MEDIA 101
Publicity 101: How to be a publicity guru
Are you coordinating an event on campus? Want everyone to know about it? Well you came to
the right place. Following are some suggestions to help you get the word out, increase ticket
sales, and generate serious media buzz around your event!
Before you get started on your publicity campaign, you need to answer several questions:
1) What is the name of the event? What is the purpose of the event? Can you describe it in
one or two paragraphs? Who is organizing the event?
2) Is there sufficient time to publicize an event? At least three weeks notice is the
minimum time required when contacting media about an upcoming event.
3) Do you have all event details confirmed (ticket price, date, time, location, directions,
contact info for questions)?
4) Do you have a photo of the featured performer(s) or one you took from last year’s event?
Remember a picture is worth a thousand words! If you’ve got one, share it, but be sure
you have permission use it first.
5) Who do you want to know about the event you are planning (other students, general
campus community, off -campus audiences)?
6) What type of media outlets* does the audience you are trying to reach follow? Contact
Open Line openline@ups.edu, The Trail trailnews@ups.edu, and the Tattler
tattler@ups.edu to reach the campus community. If you want the general public to know
about your event, consider contacting some local media outlets such as the Tacoma
Weekly or the Weekly Volcano.
Once you’ve answered these questions, you’re in a better position to publicize your event.
Following is a list of some of the most effective methods:
1) Always post your event information to the main campus calendars. You should submit
one or two concise paragraphs to events@ups.edu. These calendars are the source of
information posted to the electronic reader boards on Union Avenue and in front of
Wheelock Student Center, as well as numerous campus publications, and distributed
through the Events @ Puget Sound listserv. To view current calendar listings visiting
http://events.ups.edu/.
2) Students should consider contacting the ASUPS public relations director about design
and distribution of posters around campus, designing t-shirts, and posting info about your
event on the flat - screens in Wheelock Student Center. For a list of services provided by
the ASUPS PR office and related fees, visit
http://asups.ups.edu/stugov/offices/dpr/default.aspxt. Faculty interested in poster design,
distribution both on and off campus, and costs associated with these services should
contact the Office of Public Events at 253.879.3555 or mthorndill@ups.edu to discuss.
3) To get word out about your event to the broader community, consider:
a. Creating and sending a press release (see sample below) or brief e-mail
message with the event details to both on-campus and off-campus media outlets.
We’ve listed several below:
CAMPUS MEDIA:
 The Trail student newspaper traileditors@ups.edu or x3197. Ask
to speak with an editor and be prepared to discuss your event
succinctly! Explain why The Trail’s readers would be interested
in it, which in turn helps answer why The Trail should cover it.
Consider inviting The Trail to attend a planning session and/or
invite an editor to send a photographer to cover the actual event.
To view the latest issue of The Trail, visit
http://asups.ups.edu/trail/19/default.htm
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Open Line openline@ups.edu is a biweekly newsletter for
faculty, staff, and campus neighbors, produced by the Office of
Communications. To view the latest issue of Open Line, visit
http://www.ups.edu/x5838.xml
The Tattler tattler@ups.edu is a weekly hot sheet created by
students that covering campus news and events
Arches arches@ups.edu is the quarterly magazine for
alumni and friends of University of Puget Sound.
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KUPS 90.1 FM “The Sound” is the campus radio station.
http://www.kups.net/ is the student run campus radio station.
Consider contacting the programming director about being
interviewed by an on-air personality or creating a Public Service
Announcement (PSA) about your event or organization.
weekly “Events at Puget Sound” list serv. I pick up music, art,
theatre, and lectures from the events calendar for inclusion on
this list. The e-mail goes campus-wide as well as to a very large
off-campus list. For me to include the event on the off-campus
list it must be very clear that community is welcome to attend.
OFF CAMPUS MEDIA:
 Weekly Volcano calendar@weeklyvolcano.com
 Tacoma Weekly news@tacomaweekly.com
 The (Tacoma) News Tribune calendar@thenewstribune.com
 The Olympian
http://www.theolympian.com/apps/pbcs.dll/frontpage
 KBTC TV fullfocus@kbtc.org
 KPLU 88.5 FM news@kplu.org
 The Seattle Times http://seattletimes.nwsource.com/html/home/
 Seattle Post Intelligencer wh@seattlepi.com
 Seattle Weekly calendar@seattleweekly.com
 The Stranger http://www.thestranger.com/seattle/Home
 City Arts Tacoma magazine– editorial@cityartstacoma.com
*When contacting external media, the more targeted you are the better luck you will have in
getting your event covered. For example, think about music genres or radio station formats.
Are there particular Web sites, magazines, or newspapers that are popular with your target
audience? Contact them to see if you can submit event news directly to their newsroom or
post information about your event to their community calendars. For example, often a 20 year
old Puget Sound student listens to a different radio station and visits different Web sites than
a 60 year old business owner, who lives near campus. If you want to invite both to your
event, you need to consider their differing tastes when identifying the best media outlets to
use to reach them.
Still have questions about your publicity plan? Contact the ASUPS public relations director
asupsdpr@ups.edu or University of Puget Sound’s media relations manager
mediarelations@ups.edu for additional info.
Sample Press Release Format
Writing a press release requires you to write a persuasive story that will compel journalists and
the public to take action. This sample press release is just that -a sample. Use it as a guide for
the structure of your press release.
-------------------------------------------------------------------------------Sample Press Release Format
FOR IMMEDIATE RELEASE
Contact: Contact Name
Contact Phone
Contact E-mail Address
[Headline]
Create an active and descriptive headline that will capture the reader's attention. The headline
should appeal to journalists as newsworthy.
[Summary]
Just below the headline, write a one-sentence summary of your press release that helps clarify
the headline and describes what the press release is about.
[Body]
Tacoma, Wash. – This is called the dateline and indicates the location where the story is
originating. If your story takes place at the university, it should read Tacoma, Wash.)
[First Paragraph]: After the dateline, begin the first sentence of your lead (or first) paragraph.
Explain why your event is important or newsworthy and continue answering the 5 “W”s:who,
what, when, where, why.
[Susequent Paragraphs] Additional paragraphs should contain supporting information, industry
statistics, and/or quotes. A quote from an event organizer and/or someone benefiting from the
event personalizes and adds color to a story. When quoting someone, always identify the
individual being quoted by his/her name, title, and company/organization affiliation (e.g. Jack
Johnson, a senior at Puget Sound and one of the event organizers).
[Call to Action] The last paragraph is your opportunity to prompt your target audience to do
something. It can be as simple as "To sign up for the fundraiser or to purchase tickets, visit
www.XXX.edu or call 253.879.xxxx.
-0This symbol denotes the end of the press release.