Craven Events

Headlines - these have to catch the editor's eye

Examples of good headlines

First paragraphs have to be clear, informative and concise. Use different hooks, especially if you are writing a number of press releases.

Facts and figures paragraphs: 1 in 5 people would like to buy their food from a local producer. New research shows that...

Problem paragraphs: The problem of entertaining your children through the summer holidays has now been solved...

Imagine paragraphs: Imagine being transported back in time to Settle in 1944. With the help of xxx and xxx you can do just that...

The rest of the release should be no mare than 250 words 4/5 paragraphs.

Include personal and relevant quotes from organisers, local residents and dignitaries.

Additional notes for the editor, with more details about the organisation and the event and how to obtain additional information should be printed at the end.

Contact details - this is essential but it is amazing how often it is forgotten.

Start to collate details of local media and add to it every time you see you or come across a new website or publication that looks useful.

Call the journalist and talk through the release - they may ask for it to be emailed.

Call them the next day to see if they have received it and ask if they need any photos or additional information.

Build a relationship with the journalist, invite them to a preview or press call for a specific activity, get them on your side and then they will start to contact you.

It is as important to remember that you need to target your press release.

Ideas for press releases/media liaison

• Results of a survey
• Box office success
• Winning an award
• Appointment of new staff
• Receiving funding awards
• Launch of new additions to the event
• Anniversary of the event
• Seasonal/cultural themes
• Competitions

Always evaluate the effectiveness of your campaign so that you can see what works and what doesn't. This way you will avoid continually spending money on elements that have not been effective, possibly diverting more time/ funds to other areas.

Some simple ways of monitoring

• Use your box office to find out more about what people are booking.
• Ask how people heard about the event and where they saw it advertised
• Find out where your leaflets are being picked up by people and check all outlets
• Try to build up your database by including a mailing list form in the leaflet. Include a question on the form asking where the leaflet was picked up
• Check the box office regularly - if there is a sudden increase in sales, does this correspond to something you have recently done in your marketing campaign?