Promoting Special Events in Media

So you want to promote a Christian Women's Fellowship or some other church event in your community? But being part of a volunteer organization - the church - you don't have paid staff or a budget for publicity.

No matter. You may already have the most important ingredient for successfully promoting your congregation's activities. What is it? Some "good news" about what your church or auxiliary is doing.

Now that you have a message, what you need next is a medium or means of conveying it. A simple one-page "news release" or article will usually accomplish your goal.

Your article or "release" should provide complete information, yet be concise. Don't forget to add the name and phone number of a contact person should readers want more information. A Communication Ministries brochure, "Telling Your Story with News Releases," can help you develop this important tool.

A good news release answers questions

WHO is the featured participant? Who does it involve?
WHAT kind of event is taking place?
WHEN or what date and time does the activity begin?
WHERE and at what address will it occur?
WHY are you having the event or what is its purpose?
HOW is the event being planned? What is the agent?

Two important outlets or avenues for your release are the print and broadcast media.

Print media includes daily newspapers and weekly neighborhood papers or special "zoned" editions for suburban residents. Broadcast media involves both radio and television.

One option for local newspaper publicity is having your release run in the event section of your religion page. If your activity features a celebrity or some other noteworthy person or focus, a local reporter may be assigned to write an advance article. Again, your release will provide some important background material.

A second option is to purchase space for a display advertisement. While most papers don't charge to print announcements or news releases, there is some expense involved in advertising.

You can expect to pay a set fee based on the size of your ad in column inches. There are separate fees for typesetting the text and inserting any photographs. If any of your members have publication layout and design skills you can save money by developing your own "camera-ready" ad.

Speaking of photos, be sure to include a sharp black-and-white or color glossy print of the main speaker or presenter whenever possible. One picture is still worth a thousand words.

Don't forget to attach your name and address to the back of the print if you need it returned.

The same news release can help you get publicity from radio and television as well.

Your channel for locally produced programming will often run announcements on the time and temperature screen. The major network stations often make "billboard" or "community calendar" announcements of local events.

The same strategy goes for local radio stations. Your release may be read with those highlighting other area activities or during locally-produced or religious programs.

For unique activities involving national figures you may have the opportunity to make your own announcement. A benefit of the talk show phenomenon is that local hosts will sometimes invite area persons to talk about their activities.

Timeliness is everything when working with news media persons. Find out what the broadcasting or publishing deadlines are and respect them. One week's lead time for radio and television, and two weeks for newspapers is usually sufficient.

Make sure the source of the information is clearly identified. Someone needs to be responsible to answer reporter or reader questions about your event.

Make an effort to know the name and its correct spelling of your local news director, assignment editor or religion writer. Address all correspondence directly to that individual.

Occasionally your church or auxiliary will sponsor an activity that captures the interest of local media. If a reporter is assigned to "cover" the event, try to be as helpful as possible. Prompt service and accurate information will reap future dividends.