Sometimes it takes something big, entertaining and public to generate media interest. There are definitely occasions where a publicity event is the best way to launch a product or business, publicize an event or kick off some public “buzz” to fueled a marketing or publicity campaign. Here are some suggestions for staging a publicity or public relations event…
The great thing about staging a publicity event is that creativity really is paramount. The goal should be to come up with something original, energizing and related enough to the product or project you are promoting that the general public will be stimulated to find out more. What you do will depend in part on the mission of your business or organization and the type of publicity you’re trying to attract. Brainstorm ideas first–all the crazy, out there, silly ideas you can generate–and then look them over to see which ones are actually appropriate for your situation. Not every idea will be a good “match” with every organization and marketing campaign.
Next (or possibly first) you really need to have a good handle on what you’re trying to accomplish. Are you trying to raise awareness? Sell tickets? Launch a new product? Increase foot traffic in a store or retail space? Launch a campaign? Whatever the goal and purpose of your event, it needs to fit into your overall marketing plan and everyone involved needs to have a solid sense of what you’re trying to accomplish. This way, you are sending a consistent message to the public and you’ll have a clear “call to action” to share with the public who are drawn to your staged event.
So, what might actually constitute a publicity event? How about a fashion show to show off some new clothing lines or kick off a seasonal sale? A dance performance on top of a city building or parking garage to generate ticket sales for a major performance can also be a great publicity-generating event. As mentioned earlier, creativity is good!
In addition to a great idea that fits your project or product, you’ll want to make sure you get the word out about your staged publicity event. You can send out press releases to the media, or you might consider sending special invitations to individuals you want to make sure are in attendance (this could be press representatives, well-connected individuals in your market or community, or even customers or clients you want in attendance). Make sure you publicize your publicity event or the lack of people will cause it to flop. The idea of staging an event is to drum up interest and generate buzz for your project or product. You’ll want to do whatever you can to get the most out of your great staged event!