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Regular media events should be a part of every business marketing plan. They are the best source of free publicity for you, your business or non-profit organization and can often lead to additional opportunities such as speaking engagements, presentations, etc. Here are several things to keep in mind when organizing your media event:

1. Develop a schedule leading up to and including the day of the event. This schedule should include press release distribution, follow up with media contacts, and should also detail who will be doing what in the days and weeks leading up to the event. Having a schedule and delegating specific duties to personnel within the organization will relieve some of the stress associated with organizing a media event.

2. Give the media a reason to attend. This is your hook. It could include a new product release, the launch of a new fundraising campaign or introduction of a new leader within the organization. Media outlets are often hungry for personal interest stories. If your hook can provide that, be sure to announce it prominently. Non-profit organizations should consider scheduling their media events around specific dates or anniversaries.

3. If at all possible, booking local celebrities or other known public figures can increase the chance of the media attending your event. It will also lend an air of authority to your announcement. This is especially true in the case of non-profit organizations who enlist the support of celebrity figures for their cause. This can also work for businesses seeking the support of celebrities for their products.

4. Send out an initial press release about a month in advance. Media outlets often schedule reporters to events a week or two in advance. Sending out an initial release gives assignment editors advance notice. Follow up this initial release with regular releases every week before the event. This will keep your event at the top of editor's desk.

5. In addition to a regular schedule of press releases, follow up personally with the appropriate editor and/or reporter at least two weeks prior to the event. Be sure that you know the editor or reporter by name, and that they cover the stories that fit into your event's category. Specific names and assignments can often be found on media websites. Follow up with that person once again a couple of days before the event, and ask if you can count on their attendance.

6. Have a schedule ready and available for the day of the event. Again, this will show the media outlets in attendance that you are prepared, and that you will project nothing but a professional image. Distribute the schedule to attending media personnel.

7. In addition to a schedule, distribute other materials to attending media. These materials should include, at the least, a list of frequently asked questions about your product, service or cause and contact information in case the reporters have additional questions after the event.

8. Finally, keep a list of media personnel in attendance, and follow up with them after the event to see if you can provide any additional information or answer any further questions they may have.

Organizing a media event can be stressful, but can also be extremely rewarding. Following the tips above will help reduce the stress and maximize your potential return on the event.

Learn more about this author, David Ware.
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