| Events can get publicity for businesses in local and | | | | museum decided to adopt a canine mascot. The |
| national media, especially when they mark an | | | | public relations team held a "Name the Doggy" |
| occasion or milestone. Planning special events is an | | | | contest in collaboration with the ASPCA in New York. |
| essential tool of marketing and public relations to | | | | The event involved inviting about 20 dogs from the |
| generate publicity in newspapers and magazines. | | | | animal shelter on board the ship. Major dignitaries and |
| Local TV press stations like to cover events, | | | | business leaders attended the event, as well as a |
| especially if it is a gala affair. It is up to the marketing | | | | class of children from a nearby school. There were |
| department or public relations team to invite the TV | | | | lots of photo opportunities that captured the |
| stations and any media people that might be | | | | excitement of the dogs and children. |
| interested in the company. A camera crew and | | | | One of the local daily newspapers, a sponsor and |
| reporters will show up and record a meaningful | | | | partner in the event, announced the contest and |
| event, which will be viewed by thousands of people, | | | | published a ballot in the paper that allowed the |
| and usually repeated more than once on television or | | | | general public to send in their votes for their favorite |
| radio. | | | | pooch. The event got major publicity in all the |
| Let's review the kind of milestones that companies | | | | newspapers and on radio and TV stations. It even |
| can publicize: | | | | appeared in The New York Times. |
| - Anniversaries | | | | Post-publicity was natural once the favorite dog was |
| - Birthdays | | | | selected and named. The mixed breed terrier |
| - Groundbreakings | | | | shepherd pooch was the star of the media for about |
| - Openings | | | | a week. The Intrepid Museum and its operators |
| - Launch of a new division or important product | | | | gained visibility and recognition. |
| - Announcement of a new name | | | | There are so many types of events to consider, |
| Cross Promotions | | | | ranging from parties and banquets to expos, |
| In planning an event you can add excitement by | | | | competitions, and parades. Make the most of every |
| arranging cross promotions, which means partnering | | | | corporate and/or organizational anniversary, birthday, |
| with charitable organizations and celebrities. | | | | and milestone. Get it planned and organized by a |
| Here is an example of a cross promotional event: | | | | professional, get it recorded on video, and publicize it |
| To generate publicity for the Intrepid Museum (a | | | | like crazy through print, broadcast, and online media. |
| naval ship) docked in a New York City harbor, the | | | | |