niversity
Public Relations and Press Manual for Event Promotions
Produced by:
Hillary Bonner
Modified:
Fall 2004
U
A
O
ctivities
rganization
BGSU
Bowling Green State University
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UAO
Table of Contents
Introduction
What’s this all about? An explanation
of what this manual says and does.
Public Relations
A guide to the how’s and why’s of
dealing with the media.
Fliers
Where to put them and how to make them.
Alternative Routes
Other methods to attract attention.
Conclusion
Now get out there and promote!
Appendix
Examples, explanations and how-to’s.
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with the band or movie, but it is in their face enough, they will also come.
Hype is the key to success in the world of event planning and promotion.
 is manual will explain proper techniques in promoting an event or organization. It will
distinguish the good from the bad in the worlds of fl ier design and placement, press release
content and construction and media kit inclusion and design. It will also explain alternate
routes to promotion and give examples and details on how you can make your organization or
event stand out above the rest.
Public relations are an integral part of any promotional plan.
Consider it free publicity. Press releases, relationships with an organization’s
publics and event relations management are all important
to the success of an event.
According to Reporting for the Media Seventh Edition, public
relations is “planned and continuous communication designed to project a
positive image about an organization, an issue or a product to the public. “
It is important because, through this avenue, an organization establishes
good relationships with the media and its publics.
Key elements to eff ective public relations include media-friendly press re-
leases, media kits describing the organization and its goals as well as posters,
brochures and pamphlets.
 e key to public relations? Be yourself, but do it professionally.
People like to think they matter, so if you do not think they do, then maybe
you should think about using a different outlet to advertise. Be sincere
when dealing with the public, tough when dealing with the media, and
understanding when dealing with your peers and the others who are
helping this event take-off .
Use visuals whenever possible to get your point across on paper. Make
people believe that your organization is “hip” without having to open your
mouth. But, most of all do not fall behind in your public relations plan. If
you are the only one assigned to an event, your plate is full for the next fi ve
weeks. Do not try to pile everything into the last week. You will be

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Elements of PR
 e individual in charge of public relations for an organization should
establish and keep good relations with its publics and the media.  ese
relationships, if kept well, are essential to
on-going event attendance and media
publications.
How to establish and keep relations
Gain audience feedback via the following:
Post a comments link to the website to gain feedback on past and
upcoming events. UAO works with a diverse audience so fi nding out
what events students and faculty are interested in and then
following through on those activites is a great way to ensure attendance.

Encourage students and faculty to come to UAO’s offi ce. Provide them
with comment cards or feedback forms to fi nd out what they enjoyed and
what they would like to see from UAO in the future.
How to develop good media relations
Keep press releases professional and in journalistic format.

Be consistent. Once a press release is formatted, keep it that way.  is
develops a media familiarity with the organization and helps the editors
recognize a release from your organization at fi rst glance.
Purchase advertisements through media that gives you coverage on a regular
basis, like BGNews
How to fi x the bad stuff
If an event becomes controversial or openly upsets a portion of the publics
or media, address the issue immediately. Send out press releases explaining

Send press releases to the decided vehicles.
Begin posting fl iers on and around campus.

Send advertisements to the media you decided upon and be sure they
are at the size and standards you discussed previously.
Two Weeks Prior to the Event
Follow up with the vehicle(s) that received your press releases. Check to see
if they have any questions and be sure that your story is going to run. Also,
fi nd out when it will run.
Check on your advertisements to ensure that they were correct and that
payment was received.
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Sample PR Plan
One Week Prior to the Event
Flier intensively for the event.

Get as many of your people as possible around campus with small handbills
and word-of-mouth advertising.

Send out an e-mail to UAO’s list proc, the university’s listproc if you have
access to it, and Marketing and Communications highlighting the upcoming
event and listing a schedule of other events in the future .

Design and print handbills with a schedule of upcoming UAO events and
meeting times on them. If you have a large event coming up, dedicate one side
of the fl ier to that event and the other to a schedule.
At the Event
UAO members and friends should canvass the event with the
handbills for upcoming events.

the bookstore or the BGNews offi ce.
Do not use fl are! Keep the new release objective as opposed to fl owery. It is diffi cult to do this if the writer is
excited about the event or organization, but news writing is objective. So, to better the chances of publication,
keep the release about the event itself and not about how great it will be.
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Press Releases
Key Elements For an Effective Press Release
Provide correct and apparent contact information

List name of contact person, their phone number and e-mail, the organization’s web address and physical address
Contact info should be located parallel to the organization’s logo at the top of the page
Be timely

 e person in charge of the news release should know the deadlines of the media he/she is working with and
should send it via e-mail or fax in order to ensure prompt delivery and publication of the article
 e release should read the date for release above or below the contact information.
FOR IMMEDIATE RELEASE is typically the best way to ensure the release is not lost in the shuffl e
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Press Releases
Key Elements For an Effective Press Release
Provide correct and apparent contact information

List name of contact person, their phone number and e-mail, the organization’s web address and physical address.
Contact info should be located parallel to the organization’s logo at the top of the page.
Be timely

 e person in charge of the news release should know the deadlines of the media he/she is working with and
should send it via e-mail or fax in order to ensure prompt delivery and publication of the article.

