Insider Tips on Promoting an Event in Local Media

Producers of small events can promote their own events, in local media, without hiring and outside firm. There are some tried and true methods that you can employ to make your next even a financial success, even if your advertising budget is zero.

Insider Tip on Promoting an Event in Local Media: 1. Start Early

The earlier you start promoting an event, the more chance you have of generating press. Editors like to know about events in advance, so they plan their editorial calendars. By starting early, you also allow time to create a relationship with the local media, which is essential for any event producer or event promoter.

Insider Tip on Promoting an Event in Local Media: 2. Write a Press Release

Your number one tool to promoting an event is to write a standard press release. If you don't know how, there are books at the library on how to write one, as well as web sites.

The key to writing a press release is to get the editor interested in the event. By piquing the editor's interest, they will be more likely to assign the story to a writer.

The other advantage of a well-written press release is that some publications will print it verbatim in their publications, or simply edit the press release for space.

Insider Tip on Promoting an Event in Local Media: 3. Include Photographs

No matter what the event is, in order to garner the most publicity from local print publications, you need to submit a high-quality, clear, black and white photograph. The photograph should be of a person involved in the event. Newspapers have staff photographers, but will not send them out to do pre-event publicity shots.

Newspaper editors love photographs, as do readers.

Insider Tip on Promoting an Event in Local Media: 4. Make a Media List

Using local phone books, knowledge of publications in the area, a visit to a row of newspaper boxes, and the Internet, compile a list of publications and radio stations in your area. On the list include the name, address, phone number and email address of each publication or radio station.

Insider Tip on Promoting an Event in Local Media: 5. Make Contact

The first way to make contact with the local media is to mail the press release. Do not call the next day to see if they got the press release. Allow five business days to pass, to ensure the press release has made its way through the mail, and onto the desk of the right editor.

Call the publication after five business day and request to speak to the appropriate editor (news, arts and entertainment, business or sports). When you call the editor, be sure you have something to offer them. They have already read the press release, and call and ask if they have any questions or if there is someone involved in the event that they'd like to interview.

The editor may not be interested at that time. Try again as the event approaches. The key is to be persistent, enthusiastic and friendly without being pushy.

By following these basic tips, anyone can get promotional coverage of an event in their local newspaper, without having to buy advertising.