So, you’re all set for your organization’s upcoming big annual event: all invites have been sent out, tickets have been sold out, sponsors have booked their spots, the venue is being preened up fast for the big day, but as you go over your to do list you find one of the biggest items still remaining to be checked off : THE MEDIA. Wait…your social media campaigns are going on in full swing, right? Well, not quite right. No matter how powerful the all pervading social media becomes, you still do need representatives from the traditional media,especially the ones that matter, to show up at your big event. If you’re a big corporate house, you do need media reps from eminent industry news magazines to show up; if you’re a local non profit you would still require someone from your local newspaper to stop by. Why not rope in some radio stations and TV channels too if possible? And it’s not that difficult; all you need is a compelling Event Media Advisory to convince key people from the media to show up at your event. Here’s what you can do.
1. Stick to the 5 Ws
Media loves the 5 Ws; after all they were a gift from journalists to the rest of the world. Spell out clearly the Who, What, Why, When, & Where in your advisory. Do some research to come up with persuasive facts and numbers that make your Why look especially convincing and compelling, for example, if you’re a local non profit organizing an event the proceeds of which will go to fight hunger in your community, throw in some current local hunger statistics that will explain why you’re hosting this event and why people need to participate in this event.
2. Add a Short Bio of your organization
Just 4-5 lines; not more and this can go in at the bottom of your advisory, but make sure you mention this no matter how well known your organization is.
3. Spell out the Contact Info loud and clear
One of my professors in Business School used to say whenever you need to tell something really important to someone, tell them in the beginning, in the middle, and again in the end. Contact info of the person in charge of media relations should be spelt out clearly at least in the beginning and in the end of your advisory so that all queries can be addressed to the right place. Your media guests wouldn’t have to beat around the bush that way if they’re in need of some event related info.
4. Remember to attach the Event Flyer and Business Cards
Put a kit together with the event flyer and relevant business cards to be added to the media advisory. If you’ve important guest judges, emcees, and other famous personalities scheduled to show up, mention their names in the flyer. Package it well and make the package look attractive.
5. Follow Up
Once the event is over, remember to send out the event photos and a copy of your press release with a Thank You note to all media persons who attended. Keep the conversation going; you’re going to need them again soon.