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5 Publicity Options to Consider

Dear Michael Duya ,

For small-staff or volunteer-driven organizations with limited resources, hiring a PR firm or marketing consultant to help with event promotion is out of the question. But if you have ample lead time, effective planning, creativity and of course, willing publicity volunteers or staff, you can promote your event with little or no cost.

Publicity Options

The nature of your event, its scope (e.g., local, regional or national) and size, as well as your target audience, are all factors that will impact your publicity plan. However, here are some general ideas for publicizing your event in order to raise awareness, get media coverage and promote event attendance.
Once you’ve reviewed the five publicity options we outline and you determine which combination might best fit your needs, you can create a publicity plan for your event that maps out your chosen publicity tools, material requirements and timelines.
Media releases can be used to gain pre-event publicity in order to drive ticket sales and also encourage the media to attend the event. If possible, you should have a 3-pronged media approach that includes:
  • Event Press Release: the purpose of this piece is to get the media interested in your event so they will promote it. This means you need to get all of your event’s details across in an interesting and powerful way. 
  • Media Advisory: this is like an invitation to the media to attend your event.  It should contain the usual who, what, when, where and why, as well as additional details that are only relevant to the media (e.g. availability of speakers for interviews; venue details; set-up, etc.).
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UYG: Up Your Game                

Advice for the publicist
You will increase the chances of attracting media attention to an event – before and after – if you remember the following:
  1. Create a theme that will tie all elements of your publicity together.
  2. Distinguish between pre- and post-publicity. And send the right material to the right side of media (news, opinion/commentary, community service, or entertainment).
  3. Select media that reach your target audience(s).
  4. Be creative. And remember those news values. Use them to create angles for news.
  5. Pitch the visual aspects of your event. And think sound for radio.
  6. If the event is fun, you can have fun – even be a little silly. But never offend anyone (unless that is your strategy) and never cause harm.
  7. Be aware of and adhere to media deadlines.
  8. Use the right publicity tool/technique to package your information and get it to the right news gatherer/gatekeeper.
  9. Humanize. People are more attractive than bricks and mortar or statistics.
  10. Assist reporters by finding interview subjects and newsworthy images. Set up a clearly marked media table and staff it. Make sure those at the table know who your spokespeople are so they can guide the media to them. If you are running a huge event, you may want to set aside a room to use as a media centre.
+254-20-221 00 57/35
Efficaxx Support Consultants (Africa) Ltd
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