48 Chapter 2 Event Promotion, Advertising, and Public Relations
Figure 2-5
Public relations requires careful analysis of the project’s
purposes, audience, benefits, and the media available to deliver
the appropriate message.1.Always Ask!Do I need media? If so, why? Media coverage is a
means,not an end. Stay focused on your overall goal.
2.Define Your Goals.Whatspecificallyare you trying to achieve?
3.Target Your Audience.Are you trying to attract students?
Lawyers? Bricklayers? Men? Women? Cat owners?
4.Select Your Media.Focus on the media that will best reach your
defined target market.
5.Define Your Message.Stay focused on message throughout the
campaign. Be crisp, clear, and consistent.
6.Find Your News Angle.Look for the unique and unusual news
about your event. Look for the storythat will define your mes-
sage. Ask yourself two key questions: What’s the story here?
Andwhy do we care?Press Materials
There are a number of tools available for the public relations ef-
fort: Press releases, press kits, media alerts (“requests for cover-
age”), organizational and event “fact sheets,” specialty advertising
items, flyers (also called “single sheets”), photos, and brochures.Press Releases Every press release should be designed ac-
cording to the following format and with all the information out-
lined and in this order:
■Organizational letterhead or news release form.
■Name, address, phone number, fax number, and e-mail
address.
■Flush left:A date for release to the public, or
■The boldfaced phrase “FOR IMMEDIATE RELEASE.”
■Flush right:(For More Information: name of contact person
and phone number).
■Short headlinein bold capital letters.
■Leadingthe first paragraph, begin with release date and lo-
cation (city) of release. The first paragraph should clearly de-