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Use a PR Agency to Promote Your Event

by anutt

Anyone planning a community event should consider using a public
relations agency to help promote the event.  By nature, a
community event is a public event, and in the interest of
maximizing attendance and participation, public relations tactics
must be employed.  Of course you can perform the PR functions and
promote the event yourself, but the best results are achieved
when hiring the pros.
Below is an outline of some key benefits to hiring a public
relations agency to promote your community event.

Contacts

- One of the best ways to get the word out about your upcoming
community event is through the press and media.  A public
relations agency will have established relationships with key
reporters on not only a local level but nationally as well.

- Utilizing their contacts to promote (companies, brands,
events, etc.) is the lifeblood of PR professionals and agencies. 
Because of this, they tend to be strategic, on the ball, and
focused on the end result.

- Using a public relations agency to promote your event will
increase your likelihood of getting coverage in local and/or
national newspapers or on television or radio news programs.

- Because information coming from known and trusted news sources
is more credible than obviously paid advertising, members of your
community are much more likely to take note of your event than if
they were to find out about it through paid advertising.

Event Planning

- Ideally, you should sign on with a public relations agency
early in the event planning stages.  Doing this will ensure
coverage by long-lead media and is a must if your event is
expected to have a very large turnout or is held on a national or
international basis.

- Even if you plan to do all of the planning for the event
in-house and handle all the details internally, a good PR agency
will be able to help you strategize every aspect of your event to
maximize promotion not only of the event itself, but also of your
organization.  A public relations agency will help you strategize
an appropriate mix of promotional activities, including but not
limited to:

o	Sponsorships
o	Program launches
o	Analyst tours 
o	Media tours 
o	Press conferences

- A good PR agency will gravitate toward promoting your
organization (in addition to the event) just because it is in
their nature.

- Most public relations agencies have event planning and event
marketing capabilities.  If you are operating on a large scale
and expect mass media coverage, you will be well served to have
an experienced agency ensuring everything runs smoothly at the
event with regards to accommodating the press.  If you are on a
budget, however, you can likely choose the promotion services you
need the most on an "a la carte" basis.

Message Makers

Public relations agencies are typically comprised of many
different levels of corporate communications professionals.  For
this reason, having a PR agency promoting your community event
can come in handy when it comes to your event materials. 
Consider having the agency develop your marketing materials to
ensure that your message and tone are consistent and appropriate
for your target audience.

If the PR agency is involved from the beginning of the planning
process, they can be instrumental in developing invitations,
flyers, posters and more.  Keep in mind, creative resources of a
public relations agency are likely to be more extensive than your
own.  If you plan on hiring a PR agency to promote your community
event, definitely leverage their creative strengths.

Polaris PR Inc. is one of the leading <a
href="http://www.polarisprinc.com">Toronto PR firms</a> offering
a wide range of <a href="http://www.polarisprinc.com">public
relations</a> services to effectively promote all of your
corporate events and communications.

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