I rarely do an event that doesn't have some sort of radio or television component as part of the communication strategy.
First, it increases your organization's profile. Second, having a radio or TV station logo on event collateral material is a great way to attract attention from additional sponsors and participants because it gives the signal that your event has some serious promotions behind it.
There are a number of things you can do to get free media to promote events - besides sending out news releases and hoping that the reporters cover it.
First, ask a local television personality to be your emcee. This practically guarantees that your event will make it on the evening news - if nothing else - the day of your event. Call the station a minimum of three to six months before your event and ask to be transferred to that personality directly. Leave that person a message with the basics - who, what, when, where, and why. If the event fits into that person's schedule, they probably will be your emcee.
Second, figure out what radio station's audience most closely aligns with the audience you expect to participate in your event. Make a call to the station a minimum of three to six months before the event and ask to speak to someone in promotions. Tell them about your event and ask them if they'd like to partner with you. You'll put their logo on your collateral, let them have a DJ speak on stage at the event, and give them space for a tent or a vehicle at the event to give out prizes.
If possible, tell the radio station's promotions person they can also get some of the station's business clients involved, put their logos on your materials, and give them spaces at your event. This will heighten their interest.
In return, they just need to give you spots in their inventory to promote your event. For most events, 20 to 40 spots on a radio station will do wonders for the profile of your event, in conjunction with the other suggestions in this blog.
Don't expect a live remote - that's difficult in the new economy with shrinking audiences and shrinking ad revenues. Besides, you need the promotional spots in advance of the event more than you need a live remote.
For larger events or events that attract more impressions, seek a radio partner that can give you 100 spots or more. They also will gladly post your event on their website.
The biggest mistake I see is organizations asking radio or television partners to get involved with their events three to six weeks beforehand, when it almost always is too late for them to get involved.
By following these rules, I have generated hundreds of thousands of dollars in free radio and television spots to promote event that I have worked on. You can do it too.