Headline
Release Date
Contact Info
Be sure the organization’s logo appears
somewhere, preferably at the top of, the
document.  is helps establish recognition
with the media.
Include the full contact
information for the
organization’s PR
contact (i.e. name,
phone number,
e-mail).
 e headline should appear in bold and all
capital letters centered at the top of the page.
 is should be a one to two line summation
of the story.
A broiler plate should appear at
the bottom of each press release.
It should contain information
about the organization’s origin,
history and obligations to the
public.
 is should let the media know when the
press release should appear in the news. It is
best to use “FOR IMMEDIATE RELEASE”
here.
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Press Releases

Media kits should be updated once a semester.  e updates should coincide with new goals UAO is setting
and/or new series of events that the organization is promoting.  e kit updates should be sent to news
organizations UAO uses on a regular basis and to those that UAO is using for the fi rst time. Media kits are
also a way to introduce the organization to a possible sponsor. A cover letter should be enclosed describing the
intentions of the kit, whether it be to gain publicity or funding.

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Media Kits
Overview
According to its obvious defi nition, a media kit is the package of materials
that an organization sends out to people in the media in order to generate
interest. So we’ll assume that you’ll be preparing one “media kit” that will
actually be sent off to a wide range of folks like conference schedulers as well
as your typical music journalist hacks.
Cover Letter
No need for anything too fancy here you’re not applying for a job. Well, I
guess you could sort of say that you are, but its a job where they don’t really
care about your mastery of the English language. But include a quickie cover
letter just to introduce yourself to the specifi c person the kit is addressed
to. Remind the person about any past contact you’ve had with them. If you
are sending it unsolicited, tell them where you found out about them. If
you are friends with anyone who has an “in” with the person, then you can
do your name-dropping here. And in general, just write a few sentences to
introduce yourself put a verbal face behind the organization.
*All content on pages 11-12 taken from Jon Carson’s Outer Sound University as denoted on page 11.
Guidelines*
On the following pages are some pointers and guidelines to creating
an effective media kit taken from  e Outer
Sound University’s webpage, a page dedicated to helping bands

the right, there’s an example of a typical press clipping sheet.
News Release
 eoretically, you’re sending out your Media Kit to members of the media
in hopes that they will write a story about you.  erefore, it’s important to
include a News Release that informs them of what the “story” is.
Biography*
Ah, the elusive bio. Or, how to make your organization sound important.
Typically the bio is supposed to include all the interesting historical tidbits
that the press would want to include in their articles about you. However,
you might fi nd yourself in the position of not having too many interesting
tidbits. Never fear you can still put together a document that will at least
give the reader a feel for what you are all about. Here are some points you can
include:
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Fliers
Walking through BGSU’s campus, one will see a kiosk at every
main intersection.  ese stands are typically wallpapered with
fl iers for every event, meeting, speaker or lunch special
imaginable. How will any one of them stand out or grab the
attention of passer-bys?  ey meld into one another and each
becomes a “wallfl ower.”
Outlined in this section are ways to make UAO’s fl iers stand out
against the rest using color techniques, logo placement, and type
settings that will stand out in the viewer’s mind.  e fl ier should
have a feel and a pizzazz to which people can relate. For example,
a “black and white movie night” fl ier should look antique and
capture the feel of a black and white movie from the colors, logo,
and font choice. A person who likes black and white movies will
be attracted to the fl ier before they even read the content. If you

corner. Make it sizeable enough so it will not disappear, but
discreet enough that it will not take over. For an 11” x 17” fl ier, a
3”x 3” logo is usually a good size. However, if you can work it into
the design by making it a bit larger or smaller, go for it. It is all
about creativity and image fl ow.
 e logo should also remain consistent from fl ier to fl ier, not
only in positioning, but in design itself. If the UAO logo appears
one way on one fl ier and another way on another, people will not
recognize it right off the bat. Be consistent with this one piece
of design and once people see it enough, they will immediately
recall UAO.
Also, include the website, offi ce location and other contact info
with the logo. If a passer-by is interested in the event on a fl ier
and would like to fi nd out more information on the event or UAO,
they should not have to search for it.
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Fliers
Flier Placement
In addition to placing fl iers on the cluttered kiosks, UAO should dig a
little deeper and not rely on the mass of other fl iers to stay away from the
design they have worked so hard to construct. Several alternatives remain,
that other organizations do not frequently utilize,such as local businesses,
discreet locations on campus, simple canvassing, and word of mouth.
Utilizing our Local Businesses

