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vents come and go, however the ones people consider memorable, were those that

vents come and go, however the ones people consider memorable, were those that were well planned and promoted. To make an event memorable, it must prove to be worthwhile. And, in order to achieve anything worthwhile, you need a clear vision of where you’re headed. Vision for building sustainable excitement about your event is accomplished only by a well-con- ceived publicity plan. If publicity is to be effective, it must be a continuous process – an ongoing program aimed at getting your event before the industry and keeping it there. Strategically planning a publicity campaign will magnify visibility and create intense interest for your event. By thinking ahead, you can use public relations to help fashion a strong image, building interest in your show as “the” event for the industry. Plan Ahead! The golden rule is to … “Plan Ahead!” By carefully planning out a timeline for marketing your event through your industry, you can avoid those last minute deci- sions so often made that result in lackluster attendance and partici- pation at your event. Proper timing of your event publicity gets your message out at the right time to build momentum and excitement E PUBLICITY S T R A T E G I C I N N O V A T I O N S ’ G U I D E T O I Plan Ahead! I Workout Publicity Timetables I Identify Key Media I Develop a Media List I Prepare Press Materials I Send Out Press Releases I Promote Event on the Web I Prepare an Onsite Press Center I Have a Great Show! Publicity Quick Hit List Successful Event leading up to and right through the show. The Publicity Timetable To help prepare your media release timetable you can gather press releases from prior years and put the headlines of the releases into categories. This will then allow you to create a schedule for timely releases of media information. If the event is brand new, you will have to create a timeline around the acquiring of new participants, exhibitors, and/or sponsors. Your planned schedule of newsworthy releases will build credibility for news value with the media who will then start to recognize your materi- als and look forward to seeing what you have to offer. Start your publicity campaign with press releases announcing the show dates and other general infor- mation. Early on, you can concen- trate your media releases on noted speakers. In the middle of your campaign focus on conference pro- gramming and on industry or asso- ciation meetings and special events that will be held in conjunction with your event. Closer to the event, zero in on your exhibitors or sponsors and their new products and services. All of your news releases should be targeted to the specialized reader interests and edi- torial range of each publication. I Outline of a Media Plan Pre-Event Publicity • Identify Key Media • Build and Update Media List Database • Create Timeline of Press Releases • Develop Publicity Materials • Creation and Distribution of Press Releases Event Site Media Relations • Establish Press Room • Gathering Exhibitors/Co-Sponsors Press Materials • Assisting Exhibitors and Press During the Show The Publicity Planner Objectives, Messages, Audiences The Publicity Planner Publicity deserves a plan – a diagram of where you’re going and a schedule showing when you will arrive. The publicity plan is a defined communications strategy for promoting your event. It lets you plot reach- able event marketing objectives in sending the right messages to your intended audiences. For an event, the publicity plan is segmented into two phases; of media activities before the event and those during the event. I Generating Pre-Event Publicity The first step is to identify the key media people you wish to send news and information publicizing your event. Develop your target media list to include not only the first tier of publications covering your show’s industry, but also publications serv- ing emerging fields and categories new to your show floor. Contact the managing editors of publications one by one to find out the names of the editors and writers who cover specific areas rela- tive to your event. Be sure to constantly review and update your media database by cap- turing new names and correcting outdated names, phone numbers and/or addresses. Enhancing your database is a continual process, but is necessary to ensure your message is read by the right individuals. I T y p e s o f P u b l i c i t y M a t e r i a l s News/Press Releases Feature Stories • Profiles (of event, sponsors, exhibitors) • Trend stories (connected to event) Fact Sheets/Background Materials • Key Show Info (at-a-glance) • Event History • Questions and Answers • Location Info Brochures/Schedules • Show Brochure • Schedule of Activities • Program Guide Press Registration Form Press Mini-Guide of Event (things-to-see, location of press room, etc.) Photos and Graphics (previous event photos, logos, illustrations, etc.) Any combination of these materials can make a very effective Event Media Package for the press. Format for Press Releases 1. “FOR IMMEDIATE RELEASE” 2. Who to contact for more information. Include address and phone number. 3. Catchy Title 4. Location & Date 5. Introduction paragraph covering the 5 Ws; who, what, when, why and how 6. Additional paragraphs including detailed infor- mation about why this event is newsworthy. 7. Further contact information. 8. Put “###” at the end. he purpose of sending press releases is to gain free positive publicity for you and your organi- zation. Basically, the press release is a newsworthy statement prepared for distribution to the media that the press can access as an easy-to- digest summary of your intended message. The key here is that you must have a “newsworthy” story to tell. Press or media releases are inserted or rewritten into publications as editorial coverage, with a hidden value somewhere between two and a half to three times that of paid advertising as readers consider these words as gospel. Writing an Effective Press Release Remember, a successful press release is always newsworthy and should include the 5 W’s; who, what, where, when, and why. A press release by Mail or Fax is gen- erally 1-2 double-spaced typewrit- ten or word-processed pages while one sent by e-mail is usually 2-3 short paragraphs. Always indicate the name and phone number of the appropriate public relations contact at the top of your press release, in case editors want additional information or S u c c e s s f u l E v e n t P u b l i c i t y S t r a t e g i c I n n o v a t i o n s The Press Release Preparing Publicty Materials would like to verify facts. Put the press release on company letterhead; or identify the company’s address, phone and fax in the upper left- hand corner of the first page. This way, editors will always know which company issued the press release. Put the most important infor- mation in the headline or at the very front of the release to increase your chances of catching an editor’s attention by a quick glance. State the 5 W’s up-front in the first two paragraphs. Editors shouldn’t have to search through the entire press release for the major points. Double-check that every fact is accurate and all the text inside is spelled correctly. Your facts and information hopefully will appear in print, so it is imperative that this material be airtight, to avoid any embarrassment. Avoid lingo and cliches. Editors shouldn’t have to decipher press releases or dig through “cutesy” phrases. Make your release news. If possible, try to find an interesting angle to entice press to read on, or work to make your release timely. Place a page number and slug- line (i.e., “Page – Association XX Release”) at the beginning of the second page, in case the pages of the press release become separated. The most important point to remember is “be concise!” With a quick glance, editors decide whether your material is hot news, interest- ing information or trash. Writing concisely and placing important, newsworthy information up-front is essential to keeping your releases out of the garbage can. I T tart contacting the media or sending press releases several weeks prior to the event. By starting weeks out and spacing your releases through- out a few weeks, you will have a better chance of getting cov- erage for your event. Pay special atten- tion to the way you deliver information to the media. Each member of the media has a preferred method to receive infor- mation, whether it is by mail, fax, e- mail or telephone. Knowing this preference will give you a better S u c c e s s f u l E v e n t P u b l i c i t y S t r a t e g i uploads/Ingenierie_Lourd/ event-publicity-guide.pdf