Think about all the angles you can exploit for publicity. Try to look at your nonprofit event from the point of view of every section of a newspaper or newscast. Modify your basic news release to suit the content of appropriate newspaper and magazine section editors, producers of radio feature shows, and TV newsrooms. Follow up your e-mailed release with a phone call. A few possibilities include:

  • Entertainment section coverage of performers. You may be able to arrange interviews between your special guests and local entertainment reporters.

  • Business section coverage of your event chair or honoree. Many papers run a column highlighting the activities of local business and corporate leaders.

  • Feature stories about the community improvements that your agency has helped to bring about or human interest stories about individuals who have benefited from its services.

  • Food section coverage of your picnic lunch or the gourmet food trucks serving guests at your outdoor benefit concert.

  • Health advice connected to your event. If your organization is sponsoring a 10K run, what’s the current advice about dietary preparation for long-distance running? If local celebrities or unusual teams (for example, six cousins, or all the elementary school’s teachers) have signed up, a local paper or news station might interview them in advance.

  • Society page coverage of your honorees, event committee members, or other guests at your event.

  • Radio broadcast of your honoree or guest speaker’s speech.

  • Fashion page or television coverage of attire worn to your gala.