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January 26, 2007, Newsletter Issue #226: Smart Publicity Strategy


1

Tip of the Week

Smart Publicity Strategy
Arts groups waste lots of time, money and trees sending out a general press kit announcing their new seasons; then they wonder why nobody in the news media did anything with it. The reason? There was no Publicity strategy. A Publicity Strategy simply means looking at your offerings and choosing to focus your time and energy on publicizing the most newsworthy programs or elements, then matching them to the different news media available to you. Take a comprehensive look at the types of "free" media available in your community. Get to know what each one needs, what their deadlines are and who the decision maker is. Put together a targeted plan to help you present the right information to the right news media at the right time.



2

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