| Anyone planning a community event should consider | | | | event in-house and handle all the details internally, a |
| using a public relations agency to help promote the | | | | good PR agency will be able to help you strategize |
| event. By nature, a community event is a public event, | | | | every aspect of your event to maximize promotion |
| and in the interest of maximizing attendance and | | | | not only of the event itself, but also of your |
| participation, public relations tactics must be employed. | | | | organization. A public relations agency will help you |
| Of course you can perform the PR functions and | | | | strategize an appropriate mix of promotional activities, |
| promote the event yourself, but the best results are | | | | including but not limited to:o Sponsorshipso Program |
| achieved when hiring the pros. | | | | launcheso Analyst tourso Media tourso Press |
| Below is an outline of some key benefits to hiring a | | | | conferences |
| public relations agency to promote your community | | | | A good PR agency will gravitate toward promoting |
| event. | | | | your organization (in addition to the event) just |
| Contacts | | | | because it is in their nature. |
| One of the best ways to get the word out about | | | | Most public relations agencies have event planning |
| your upcoming community event is through the press | | | | and event marketing capabilities. If you are operating |
| and media. A public relations agency will have | | | | on a large scale and expect mass media coverage, |
| established relationships with key reporters on not only | | | | you will be well served to have an experienced |
| a local level but nationally as well. | | | | agency ensuring everything runs smoothly at the event |
| Utilizing their contacts to promote (companies, | | | | with regards to accommodating the press. If you are |
| brands, events, etc.) is the lifeblood of PR professionals | | | | on a budget, however, you can likely choose the |
| and agencies. Because of this, they tend to be | | | | promotion services you need the most on an "a la |
| strategic, on the ball, and focused on the end result. | | | | carte" basis. |
| Using a public relations agency to promote your | | | | Message Makers |
| event will increase your likelihood of getting coverage | | | | Public relations agencies are typically comprised of |
| in local and/or national newspapers or on television or | | | | many different levels of corporate communications |
| radio news programs. | | | | professionals. For this reason, having a PR agency |
| Because information coming from known and | | | | promoting your community event can come in handy |
| trusted news sources is more credible than obviously | | | | when it comes to your event materials. Consider |
| paid advertising, members of your community are | | | | having the agency develop your marketing materials to |
| much more likely to take note of your event than if | | | | ensure that your message and tone are consistent |
| they were to find out about it through paid advertising. | | | | and appropriate for your target audience. If the PR |
| Event Planning | | | | agency is involved from the beginning of the planning |
| Ideally, you should sign on with a public relations | | | | process, they can be instrumental in developing |
| agency early in the event planning stages. Doing this | | | | invitations, flyers, posters and more. Keep in mind, |
| will ensure coverage by long-lead media and is a must | | | | creative resources of a public relations agency are |
| if your event is expected to have a very large turnout | | | | likely to be more extensive than your own. If you plan |
| or is held on a national or international basis. | | | | on hiring a PR agency to promote your community |
| Even if you plan to do all of the planning for the | | | | event, definitely leverage their creative strengths. |