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1. Give one person the responsibility. Designate one person to be responsible for consistent publicity efforts. This person needs to be able to develop ongoing relationships for most effective publicity. Shooting out press releases the week before an event and hoping for the best publicity you can get is largely a wasted effort. If your company lacks the resources for a full time PR person go to your best “networker”. They’ll usually have connections that help.
     
2. Know and meet the media. This person should become familiar with the appropriate contacts at the various newspapers, magazines, stations, etc. Publicity efforts should be directed toward a person, not a department or a company. Do this before you have to ask for a “favor” in the form of publicity. Don’t forget online media. There’s probably a blog or newsletter that’s more than willing to promote your event. You can do much more targeted marketing online.
     
3. Write well.  When using direct mail, use short, concise press releases that are well-edited and easy-to-understand. If you wrote the press release, ask someone else to edit it. Do not mail large packets of information unless specifically requested. (All of the useless information will get tossed immediately.)
     
4. Avoid “puffery”.  "Puff pieces" and flowery adjectives in your news releases don’t help the cause. These are a turn-off, and make it less likely that your valid information will be used.
     
5. Provide contact information.  Always provide a name, phone number, and/or e-mail address on press releases which reporters or editors can use to obtain further information.
     
6. Provide a press release that is real news.  Make sure your information is newsworthy. Don’t repeat last month’s or last year’s news. Don’t send out releases concerning irrelevant trivia.
     
7. Avoid fabrication and exaggeration.  If you are called for further information, or approached by a reporter in any way, concentrate on imparting truthful, valuable information. Don’t overly glorify your company or your product. Above all, don’t lie or exaggerate. Truth has a funny way of making itself known.

   Return to our Corporate Event Party Planning Guide