Ten Effective Publicity Tactics

Listed below are some tried-and-tested techniques you can use to publicise your work. You should choose these according to your specific needs and constraints.

1. Media Relations
There are many ways you can directly communicate with journalists: news releases, press kits, news conferences, press tours, personal letters/emails or phone calls. The aim should be to get coverage over the TV, radio or press so make sure your spokesperson is willing and well briefed for interviews!

2. Special Events
Events increase the profile of your organisation and give you valuable personal contact with your audience: press briefings, debates, campaign launches, social events, concerts, exhibitions, speeches by VIPs.

3. Newsletters
These can be printed or distributed by email if they are short and concise. They can update and inform your contacts (members, volunteers, funders etc)), and they can publicise special actions or campaigns you are undertaking. The key is to deliver information of most interest and use to the particular audience it is designed for.

4. News Sheets and Action Alerts
One or two page sheets communicating urgent or new information. They should motivate the reader to take a specific action, such as write a letter to a public official, make a donation, or change a purchasing habit.

5. Letters to the Editor and Opinion Pieces
Promote your expertise by writing a letter to the editor or an opinion piece
to the editor piece responding to items in the news.

6. Speakers Bureau
Arrange to have individuals in your organisation who are experts on a
particular issue to speak at relevant local meetings or conferences to get across your perspectives and give your organisation a profile.

7. Sponsorships
If you don't want to organise a special event and have the resources, you can sponsor an event somebody else is organising, or a local sports team, band, or community
project. Make sure your sponsorship is acknowledged on adverts, banners,
leaflets, posters, and other promotional materials. Sponsorship does not have to be financial: it can be in-kind.

8. Leaflet
Produce a hard-hitting, concise and attractive flyer publicising your event or action and distribute through your mailing lists, other organisations, at events etc.

9. Website
A website can be a useful tool for publicity, provided you have the resources to set up, manage and maintain it. Or if you have one already, create new pages for specific events or campaigns and make sure that you do some online marketing - promote the content to search engines, ask other sites to link to you, email a press announcement etc.

10. Direct Action
Organise a direct action for your campaign to provide a photo opportunity for local/national media. Make sure itís timely and well-planned to give maximum impact. Send out a good press release to news desks highlighting what the action will be and make follow up phone calls.