From the beginning ...
1. Define marketing and publicity objectives.
2. Analyze potential markets/audiences. e.g. Ask
yourself, who stands to gain from access to the
A unique marketing and publicity service event and why this is important?
promotion 3. Why is your project/business/event
important? What are some creative ways that you
could interest media and others in your activity?
• strategic planning
• write media releases 4. List target audiences/markets and where to
• write biographies find them. Remember that they are intelligent,
• email media releases feeling people.
• web site presence
• fax media releases 5. Review your project/business objectives or
program content, participants, format, music, art
• report writing
work with a publicist and/or marketing consultant.
• research A consultant can help maximize PR and marketing
• media follow-up opportunities in an imaginative promotional
campaign. Be clear from the beginning with your
consultation PR consultant how much you have allocated for
publicity and marketing fees and expenses.
• new media
• music industry 6. Update all mailing, fax and email lists.
• film and video industry 7. Identify key tasks and establish realistic
• niche marketing deadlines
• project development
• interview techniques 8. Establish a detailed time/task schedule with a
• proposal writing minimum of 6 weeks promotion time, plus 2 weeks
Your Guide to effective for planning and strategy and 2 weeks for
marketing and publicity
postmortem.
FREE ½ hour consultation
email. admin@griots.net Visual Presentations
ph. +44 (0)7961 589 616
fax. +44 (0)7050 695 366 A few ideas for creative • Flyer and Poster design and printing
This is a very important and effective way, to
promotion towards promote. Flyers and posters must be
media and target markets completed at least 4 weeks before the event or
project. This will allow for appropriate time
http://griots.net
for proper distribution in the 3 weeks before
the event or project.
• Web presence on the Internet weeks or months before, depending on the accommodating but advance requests allow
Digital marketing can enhance local and type of project, size of projected time to learn their protocol (some media
international presence with ease of access to market/audience, and scope of media charge for copies).
project/organization/business/event coverage anticipated. *ALL MEDIA*
information via computer networks and Web Advertising Strategy
sites. Your Web site and email address could Press Releases, PSAS, & Programs • Plan your advertising strategy well in
be included in all promotional materials. This • Fax and email to print and electronic advance. If you must spend money on
is an opportunity to learn about the various media. If budget allows, mail to them. advertising, select media for advertising well
ways that new media technology and Internet in advance and review your choices at least
culture can work in your favor, depending on • An initial press release should be sent once before your final decision.
your target market or audience. ASAP once event details are confirmed. Press
releases must be easy to understand, • Place ads in media and newsletters fitting
Media Strategy and Communication answering the questions who, what, why, your budget, adding to the reach that is
• Secure media presenter(s) for print and where, when, and how. Updates can be sent to already being generated by 'free' publicity.
electronic media, if possible. This will media with new developments. A polite, Contact the various media to have them send
increase possibilities for ‘free' advertising. In friendly follow-up phone call ensures the you a copy of their rate information by mail or
exchange the media organization asks for logo information was received. Using discretion, fax.
and name on all promotional materials. This is phone calls provide an opportunity to pitch a
an especially good possibility for non-profit story idea, secure an interview or some other • Direct mail through piggybacking on other
and community-building 'goodwill' efforts. type of coverage. mailings with various supportive
organizations, or through special mailings
• Determine approach that will work best. i.e. • Public Service Announcements (PSA) can coordinated by your organization; a good way
press conference, press releases, media be sent to media to announce the event and to increase access to new and existing
invitations, creative story ideas, etc. volunteer needs. audiences. If you are planning a non- profit
activity other organizations may help promote
• Make contact with as many specialist, • Press kits your event in exchange for recognition in
community & mainstream print and These will include a press release; back- flyers and other promotional materials.
electronic media as possible, including ground info about the event or project; any
assignment editors, show producers, and attractive flyers, posters, booklets, etc.; and • If the event is ticketed, selling tickets from
individual journalists (including hosts). Be biographies about the organizers and other your office is another good way to promote
polite and cordial. participants. your organization or project. Other tickets can
be sold at community venues, through
• Print media should be approached first • Event program guide individuals, and larger ticket outlets,
especially daily papers, community papers, This should be completed at least I week depending on the type of promotional activity
and magazines. Print is very effective and before the event. The program can add to a that is planned.
potentially worth thousands of dollars in press kit and then needs to be completed by
advertising. the time the press kits are ready to go out 3 email: admin@griots.net
weeks before the event ph. +44 (0)7961 589 616
• Electronic media fax. +44 (0)7050 695 366
1. Radio will often do interviews from two • Media follow-up and reporting
weeks before the event at least. Keep clippings where possible from print
media and obtain copies of the radio and TV http://griots.net
2. TV tends to do interviews and other coverage. Let the media contact know in
coverage the week before or the week of advance that you would like a copy of any
the event. Advance contact is important in coverage once they have agreed to do an
establishing good communication several interview or to write a story. Many are