Hi,

While the threads were swarming about press coverage of railroad events, I was knee deep in handling publicity for my model railroad club's open house. How I did that, and the lessons learned, apply to any event being model or 1:1 scale.

In the end, we got the exact coverage I wanted in many regional papers, but editorial decisions at the biggest paper in the area delayed the key article until after the event ended. So, the effort and coverage were great, but the timing didn't help. Details follow...

To get basic coverage on radio, local TV, local event websites and local print outlets, I created a press release as I always do. This release, in addition to giving the basic info, also sets up the narrative I hope the press will cover. I change the focus of this narrative each year, so that there is always a new story to tell. I also shot press photos as I do each year.

For the first time ever, I did all the press release and press photo distribution online. The photos were kept in high-res TIFF format on a website for downloading, while the press release (PDF universal format) was e-mailed.

The volume of coverage was great.

The local big paper, the Asbury Park Press, decided to do a feature on us based on the press release. The reporter spent 20 minutes interviewing me on the phone, and we set a time for her to visit the layout on the first night of our open house. I selected the club members that I wanted to have her speak to, and we were all there prepared to go when she arrived. I also made sure she had printed materials with websites and other info we would discuss. A follow-up phone call the next day solidified her notes. I made sure to speak slowly, spell things, and repeat for emphasis.

The article was to run mid-week of our show, but an editorial decision bumped it to a week later (today) where we got the cover of the local news section and a nice feature online (which only has one of the five images run in print).

The article content is exactly what we hoped it would be. The reporter got her facts straight, partly because she was on the ball and partly because we were ready for her.

This is a case were we controlled everything we could control. Unfortunately, the one thing we could no (editorial schedule) came out less than ideal. However, from the press release through to the interviews and finished product we got what we wanted.

Article is at: http://www.app.com/apps/pbcs.dll/articl ... 7711010318


Rob

One important thing to remember is that a lot of media outlets hesitate--and sometimes rightfully so--at giving too much of what amounts to "free publicity" to any organization, no matter how worthy. If you're lucky enough (as I have been) to garner the coveted "cover story" of the weekend section or the "Must Do This Weekend" listing or the like, don't expect to snare it again for a year or three, if not far longer.

Crafty release writers can find ways to steer their "stories" a different direction quite often. What about an article in the business news section, if your paper has one? Or heck, even the food section, in the case of a dinner train or railroad diner exhibit!

Congratulations!

I think they underlying lesson to be learned is that if you make it easy for someone to do their job (the reporter) then they will be more willing to do the story.

We just snagged section covers in the same paper 12 months apart. What seems to matter is having a new story to tell. We are on a streak of about 15 years of great annual coverage in the local media, but we work hard on it year-round.

Rob

That is a really nice article, you obviously did a good job of briefing the reporter and providing the necessary supporting information.

It is nice to see this kind of coverage in the hobby, in part because it is so RARE to see this kind of coverage in the hobby. I repeatedly see groups waste great opportunities to draw public attention to their activities, and this in turn has a very negative effect on volunteers and people who might be interested in providing support for events.

I often wonder about events where the promoters want people to drive long distances to help out, and then don't make any effort to tell the public what is going on at the event. Particularly distressing are the many groups that ask speakers to travel long distances and then do not announce what is being presented, which makes you wonder if everything is going to be handled as a secret why they don't just do it with local talent. If they aren't going to tell anybody what is going on then what difference does it make who gives the program.

A really nice job with the article - congratulations.

great job on the article
Always remember, you have little control over free press
but if you pay for it, you have ultimate control
never under estimate the power of spending some money

dr

Here is a couple articles that have been printed about us recently in Owosso...

Often, editors would rather print news instead of free publicity. For a multi-weekend event, the paper may print news of the affair on the 1st Monday or Friday following, and the article will serve as unintended free publicity for the 2nd weekend.
While some news outlets say that there is a "Chinese Wall" between the news and advertising departments, at other rags, your news coverage varies depending on how much you spend for expensive display ads!