Raising money for hurricane evacuees or tsunami victims is praiseworthy enough in itself. But event organizers, and the businesses and individuals who support them, can get even better results by working with the media to get widespread publicity for their efforts. Former TV anchor and radio talk show host George McKenzie explains how.
You've heard the saying a gazillion times:
"Charity begins at home."
But in this age of mass media, charity that begins athome can also proceed straight to your bottom line--bygenerating publicity for your web site or your business.
And best of all, the mass media--especially the newsmedia--are ready, willing, and more than able topartner with you and give you plenty of free publicity.
Charity events and stories about community involvementresult in publicity from the the media for a couple ofreasons.
1. People in the media are sensitive to criticism that "Youonly want to show bad news," and will make every effort toshow uplifting, positive stories whenever possible.
2. It's in the media's best interest to build goodwill bytaking part in community events and giving publicity tothem.
3. In the case of radio and TV stations, they MUST showthat they're serving the community. Otherwise, theirFCC license would be in jeopardy.
4. For the most part (there are exceptions), media peoplegood-hearted people who WANT to help others and are happy togive an event publicity--if it's a worthwhile event.
So, when you want to generate media publicity that resultsin new traffic or more traffic to your business or web site,consider hosting a fundraiser for a charity or communityorganization. Let the media know you're involved through apress release. It's often a good idea to ask a high profileperson from the media to be your honorary chairperson.
Also, if possible, offer the media a story aboutsomeone who has benefited from the charity. If you can"humanize" the work the charity is doing, "put a humanface on it" so to speak, your chances of gettingcoverage (that is, publicity), will skyrocket.
And don't forget to look for opportunities to get mediapublicity prior to your event, especially on radio talkshows.
Fundraisers and events that benefit the communityamount to a win-win-win situation. Obviously, thecharity gets money and attention to their cause, themedia get points for its community spirit, and you getpublicity that would have cost you thousands of dollars ifyou had to pay for it.
Early in my radio career, one of my friends used tosign off his show every day by telling his listeners this:
"Remember, do good and you'll always do well."
It's true in life. It's especially true when you wantto get free publicity in the media.
To see an expanded, more detailed edition of thisarticle, including tips on how to get media publicty for acharity fundraiser of community event, seehttp://www.publicity-pro.com/charityevents.htm
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