Create a media release to promote your small event
To help deliver you event information, it is best to have a clear, concise media release that you can push out to your contacts and the media. This will help you to easily communicate all the key information about your event.
The release should include:
- Event Summary
- What the event is for/about;
- How to buy tickets/access the event; and
- Where people can find more information about the event – e.g. your website, a contact number.
- Spokespeople or people of interest
- Identify key talent who can talk to the event, this can include organisers, guest speakers/stallholders etc., local community members involved in the event, experts in the field of which you are promoting through the event.
- Include quotes (if relevant) from spokespeople about why the event is exciting or of interest, what people should look out for, why they are involved, etc. This can help give your event human interest.
Social media links including:
- Event hashtags;
- Instagram handle (account name);
- Facebook page;
- Twitter handle (account name); and
- Any other key channels/platforms you are using for your event.
Media are looking for strong visuals which help to convey messaging and also catch the eye of their audience. Without good imagery, it is difficult to achieve press for your event.
At minimum your imagery should be:
- High resolution – minimum 300 DPI, 1-2MB in size.
- Variety of bright, vibrant images which showcase hero elements.
- Ideally a selection of imagery (as opposed to just one) which can be used to showcase the event or experience on offer – you can work with a hero image, but sometimes media like to have different images from other outlets.
- Ideally images should be captured professionally or at the very least using a proper camera – smart phones are not generally sufficient for capturing the quality and style of imagery that media would look to include.
- Media can sometimes send their own photographers for event opportunities, however without imagery readily available you are reducing your chances for consideration by media as their budgets are usually minimal and their staff are busy.
- To help save yourself time, put your event imagery in high res format in a Dropbox link which you can provide to media to download easily. Attach smaller files of your images to your email pitch so they can get a quick look and feel, without filling up their inbox of creating slow download processes.
Create your own media list for your event. This will be the people who you send the information about your event to in a bid to gain coverage and promote your event. Each event is different, not all events will use the same list, so be mindful of this when looking at who you want to target.
Consider targets and timelines for your event. Each media type works to different timings, depending on their print guides:
- Long lead media (monthly printed magazines) work approximately 4 months out from the issue being printed;
- Short lead media and supplements (weekly magazines and newspaper lift outs) work approximate 8 weeks out from being printed; and
- Digital and online are consistently working across content, however it is best to target them approximately 4 weeks out from when your event is happening.
- Newspapers do work to shorter lead times, however with an event where everything is planned, it is better to give them as much notice as possible. Many of the regular columns and what’s on features are determined weeks in advance (think short lead media timings) – but for stories in the main news section, these can still happen the week or two prior to your event.
- Different media have different audiences, consider who you think would find your event most appealing and what type of media they are consuming – this is where you want your message to go
- Also consider if you have good spokespeople for the event that generate human interest, where they might be relevant for interview. There are lots of smaller radio stations, including AM frequencies, looking for local content.
- Consider inviting media/bloggers to attend your event if it is relevant to them. If interested they will share their experience on social media, helping to increase your reach and event awareness through their audience.
“What’s on” media is another way to get your event out in the public eye – there is considerable digital and print opportunities for events to be promoted through
- There are what’s on listings in the newspapers and also titles such as the Leader papers, The Weekly Review, etc. These need to be pitched out 4 weeks prior.
- Online opportunities are wide and varying, some sites like Broadsheet, The Urban List, etc. you need to pitch your event to.
- There are a number of sites where you can also list your event yourself to help promote the activity. com.au allows businesses to list their event for free. Visit www.atdw.com.au
Read how to create an ATDW listing here.