Events Offer Three Bites at the Publicity Apple

Stories that are event-based–with a specific time and a specific place–offer three bites at the publicity apple.

If you’re settling for anything less, then you need to work on growing your PR appetite. Not to get too technical, but I like to refer to these bites (or “phases”) as:

1. Before. 2. During. 3. After.

Before: This is a preview that promotes the event, to encourage attendance by media and/or interested individuals. It also lays the groundwork for a follow-up.

Here is an example from this week’s media outreach by Inside Edge PR, on behalf of DivorceIllinois and its Feb. 4 meeting in Oak Brook.

During: This is when you can secure coverage of the event itself, via the presence of one or more media representatives. Serving as an “In-House Journalist,” Inside Edge PR often plays the role of pool reporter for those media outelts unable, or uninterested, in attending.

After: This is typically a news release, often accompanied by video and photographs, that highlights significant developments at the event. It represents an opportunity to break new ground, so should go beyond a re-hash of the preview with a mere revision of verb tenses.

All along the way, too, you should be buzzing things up on social media, through communication portals such as YouTube and Facebook.

Inside Edge PR’s website has a bevy of other resources to help you secure media coverage, including “To Get the PR You Want, Focus First on The Media’s Need.’

The Web: A Key, Free Promotional Platform

“What do you get when you mix an acupuncturist, a chiropractor and a massage therapist?

On Tuesday, Oct. 13, it will be a holistic workshop called “The Secret to Symptom-Free Menopause.” Three holistic healthcare professionals will teach how women can slow the aging process as they reduce—and in some cases, prevent—menopausal symptoms.”

That’s how I start a news release issued today on behalf of Alejandro Fernandez, Dr. Linda Knowski and Michelle Donat, all fellow members of the OPRF Partners chapter of Business Network International, a highly successful business leads group I’ve belonged to for three years.

In addition to crafting the release, I created a blog, with an easy-to-remember name, where people can learn more about the workshop. The site is called, built on the WordPress platform, and includes the release (which I’m also sending to area media outlets), biographies and website links of the three practitioners, and directions to the workshop venue.

The site, which is free, can be used for future collaborative efforts that the three develop.

The project represents my emphasis on establishing a foundation that can serve short- and long-term marketing and communications needs. If you are interested in learning more about the workshop, click on the poster image above, visit the workshop website or call 708-366-8002.

Related Posts:
Calendar Listings Are Good, But Only Skim the Surface of Event-Based PR Potential
Mancini’s Sets Stage for 11-11-11 Event