A lot of people don’t plan communications ahead of time; it almost becomes an afterthought, especially when resources are scarce.

Being strategic about communications and consistent with messaging from the start is key to having a big impact.

You can have a great project but it won’t get far if no one uses or hears about it.

What makes a great event is great promotion and a press kit will help dispel every component of your brand.

Event promotion should consist of press releases, emails and phone calls. The event should receive coverage on TV, radio, print and online if a press release is sent out before and after an event.

The press kit distribution is crucial to your media contacts receiving all necessary information, as well as a personal invitation to the event.

Most broadcast stations have a public service quota to fill. If your event helps the greater good, creating a short radio spot will not only gain free advertising, but will convey the not for profit essence of your event.

Don’t have a philanthropic element to your event? It’s the perfect incentive to team up with one and give back to your community.

Give your event a landing page, website and/or social media profile.

In terms of digital marketing, the event should have it’s own social media pages and allow for sharing and RSVPs.

Include key messages and constant updates to inform and attract.

This is your outlet to drive the media and customers attention in order to drive attendance and sales.

One of the most important elements in determining the success of a product or service is the extent to which its publicity gets talked about;

this is arguably a far more indicator of success than the quality (how-ever that may be judged) of the entity itself.

Consumer.ology by Philip Graves

Great copy makes the reader feel good. Write for one person. Your print run may be seven million but only one person reads your copy at a time. Stay relaxed and friendly, and maintain a consistent tone of voice.