Public Relations: How to Clinch a Media Sponsorship for Your Fund-Raiser or Special Event

The media co-sponsor these events for many reasons. Yet competition is fierce in the event-planning world for media sponsors. Some TV community affairs directors routinely get several dozen requests a week for sponsorships. That’s why your pitch must stand out in the crowd.

First, however, you need to understand why the media are eager to team up with community groups like yours and co-sponsor events:

• It makes the media outlet look good in the community
• It can sometimes mean additional publicity, even by competing media
• It’s an inexpensive way for the media outlet to spread the word about its good deeds.
• It gives the media a chance to sell more newspapers at an event.
• Having its name associated with successful community events enhances the media’s credibility.
• Sometimes media celebrities such as news anchors are asked to serve as emcees, thus elevating their profile in the community. 
• It’s the right thing to do.

Now, here are the main reasons why you should go after a media sponsorship for your special event:

• It will save you thousands of dollars in advertising costs because newspapers magazines, and TV and radio stations typically donate free ads.
• A media sponsor will give your event more credibility.
• The media sponsor might give you more publicity than it would have otherwise, particularly if it’s a TV station. This is not necessarily true with print media, however. 

Want to know more?

Download Special Report #36 “How to Clinch a Media Sponsorship for Your Fund Raiser or Special Event”

In this report you will learn:

- How to get thousands of dollars of free ads

- Why planning is critical before seeking a sponsorship

- Who to contact and how to approach them

- What they will expect from you

- Tips for getting them to commit again next year

 

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Public Relations: How to Create Media Publicity

at Trade Shows and Conferences

Too many businesses exhibiting at trade shows wait patiently until they spot a reporter coming down the aisle. Then, if the reporter stops at their booth, the person inside the booth moves in with the same tired sales pitch used on everybody else who walks by. Unfortunately, by the time the show begins, it may already be too late to capture the media’s attention. That’s because the smart companies work weeks and sometimes even months ahead, establishing strong media relationships that can pay off big long before the show is under way.

What to Do Beforehand

• Before you do anything, read the show manual. Everything you need to know about the show should be there, including information on the schedule, registration, service forms, floor plans, exhibit specs, etc. You might find something that scuttles your plans.
• If you’re exhibiting at your industry’s trade show, you first need to find out which media are covering it. The best place to learn that is from the show’s PR staff. Ask them if they can turn over to you names of print, broadcast and online media who they are targeting. It’s important you know that, so you aren’t pitching identical story ideas.
• If you find the PR staff is pitching an idea that is a good fit with the product or service your company offers, ask if they could include your company’s name as an example in their pitch.
• Prepare a compelling news release. Explain the most interesting thing your company will have on display. Perhaps it’s an interactive exhibit. Or the unveiling of a new product. Or the person who came up with the idea for a new software package your company is offering. Be sure the release mentions awards, favorable results from independent tests on the product, or anything else that will catch the media’s interest. The release also should include the name and telephone number of the key contact, and the price of the product and where people can buy it.
• Target publications that would be interested in the show. An engineering magazine, for example, would be a prime target for a large engineering show. Call the publication and ask for a copy of their editorial calendar, which lists all special sections and topics in the coming year. You might not be able to tell from the calendar whether or not the trade show or convention gets its own stand-alone publication, a section within the magazine, a single story beforehand, or one story after the show. If you’re not sure, call the publication and ask. Editorial calendars, by the way, are free from the publication’s advertising department.

Want to know more?

Download Special Report #24 “How to Create Media Publicity at Trade Shows and Conferences” for only $10.00.

In this report, you will learn:

Order #14324

Price: $10.00

Use the toolbar below to download this product and start reading right away!

Don’t want to order online? Click here for our easy fax or mail order form

Great Savings!  Get all 47 reports for $397, a $73 savings!

Public Relations, PR Home | Press Releases | Television | Radio | Print Media

| Public Relations Blog | General Media | Special Events | Internet Marketing

Business Promotion | Niche Topics | Internet | Publicity | Media Kits | Pitching Stories |

Authors & Speakers | Latest Issue of Great PR | Privacy Policy | Links | Terms of Use