MEDIA 101

Publicity 101: How to be a publicity guru

Are you coordinating an event on campus? Want everyone to know about it? Well you came to the right place. Following are some suggestions to help you get the word out, increase ticket sales, and generate serious media buzz around your event!

Before you get started on your publicity campaign, you need to answer several questions:

1)What is the name of the event? What is the purpose of the event? Can you describe it in one or two paragraphs? Who is organizing the event?

2)Is there sufficient time to publicize an event? At least three weeks notice is the minimum time required when contacting media about an upcoming event.

3)Do you have all event details confirmed (ticket price, date, time, location, directions, contact info for questions)?

4)Do you have a photo of the featured performer(s) or one you took from last year’s event? Remember a picture is worth a thousand words! If you’ve got one, share it, but be sure you have permission use it first.

5)Who do you want to know about the event you are planning (other students, general campus community, off -campus audiences)?

6)What type of media outlets* does the audience you are trying to reach follow? Contact Open Line, The Trail,and the Tattler to reach the campus community. If you want the general public to know about your event, consider contacting some local media outlets such as the Tacoma Weekly or the Weekly Volcano.

Once you’ve answered these questions, you’re in a better position to publicize your event. Following is a list of some of the most effective methods:

1)Always post your event information to the main campus calendars. You should submit one or two concise paragraphs to . These calendars are the source of information posted to the electronic reader boards on Union Avenue and in front of WheelockStudentCenter, as well as numerous campus publications, and distributed through the Events @ Puget Sound listserv. To view current calendar listings visiting

2)Students should consider contacting the ASUPS public relations director about design and distribution of posters around campus, designing t-shirts, and posting info about your event on the flat - screens in WheelockStudentCenter. For a list of services provided by the ASUPS PR office and related fees, visit Faculty interested in poster design, distribution both on and off campus, and costs associated with these services should contact the Office of Public Events at 253.879.3555 or to discuss.

3)To get word out about your event to the broadercommunity, consider:

  1. Creating and sending a press release (see sample below) or brief e-mail message withthe event details to both on-campus and off-campus media outlets. We’ve listed several below:

CAMPUS MEDIA:

  • The Trail student newspaper r x3197. Ask to speak with an editor and be prepared to discuss your event succinctly! Explain why The Trail’s readers would be interested in it, which in turn helps answer why The Trail should cover it.Consider inviting The Trail to attend a planning session and/or invite an editor to send a photographer to cover the actual event. To view the latest issue of The Trail, visit
  • Open Lines a biweekly newsletter for faculty, staff, and campus neighbors, produced by the Office of Communications. To view the latest issue of Open Line, visit
  • The Tattler is a weekly hot sheet created by students that covering campus news and events
  • Archess the quarterly magazine for alumni and friends of University of Puget Sound.
  • KUPS 90.1 FM “The Sound”is the campus radio station. is the student run campus radio station. Consider contacting the programming director about being interviewed by an on-air personality or creating a Public Service Announcement (PSA) about your event or organization.
  • weekly “Events at Puget Sound” list serv. I pick up music, art, theatre, and lectures from the events calendar for inclusion on this list. The e-mail goes campus-wide as well as to a very large off-campus list. For me to include the event on the off-campus list it must be very clear that community is welcome to attend.

OFF CAMPUS MEDIA:

  • Weekly Volcano
  • Tacoma Weekly
  • The (Tacoma) News Tribune
  • The Olympian
  • KBTC TV
  • KPLU 88.5 FM
  • The Seattle Times
  • Seattle Post Intelligencer
  • Seattle Weekly
  • The Stranger
  • City Arts Tacoma magazine–

*When contacting external media, the more targeted you are the better luck you will have in getting your event covered. For example, think about music genres or radio station formats. Are there particular Websites, magazines, or newspapers that are popular with your target audience? Contact them to see if you can submit event news directly to their newsroom or post information about your event to their community calendars. For example, often a 20 year old Puget Sound student listens to a different radio station and visits different Websites than a 60 year old business owner, who lives near campus. If you want to invite both to your event, you need to consider their differing tastes when identifying the best media outlets to use to reach them.

Still have questions about your publicity plan? Contact the ASUPS public relations director r University of Puget Sound’s media relations manager or additional info.

Sample Press Release Format

Writing a press release requires you to write a persuasive story that will compel journalists and the public to take action. This sample press release is just that -a sample. Use it as a guide for the structure of your press release.

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Sample Press Release Format

FOR IMMEDIATE RELEASE

Contact: Contact Name

Contact Phone

Contact E-mail Address

[Headline]

Create an active and descriptive headline that will capture the reader's attention. The headline should appeal to journalists as newsworthy.

[Summary]

Just below the headline, write a one-sentence summary of your press release that helps clarify the headline and describes what the press release is about.

[Body]

Tacoma, Wash. – This is called the dateline and indicates the location where the story is originating. If your story takes place at the university, it should read Tacoma, Wash.)

[First Paragraph]: After the dateline, begin the first sentence of your lead (or first) paragraph. Explain why your event is important or newsworthy and continue answering the 5 “W”s:who, what, when, where, why.

[Susequent Paragraphs] Additional paragraphs should contain supporting information, industry statistics, and/or quotes. A quote from an event organizer and/or someone benefiting from the event personalizes and adds color to a story.When quoting someone, always identify the individual being quoted by his/her name, title, and company/organization affiliation (e.g. Jack Johnson, a senior at Puget Sound and one of the event organizers).

[Call to Action] The last paragraph is your opportunity to prompt your target audience to do something. It can be as simple as "To sign up for the fundraiser or to purchase tickets, visit or call 253.879.xxxx.

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This symbol denotes the end of the press release.