Plan, Promote, and Perform Publicity Campaigns

Good planning is indispensable to a successful publicity campaign. Whether you are a part of the planning group or handling the entire event, the key is dividing the function into smaller objectives and goals.

Getting publicity for an event requires persistence and follow-up. A good working relationship with your local media is ideal. However, you can build new relationships to get media attention for your event.

Plan

• Create a master event calendar for the year.
• Create a publicity plan for each event that meets the needs of your units.
• Identify a spokesperson for the event. Is there a local celebrity willing to support the function?
• Will a local newspaper or TV or radio station cosponsor the event?
• Can you tie your event to similar events planned in your community?
• Does your event coordinate with a monthly theme? For example, April is National Child Abuse Prevention Month and BSA Youth Prevention Month.
• Is the event's location in a well-traveled area or does it provide great exposure?
• Taking photos? Download the BSA talent release form from ScoutNET. Under the BSA Info section, click on "Marketing & Communications Division," select "Council Positive Publicity," and scroll to the bottom of the page.
• Reporters generally have a beat or area of focus. Contact local news media to learn who covers a beat that relates to your event and send your press release to that individual.
• Many large cities have local editions of newspapers and may send a reporter out to cover a local event. Ask if a reporter is assigned to your community.

Promote

• Prepare your press release to be sent via mail, fax, and e-mail.
• Give the news media the cell phone numbers of your spokesperson and other key contacts so reporters may speak with them before and during the event.
• Consider faxing a news alert to local media within two days of the event. A sample alert is available on ScoutNET in the same place as the talent release form.
• Television is visual. Identify two or three areas that are most visually appealing and will tell the story of Scouting.
• Have realistic objectives. These types of events are "soft news" or human interest stories. If a big story is happening at the same time, even your best efforts may not produce the results you want.
• Greet reporters. Establish in advance who will do this. Have potential stories ready to pitch to the reporter.

Perform

• Develop two or three strong talking points for the spokesperson to use to help the reporter and audience understand the importance of what you are doing.
• If your project is a community service, remember to report it on the Good Turn for America Web site (www.goodturnforamerica.org).
• Have refreshments available to the media during the event.
• If it is a large event with significant community appeal, consider having a press briefing or conference at the site.
• If you invite a camera crew, be sure to provide an agenda with speaker times, suggestions for parking the equipment van, lighting and sound equipment available at the location, and other relevant details.
• After the event, meet with the group's organizers and planners. Evaluate the campaign and, if it is an annual event, encourage feedback on improvements for next year.

Relationships you cultivate now may flourish later, even if your efforts this time don't result in a story.

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.