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"Publicity can make or break a program. It's as simple as that!"

The following information has been compiled to aid you in planning a promotional campaign. Some basic considerations to follow when planning your publicity strategies are outlined.

- Audience: The first question you need to ask is, "Who are you trying to reach? " Tailor your publicity to fit this group. For example, a rock concert would most likely attract a different audience than would a lecture on geriatrics. In essence, locate your target group and "aim for it!"

- Selling Points: emphasize the aspect (s) of your program which would stimulate the most interest, or to which people can relate. For instance, if you were sponsoring a lecture on ghosts by a little known speaker, emphasize the topic rather than the presenter.

- Resources: The amount of energy and money invested in a publicity plan should be commensurate to the rest of the program. In other words, if you are spending a thousand dollars on an event, you naturally would not limit your publicity expenses to $10. Always consider your budget and manpower when planning your programs. Just a further note on resources: Check with your activities director concerning resources available on campus, i.e., where can flyers be run off? Is there a cast? Is there a publicity "specialist" on campus who can help you with ideas? Furthermore, every campus should have a public relations office. If you are to sponsor an event involving the community, you can contact the Public Affairs Office concerning radio spots, television coverage, newspaper ads, and the like.

- Types: More often than not, the typical modes of publicity are posters and flyers. If you can make them unique, so much to say, "Read Me!", you are off to a good beginning. However, there are several imaginative forms of publicity to consider. Refer to the "publicity techniques" and "gimmicks" handouts for starters and then draw on the most creative resource of all-your imagination!

- Location: Where will your publicity material get the most attention? A simple, but effective means to survey this question at a small university is to walk around campus. Jot down those areas where your eye meets, as you walk around corners, down stairways, etc. In addition, don't forget the high traffic areas and... as always, BE CREATIVE! - Timing: Upon the decision to hold an event, develop a time table for your promotional campaign. Be careful not to publicize too far in advance that your publicity devices become "style". On the other hand, poorly done last minute publicity can often leave you with a fantastic program and no audience to appreciate it.