You probably will not have an unlimited promotional budget that will allow you to buy a great deal of newspaper, radio, or television advertising. You will use social media (this also provides a great piece of sponsorship inventory!). Still, you may want to include traditional media in your mix. 

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Although those are great options, those with a limited budget often turn to publicity.

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Publicity, while free, is hard to get. Getting press coverage usually comes down to your ability to convince the media that your activity or event is worth covering. While there are many advantages to advertising, publicity is a "must have." 

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In addition to being free,  it is more credible than an ad. Why? Readers know that you pay for an ad, so you determine what it says.  An article or news story is something you can't control--so it's more believable.

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A well-written press release is critical to the success of your event. Pay close attention to the guidelines in this section, and be sure to deliver your press releases to the media with sufficient lead time.

Select a few different angles for your press releases. This will allow you to send out several releases and increase your chances of gaining coverage.

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For instance, here are several examples of "topics" for press releases related to your Tip Off:

• A general release announcing the event as well the date, tickets, and other basic information.

• A release announcing the unique entertainment (hopefully a professional group with credible references) that will be featured at your event. Include a photo if possible.

• A release that outlines the schedule of events for the evening, including the Fan Fun events.

• A release just before the event emphasizing the availability of tickets as well as the time, location, etc.

You want to keep the media informed and give them every possible opportunity to cover your event. One of your releases, which may not normally be considered, may arrive on a slow news day and find its way into the paper or on the air.