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promoting your event

POSTERS

Ideally posters for your event will be on display 4-6 weeks prior to your event. Allow at least 2 weeks for printing, If displaying your poster in shop windows, a regular A4 sheet is the preferred size for most shop owners, A3 is just too big. A4 is also more cost effective!

LEAFLETS

Leaflets can be left in libraries, and other relevant locations. A promotional bookmark is another good tool for libraries. Maybe you could share costs with another event. For a price, PR Direct will also distribute brochures to your choice of locations. Allow a similar timeframe as per posters.

NEWSLETTERS

Newsletters put out by schools, sporting clubs, and art clubs are a great opportunity for free promotion to a large number of people. Most newsletters are monthly, contact your local clubs to ask for deadlines.

COMMUNITY NEWSPAPERS

Provide a photograph and a one page article, (see media release template below) Maybe include some fliers and a free ticket to ensure coverage on the day. Build relationships with your local media and remember to say thankyou. Talk to your local paper about the possibility of a sponsorship deal for your event. This could mean plenty of good press coverage for little or no cost. Keep a scrap book of advertising; it will be a great asset when seeking future funding. Time frame; 3 weeks should be sufficient. Don't forget the free newspapers: Have A Go, The Standard, Nova, Seniors Post.

RADIO

Radio West & Hot FM broadcast community announcements and require at least 2 weeks notice. Tourist Radio will also cover events and request a 2 week lead in time.

TELEVISION

GWN, WIN and ABC often don't have staff available to cover events on weekends, however Win does have a community service announcements. Access 31 is Perth based, but useful for tapping into the metropolitan market.

FREE WEB SITES

There are a number or very good websites which will promote your event. Sites include; The WA Tourism Commission, My South West, ABC South West & South West Development Commission. Smart Events membership provides you with a full list of media contact details. Smart Events membership is available by completing our registration form.

The above was taken from the Smart Events workshop held June 2004.

Thankyou to Terry Cockerham from the Yarloop Progress Group for sharing his knowledge.

GUIDELINES FOR WRITING A MEDIA RELEASE

  • Media releases should be typed and double spaced. Leave wide margins and try and keep the information to one page.
  • At the top of the page, (under the letterhead showing the name and address of your organisation) type MEDIA RELEASE.
  • To the left of the page, type FOR IMMEDIATE RELEASE and then opposite that type in the date.
  • The headline should be in bold. Think of a catchy title that descirbes your event.
  • The lead paragraph should be no more than 25 words and should summarise the event and draw attention to anything newsworthy, such as community involvement, who is opening the event. You might also include the official opening information and the time, place and date.
  • Sentences should be clear and concise, make every word count. Keep to one idea per paragraph.
  • Paragraphs 2 and 3, expand on the lead.
  • In the conclusion give full details of the event, the address, time, cost of entry etc.
  • Always include a contact person and telephone number so that the journalist may obtain further information if required.
  • In conclusion write the word ENDS, centred and in bold.

ANATOMY OF A MEDIA RELEASE

Date  
Heading  
Sub-Heading (further points of interest)
Paragraph 1 Summarises the story
5 W's: Who, What, Where, When, Why
Paragraph 2 Key messages
Attract attention
Body Body of Release
Background info
History of project
Keep planting story Ideas and angles
End Release Sign Off
Booking and venue details
Repeat dates
Media contact details

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