Public Relations - Why You Want it and How to Get it



Positive press will help strengthen your reputation as a sports planner and the reputation of your organization. Because the source of the press comes from a third party, it adds credibility. In addition, the cost is generally lower than advertising.

So, how do you go about gaining such valuable exposure?

First, obtain a current media listing from the local CVB. Using this information, select the media that will most effectively deliver the message to your target audience. Tourism Toronto can provide you with the media listings, as well as tips on which media would offer the best leads in the city.

When building your release, avoid promotional messaging. Stick to genuine news to create a story that will generate interest. Try to develop a sharp angle to captivate your audience. And don’t make your story any longer than necessary, you don’t want to lose them part way through. By tying into local charities or community events, you can create a “halo effect” to leave a favourable impression on the public.

When your release is ready to send, be sure to include the appropriate contact information and date. Do not simply label your story “For immediate release” without noting the actual date as these pieces are commonly discarded by editors. Also, make it easy for reporters to contact you. If you don’t hear from them, you will need to follow up. Be persistent, but not annoying.

If you’re looking for tips on composing a killer press release, be sure to catch our next eNewsletter.

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