usually go, but be sure it is not so far that they cannot find it. Provide transportation if your budget allows.

When planning a press event always keep in mind what visual images you are making available to the media. Consider where your “photo opportunities” will be and what they will show. Make sure the pictures or footage you think they will be able to get in the place you have chosen are going to be dynamic, unobstructed, and connected to your message.

Subject
Media events should be something out of the ordinary, events that do not happen every day. They should either be something new, such as a project launch or opening or entertaining such as a celebration or benefit event. Be as creative as possible in planning the event so as to make it unique and intriguing.

Timing
Timing for a media event is critical to maximizing its potential. In Macedonia, if you want your event to make the evening news or the morning headline, the best times for an event are Tuesday through Thursday from 10 a.m. until 12 noon. Morning hours will guarantee that deadlines are met and will allow for further development of the story. However, if your event is a large social occasion such as an awards ceremony or a benefit concert, you will have to plan it for evening hours. Try to make sure that the evening you have chosen does not overlap with other large events already planned and generally avoid Monday nights. For such evening events you are more likely to get coverage in culture and entertainment programs or in the features sections of newspapers and magazines. This is an excellent way to diversify the type of coverage your organization gets.

Preparation

Setting up the event:

There should be a core group of people who work with your organization’s media coordinator on setting up the event. This group will have to decide on the nature of the event and the location, secure the participation of any celebrities or other special guests, formalize the program, assist organization representatives or guests in writing their speeches, and prepare audiovisual presentations, if appropriate. Ask yourself:   What should the event be? Why should the media come? Who will attend? Who will speak? Who from the media should be invited? When should you invite speakers, media or other hosts? What you can do to promote it? What you can do to assure good media coverage? At the same time, someone from your organization will have to take care of the logistical arrangements. This means producing directional or promotional signs, arranging security and police authorizations if necessary, procuring refreshments or catering if required, and make any necessary travel and lodging reservations, etc.

Getting the media there:

1. A press release announcing the event and inviting the media should be sent out 5-7 business days before the event so that the media will begin to announce it and include it in local events lists or cultural calendars. If the event is not in a well-known location, include travel directions. 2. A day or two before the event send a “media alert” to the editors/reporters who received the initial press release. The media alert is an abbreviated form of the press release described earlier that serves as a reminder on an upcoming event and can have the following format: Headline, purpose, speakers or program, where, when, photo/interview opportunities. 3. The day before the event, call the media to see who is planning to attend. For television media, let them know what visuals you can offer (e.g. celebrity interview, noted guests arriving). 4. If an interview with one of the speakers/guest is requested, set it up in advance and make sure it happens. (Notify the person to be interviewed to confirm availability and the topic to be discussed). 5. If a particular reporter or editor is unable to attend, offer to send a post-publicity press release. 6. Set up a “press table” and have all media sign an attendance sheet. This will help you develop contacts and track potential publicity. 7. A media kit should be available at the event and mailed to the media who did not attend. The kit should include the following items: a copy of the press release, a fact sheet on the history of the event or a backgrounder on you or your organization; photographs and biographies of the speakers, copies of speeches, comments and possibly small souvenir with your logo. (See Media Kit Checklist)

After:

When your event is over, compile the press sign-in sheets and guest attendance book. Also, review with your colleagues what worked well and what did not and keep this in an “after action” report for reference when planning future events. Send thank-you notes to the speakers and other hosts. If it was a benefit also send thank-you notes to the attendees. You should also send notes to the reporters who gave you good coverage. Post-event contact will help strengthen your media relations and give you another chance to make a pitch.