Generating Media Coverage
Know Your Message
Make sure that the message you want to communicate about your event is clear and simple. Knowing what message you want to deliver will help you develop your event and target your promotion to the right audience.
The objectives of NWW are:
- To increase awareness and knowledge of water and waste water in the Australian community
- To promote school and community involvement in water education
- To increase awareness of water industry careers
Key messages of NWW for 2009:
- Water supplies are limited
- Our water comes from a number of different sources
- We all share water
- We're all responsible for our water future!
How To Get The Message Across
Letting people know about your event is the only way to attract an audience. The NWW website provides you with the first step - register your event on the NWW website now!
One of the easiest ways to promote your event is to use your existing networks. Contact your local media outlets (newspapers, radio etc) and let them know what event your are organising, when and where, and how your local community can take part.
Attracting Media To Your Event
If your aim is to attract media to your event, you will need to make your event stand out from the crowd. It is important to have key contacts and information ready to provide so that it is easy for media to get the information they need, and follow-up any further information they may require.
Tips to help you attract media to your event:
- Make sure that your event is newsworthy. What angle can you put on your event to make it competitive against other news stories of the moment?
- Appoint a communications officer whose role it is to send out information and answer queries.
- Nominate a spokesperson for the event who can easily and effectively communicate with media representatives.
- Compile a list of media contacts that are relevant for your event.
- Produce a media kit that can be sent out (including media release, contact person, event details, photos etc).
- Organise media briefings in the lead-up to the event
- Follow up the distribution of your media kits
Suggested Media Timelines
| Timeframe | Action |
|---|---|
| 8 weeks before | Secure sponsorship if relevant |
| 6 weeks before | Design promotional brochure, adverts etc |
| 4 weeks before | Circulate promotional material Compile a list of media contacts |
| 3 weeks before | Write up media release |
| 2 weeks before | Send out media release Organise photo opportunity if required Send out invitations to key media etc |
| 1 week before | Contact media to follow up distribution of media kit |
| On the day | Keep media informed of any change in plans Make sure your spokesperson is available to talk to media personnel Take your own photos of the event (use photos permission forms) Ask participants, presenters and organisers to evaluate the event |
| After the event | Thank any media who covered the storyWrite up any follow-up promotion if applicable |
Media Press Release Template
Download a Media Press Release Template to assist you in promoting you your event as part of National Water Week. Email or fax it to your local TV, radio and print media. Don't forget to call (and call again!) to make sure you local media support your event.
