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Using the media
If you can get the media on side for your event, it will go a long way to promoting it. An article about your event in a newspaper, magazine or TV program (online or offline) can attract a much wider audience than an advertisement in the same medium, and it's free!
Step 1: List media outlets
Brainstorm and list all the available media that you could approach, including newspapers, radio stations, television stations, magazines and industry newsletters.
Step 2: Choose publications
Not every publication or media outlet in the world will be interested in your event. Think about the type of people who would find your event interesting, then look for the newspapers, magazines, TV shows and websites they might read, watch or browse.
Step 3: Write a media release
The media release should contain all the details in the first two sentences. After that, you can add more details. If there is someone affiliated with your event who is senior or well known, ask them for a ‘quotable quote’ about your event, and include it in your media release.
Step 4: Link to background information
If there is a lot of background information about your event, past events, your company or your cause, post it on your website and link to it, or create a separate document called ‘Background’. Don’t put background information in the actual media release.
Step 5: Be available for comment
Your contact details should be made clear on the media release. Give as many details as you can: phone numbers, mobile numbers and email addresses. But be sure you are actually contactable! If a journalist calls for you or sends you an email and you don’t reply, they probably won’t bother to call again.
Resources
- Download BESydney’s How to write a media release guide. This guide provides a step-by-step guide on what to put in a media release to give your event the best chance of being picked up by a journalist and published
