Promotional Dos & Don’ts

Every event you’ve ever attended, you have heard about from some place or another like the radio, the newspaper, or maybe even a flyer. And what’s it called when an event planner let’s everyone know about an event?

That’s right, kiddos. Promotion!

Whether your event is large or small, I’m here to offer the basic dos and don’t to handling its promotion.

Advertising:
Do– Stay consistent. Don’t let potential attendees miss out because they didn’t hear about it. Find multiples advertising mediums and avenues including social networks, community calendars, and radio promos to let the public know.
Don’t– Spam. If you post about your event on your Facebook page three times a day, people will become so sick of hearing about it that they may resent your spam and then not attend. Remind your potential attendees when the event is approaching but never annoy them.

Invites:
Do– Send an invite or promotional flyer to a specific group of your target demographic.

Don’t– Be vague or bland. Salutations such as ‘Dear supporter’, ‘Dear business owner’, and ‘To whom it may concern’ are not appropriate when sending invites. Think about how special you would feel if you received a basic invitation not addressed to you. Do they event want you there?

Press Releases:
Do– Take advantage of them! Even if only one or two local newspapers or news programs share a story on your event, that’s promotion. Why would you turn down free promotion?? So take the time to write a story that sounds interesting to you with a catchy title. It takes less work to edit a story than write one from scratch so it’s more likely that it’ll get published.
Don’t– Pull media. Put the bare minimum of general details in your press releases if you must, but if details are still being decided upon, do not include them. You can add information to your promotional efforts but you should never take away information. You never know who has already seen your posters.

As usual, good luck!

Why No One Responds to Your E-mails

Let’s face it. No one responds to your e-mails.

If you have any marketing or sales experience, you know this for a fact. But in the public relations field, e-mail is one of the fastest ways to communicate a message, make an impression, or promote an event or organization. So what are we doing wrong?

First: If you haven’t already, you need to create an e-mail signature. Go into the basic settings of your email account and there should be an html box that will allow you to insert a signature. If you can’t find this setting, try searching the word “signature” in the help section. Once you find it, do not just type in your name. You should include all necessary information about your company and position, education if necessary, and contact information. For example:

Michelle Malinger
Delmarva Public Radio
Membership Assistant

Salisbury University 2013
Communication Arts Major 

410-555-5555
mmalinger1@gulls.salisbury.edu
LinkedIn: www.linkedin.com/in/mmalinger

This establishes you as a professional and gives information to those you may want to contact you in the future.

Next: Throw your mind back to primary school. When you wrote your first Valentine, what did it say?

Dear Ryan,
I like those new shoelaces your mom got you. Be my boyfriend.
Love,
Michelle

You had a salutation and a closing. Don’t be afraid to write them again! A “Greetings” or “Good morning” shows your personality and a “Sincerely” or “Regards” politely brings your e-mail to a close. These simple steps make you sound a thousand times more professional and are actually aesthetically pleasing when you look at your finished product.

Also: Don’t neglect your subject line! How often have you trashed an e-mail before even opening it? All the time, right? The key to a successful e-mail is making the recipient want to open it. Make them curious. Show them how they will benefit from your connection. For example, if you’re inviting them to a fundraising event for Salisbury University’s soccer team, tell them “Your classmates need your help.” Or something that will invoke a sense of obligation to their school community.

Finally: Make it short and sweet. In a fast paced world, we scan articles and e-mails when we actually care what they are saying, not to mention something we may disregard as unimportant to us. The recipient will ask “what’s in it for me” (WIIFM?) and you should answer immediately. Even if it’s an emotional benefit or recognition from peers. Be honest and to the point. Tell the necessary dates if it is an event and provide contact information even it is provided in your signature.

If you can successfully master the art of e-mailing, your response rates will improve greatly and fewer e-mails will need to be sent. Work smarter, not harder! Good luck!