Effective Publicity

The goal of any organization programming an event should be the development of an informed and supportive audience. This can only come through quality programs that are well produced and well promoted. Good production demands paying extra attention to all the details, both technical and human. Effective promotion includes developing channels of communication with your audience, and using these channels properly. In order to build an audience, in the long run, credibility and consistency are crucial. An audience should never be mislead, neglected or insulted - you want them to be interested and impressed. Programs/events should not be promoted until they are confirmed. Publicity should be honest and informative, not hyped. If programs are presented that educate, enlighten and/or entertain, your audience will do a great deal of future promotion for you through word of mouth and repeat attendance.

Definitions

The terms "promotion", "publicity" and "advertising" are often used interchangeably, but in reality they have distinct differences.
Advertising

• Purchased media coverage of an event/program. Examples: newspaper ads, paid radio spots, etc.

Publicity

• Non-purchased media coverage of an event/program and informational materials distributed by the hosts. Examples: newspaper stories and pictures, public service announcements, mailings, posters, flyers, calendar listings, newsletters, etc.

Promotion

• An overall plan for communicating information about a program and generating audience interest. It may include advertising, publicity or other components. Examples: series packaging of events, free ticket contests, receptions, displays, word of mouth, etc.
  
  

Planning Your Campaign

A well-planned promotional campaign has several purposes. It should:
Inform the potential audience about the facts (who, what, where, when and how much)

• Sell the speaker, topic or theme
• Educate the audience
• Clarify any misunderstandings or misperceptions
• Expose the sponsoring organization's name and reputation
• Excite the skeptic or apathetic
• Involve those who are already supporters and, ultimately
• Increase attendance
• An organization can coordinate many ways to take care of promotion and publicity.
  

Committees can divide responsibilities among several members or a single individual may be assigned to handle all areas. Either way, it is necessary to build a central body of resources and information, and a system for training those who will be doing the promotion. Taking into consideration all the factors which might affect your promotional efforts, it becomes obvious that one simple plan is impossible. The organization should have a wide range of techniques available to be selected depending upon the situation. The promotional campaign should have at least as much thought and attention as the initial selection of the event/program. Hastily prepared, ill-timed promotion can be as ineffective as an event/program planned the same way. The most effective approach to promoting an event/program is through a variety of proven methods that cover all the basic communication channels and complement each other. The best publicity is that which is clean, readable, attractive and informative. A flyer or poster that is poorly designed or badly printed may hurt your attendance more than it helps. A news release that is inaccurate, incomplete or poorly written will result in it failing to be published.

A basic promotional plan should contain the following elements:
Identify your potential audience. Determine which promotional technique(s) and communication channels might have the most success in reaching this audience. Determine the time schedule in which you are working, the resources you have available, and necessary deadline for any promotional materials you are considering. Select the methods you will use. Prepare your materials for the initial campaign. Be sure everyone involved carries through with their responsibilities, and all deadlines are met. Have follow-up materials ready for a second wave of promotion. Keep a close watch as to whether interest in the event/program is developing, and whether tickets, if used, are selling. Prepare for a last minute publicity blitz if expectations are not being met. Try to ensure that adequate post-event/program coverage occurs. If your audience is disappointed that they missed a good event/program, they will be more likely to attend future ones. Evaluate your success, note any methods which didn't produce the expected results and keep records that can be used in planning future campaigns.

Basic Techniques

Newspaper Ads Newspaper ads can be one of the best ways of getting information to the greatest number of persons on a dependable, regular basis. They can be of considerable expense, but may be crucial if the event/program is depending upon income.

Tips

Submit typed copy to the display advertising office as soon as possible to ensure getting a good location in the paper. Deadlines are usually two to four days ahead of publication time. Some papers allow selection of space for a surcharge. Copy should include name of event/program, time, date, place, admission price, sponsoring organization, and other appropriate information. Other information accompanying the ad should include size of the ad, who to contact in case of a question, and the date(s) the ad is to run. Include any glossy photos or art work along with instructions on reducing/enlarging. Camera-ready art (that which needs no alteration) is best. The ad's price is computed on the basis of how many column inches it is. For example, if the advertising cost is $3 per column inch, an ad that is two columns wide by two inches high will cost $12. Anytime that you can submit an ad on a computer disk, the easier it is for the newspaper to print. Make sure you know what software and fonts the paper uses and that you use the same. Newspaper Stories

There are distinct advantages to building a close relationship with members of the campus newspaper and other campus publications. When submitting information for a possible story, as much information as possible should be included as well as any photographs or art work. A good press release can provide all this in a standard way.

Tips

The release should be typewritten and double spaced.

• Use 8 1/2 x 11" letterhead paper or press release sheet.
• Keep your copy clean - without typographical errors.
• Put contact person's name, organization name and subject heading (slug line) at top of page.
• Leave the upper 1/3 of the first page blank except for the slug line.
• Indent paragraphs.
• On the upper part of pages following page 1, repeat slug line and page number.
• Avoid splitting words at end of lines, breaking sentences from one page to the next and breaking paragraphs from one page to the next.
• Add the word "more" at the bottom of each page that continues to another page.
• At the end of the story, write an "end mark" - traditional marks are "30", "#" or "###".
• Edit and proof all copy before submitting it for publication. Be accurate.
• Posters and Flyers
  

Refer to the Publicity and Posting Policy for size, location and content guidelines and restrictions. Traffic patterns should be studied to determine main pedestrian flows and the best places for posting legally. An organized staffing system should be used for making sure every poster or flyer is displayed in regular, legitimate designated areas. Good posters are worthless if half of them sit on someone's desk.

Tips

Use bright, lighter colors with dark ink to be easier read at a distance.

• Try not to use lots of words - the reader usually takes a few seconds to read it.
• A good graphic or art image attracts attention. Think about a logo for your organization for instant recognition. BE CREATIVE!
• Be sensitive of sexist and racist language and stereotypes.
• Be ecologically aware of the amount of paper you use.
• Remember to take down all flyers, banners and posters as soon as possible after the event/ program. Weather and sprinkler systems can make a mess of things!

Summary The art of promoting event/programs on campus is constantly changing. Desktop publishing and computer art programs allow the production of quality (and, unfortunately, poor quality) publicity materials. Student organizations are using commercially-sponsored materials in increasing numbers. Organizations with the most effective promotion are those that work hard, try new ideas, learn from mistakes and build good communication with their audience.

To find out more about publicity and promotional techniques, check out the campus library. If your organization develops a good background in effective promoting and it approaches the task with enthusiasm and creativity, the results will be rewarding.

References

Bonifas, Barry. Promotion, Publicity and Advertising for Campus Activities, Student Activities Programming, August/September 1988.
Publicity And Posting Policy, Leadership Development Resource Library, Sac State Student Activities Office.
Local Resources
On-Campus:

• Campus Calendar (Student Activities Office)
• Marquees (lighted signboards) (SAO)
• Macintosh computer (SAO)
• State Hornet (UU 2nd Fl.)
• Sac State Bulletin (Sacramento Hall 203)
• A-Frames
• KSSU The Apex (campus radio) Off-Campus:
• Sacramento Bee (321-1234/966-5200)
• News & Review (800-655-8999)