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Post Event Publicity
 Don't
neglect this opportunity for publicity.
People like to know how an event went,
and how much was raised. If you want to
increase your chances of press coverage
after the event then why not take a
photo at the event itself.
It is so much more interesting to see a
picture of 3 people sitting in a bath
full of custard for Children In Need,
rather than handing over a cheque
several weeks later when they've
collected all the sponsorship money in.
If you have a digital camera you can
e-mail the photo to the newspaper.
(See the Tools section for addresses).
Publicity Stunts
Sometimes organising a publicity event or
stunt can be useful in promoting your organisation or a
forthcoming event or attraction. University and college
students are often very good at coming up with stunts to
advertise their “Rag Weeks”, such as kidnapping the
Principal of the college (with his/her permission,
obviously!!)
If organising a stunt, ensure that the reporters you invite
to cover the story understand what is to happen and have a
press release ready for them which describes why the stunt
is taking place and the reasons behind it, i.e. as a prelude
to a bigger event or activity or series of activities.
Obviously one hopes that the stunt goes according to plan.
Even if it does not, the resulting coverage could be to your
advantage, as the following case study demonstrates:
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Case Study 4 - Stuck up a Tree!
An Arts Centre
was putting on a production of
Winnie the Pooh in a wooded area
of its parkland. In order to
promote the show they organised
a stunt two weeks before the
show opened whereby the actress
playing the title role would get
stuck up a tree and be rescued
by the local fire brigade.
Everything was set – the fire
brigade were there and had
deposited Pooh safely up the
tree with a big jar of honey,
the local reporters and
photographers had arrived, when
suddenly a call came through
about a large fire a couple of
miles away. Obviously the fire
crews had to respond immediately
and left promising to return to
rescue Pooh as soon as they
could. The poor actress was left
up in the tree for over an hour.
In the next day’s paper a photo
of Pooh stuck up the tree made
the front page and over the
following three days over 800
tickets were sold at the Box
Office, probably far more than
would have been sold if the
stunt had gone according to
plan! |
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