 ere are over seventy businesses within walking distance of
campus that are frequented by college students. Upon walking into many of
them, one may see a bulletin board or square of wall or window dedicated
to fl iers. By going into these businesses, being polite with the workers or

later and look at it.
Make sure your group is knowledgeable about the event and your
organization.  ey will ask any question: “What time does it start? Where
is the event being held? How can I join UAO? What movie is showing a
week from Tuesday?”  e more correct the answers, the more likely students
will be to attend.
For some sample handbills see Appendix C.
Color Usage
Color placement on a fl ier can be a creative design tool, or, it can be a
disaster on paper. When used correctly it can set the feel for the design,
evoke emotion, add impact or attract attention. When used incorrectly, it
can induce negative attention.  e fl ier should not look as if someone said
“Hey, I can afford to use color, so I’m going to USE color!” It should be
used as emphasis for a graphic, outline for a text, or as a shadowy background
hue.
Colors should not only be used to accent the design, but also to accent each
other.  e color wheel (See Appendix D) is a great way to mix and match
colors if you can aff ord more than one.  e primary colors are red, yellow
and blue. Any of these colors can be used alone to add nice accents. You can
also use lighter shades of the color you pick to add variety without paying for
another color.
Secondary colors result from the mixing of two primary colors. For
example, if you can use two colors and you choose blue and yellow, you can
fi gure green into the mix for free. By overlapping these two colors, the
printer can create the third without using another ink.
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Fliers
Color Usage Cont.
Several color combinations are suggested in using the color wheel.

Good font choices
UAO
University Activities Organization

Notice there is a serif font (Lucida Console) and a sans serif font
(Haettenschweiler).  ey accent each other, yet through careful
placement and sizing, the emphasis lies on the larger UAO.  e two are
connected in design, yet separate in meaning. Also, take this document for
example.  e majority of the text is in a serif font, but the most important
words and headlines stand out with “Impact,” a stronger sans serif font.

Not-so-good font choices
UAO
University Activities Organization
 ese two are at the same size and placement as the fi rst example, yet notice
the accents are not clear.  e fonts are too similar and, even though the size
diff ers and accents the larger UAO, they slightly compete for the same part.
Font sizes should establish a hierarchy. If you do not want to place the most
important piece of information at the top of the page, don’t. Make it larger
than anything else though. Make it stand out!  e font sizes should lead
the reader through the design, starting with the largest, the name of the
event or organization, and working down to the smallest, the details
surrounding the event. If the larger type catches the eye of the viewer, the
text hierarchy will lead them through the fl ier.
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Alternate Routes
So, your fl iers are up, the press releases are out and everyone knows who
your organization is or do they? Here are some alternate and interesting
avenues an organization can take to make itself stick out in the minds of

downtown and handbills with the event information on them on every table in every building on campus.  e
event is a complete success with sold-out tickets and a community in love with the music UAO has introduced
to them.  e week after, there is a buzz around campus about the next UAO event.  e UAO now has an
informed community who revels at UAO’s ability to bring great talent to the university.  e donations and
membership applications are rolling in!
 e above situation is hypothetical, however, it could happen through proper promotional techniques
listed in this manual.  roughout the preceding pages you have learned to promote shows through several
traditional and non-traditional avenues. Use these avenues to introduce new talent and diff erent viewpoints to
the students at BGSU and make them proud of the ways UAO spends their money.
Do not forget to gain their feedback. Find out what they want to see and hear. Imbed the UAO image and
logo into the minds of all students and faculty through consistency and continuous exposure. Follow the
timeline for promoting an event and watch the ticket sales soar!
Hype is the key to success in the world of event planning and promotion.
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Appendix A
The following is a good example of a broiler plate. A broiler plate should
appear at the bottom of each press release and should outline the
organization’s history, mission and description.
About NYIMF*
 e New York International Music Festival (NYIMF) was founded in 2003 by entertainment
impresario Stuart Alson and is fast becoming one of the largest exhibitions of innovative musical talent in
the US.  e festival provides a platform to discover and develop new talent and is sure to expose a diverse
range of promising performers. Signed and unsigned artists from all over the world have the chance to
showcase their talents and network with A&R executives, producers, publishers, music journalists, talent
scouts, casting agents and fi lmmakers. Musical genres include Pop, Rock, Hip-Hop, R&B, Rap, Reggae,
Classical, Experimental, Folk, Country and Gospel.  e festival will be fl ying in music industry reps from
Los Angeles as well as inviting the whole spectrum of the New York music and Arts & Entertainment
industry.
NYIMF is a competitive event that attracts from all over the world including Australia, Sweden, the