Media Coverage for Your Event

Written by Amy Brierly, ExtraMile PR

Here’s a question we often hear … What’s the best way to get media coverage to promote our event?  Whatever the event you’re planning, take these steps to simplify the process, focus your efforts and use what limited time you have to get the word out about your upcoming event.

• Identify your audience.  Who are you targeting?  Who needs to know this is happening?  Choose your target media outlets and plan your strategy accordingly.
• Build a timeline.  Nothing fancy – just a roughed out and realistic plan for whom to contact and when.  If your event occurs next month, chances are you’ve already missed the deadline for monthly magazines like Chicago.  Focus your efforts instead on daily, weekly and online media outlets.
• Write up your event information in a conversational tone and in a way that makes it easy for reporters, calendar editors and bloggers to use what you’ve written.  As a would-be attendee, tell me WHY I need to be there.  Will I learn something?  Is this a good networking opportunity?  Are you offering a fun day out for my family?  Does my participation help a cause I care about?  Remember to cover the five basic Ws: who, what, when, where and why.   
  
• Do your research.  Try going online to sites like Metromix.com.  Media outlets have recently made it increasingly easier to submit info or tips via email or websites.  Pay close attention to the ways the media outlets you’re targeting are linking to social media as well.  The oldest media outlets in town are using Facebook and Twitter to communicate with their audiences.

No matter if you’ve worked with media in the past, keep this in mind:  the people who decide if your information will receive media coverage are a lot like you.  Chances are they’re open to new information, but they’re busy people.  Be respectful of their time and try to understand why your event might make sense for their audience.  A little homework will go a long way toward your success.