You know that that the press release for your upcoming event needs to be compelling, and you know you need a good photo to go with it, but you’re not so sure you’re up to the task. After all, this is your small nonprofit’s most important event of the year. In the bad economy, your future may rise or fall on its success. What’s a PR person to do?
Seek out the professionals.
If you’ve been responsible in your job over the recent months, if you’ve respected deadlines, if you’ve said “thank you” at appropriate times, if you’ve done you best at getting other press releases together well, perhaps you can approach the newspaper editor or radio news manager and get them to pull this one off for you.
We’ve agreed it’s a big event. That means there’s probably lots of community interest. And we hope it’s something exciting to write about and photograph.
First, let’s go back a few weeks. Timing is just as important in PR as it is in stand-up comedy. Last-minute requests are going to get laughed at or ignored. But as you’re planning the event, you know the details well in advance and several weeks before it’s going to happen you can go see the local journalism pro (or pros) and enlist their aid.
1) So the first step is timeliness. You’ve been doing this a while, or your predecessor left a notebook filled with all the pertinent information, so you’ll know what timely means to the paper or radio or TV station or whoever you’re dealing with.
2) Be prepared. Know what you want. Is it an on-air interview? Is it just a photo with caption? Is it an illustrated feature story? Know who’s available to be interviewed. And get their acquiescence as well. In advance of your meeting with the media. And make sure they’re prepared for being in the spotlight.
3) Be willing to accept something other than what you think is best. The newsman might have a better idea or he may have constraints you don’t know about. Sure, make the best pitch you can, but you may not get exactly what you want. The better you’ve greased the skids throughout your relationship, the “luckier” you will be.
4) Don’t stop here. Use other guerrilla marketing techniques as well. Send a series of emails to that huge list you’ve built up over the years. Send you members out to talk to other clubs and organizations around town. Record the radio interview and put it on your website. Copy the newspaper article, physically or electronically, and send it to everyone who cares about your group. Maybe it’s even time to spend a little money on advertising. Do everything you possibly can to make this event successful.
5) As I always suggest, say thanks to those who helped. Say it publicly and encourage others in your group to seek them out and say thanks as well. It’s never too early to prepare for next year’s event.
