The first step to attracting media to your event is to determine your objectives in getting coverage in the first place. What are you hoping to achieve? Who do you want to reach? What is the best media outlet to reach those people? Would this media outlet's audience find your story interesting?

You also need to think about the potential negative consequences of inviting the media in. Will having cameras at the meeting be disruptive? Are your experts willing to give interviews? Are there topics that might possibly be damaging to your group's reputation if taken out of context?

Your Speakers Can Help Once you've decided that it's worth your while to attract the media's attention, gather everything you need to promote your speakers. Request that the speakers provide you with photos, short biographies, and book samples. Find out when your speakers are going to arrive and when they will be available for interviews.

Prior to the event, send a short news release to the calendar editors at local daily newspapers and industry-related publications. Invite key editors to attend the event and make sure they get a copy of the program and other promotional materials. Contact local print and broadcast media to arrange interviews for your speaker and your key leaders.

Keep a close eye on the news the week of your event. Is there a way to tie your speaker's expertise to a current trend, study, or news event? If you want local media to cover the speech, you must determine the news angle and pitch it.

Think about what events would generate good photos or visuals for television cameras. Find out if the speaker has a publicist or PR firm and if so, partner with them on generating publicity. Give your speakers some short key messages to help gain exposure for your group as well as the event.

Tips for Pitching Your Story

• Build your pitch around people and stories.
•  Make sure you are familiar with the publication, TV, or radio program that you would like to have cover your event. If they don't generally cover what you are pitching, don't waste their time, or yours, by approaching them.
• Start with an e-mail if you are not sure how the journalist wants to be contacted. Put something specific in the subject line.
• Pitch your idea in a few sentences only. Tell them why their audience would be interested in the story.
• Don't call a journalist to see if they got your e-mail. If you don't hear back from them, try sending a letter. If you still don't hear back, it's best to assume they are not interested.
• Make sure you can deliver what you promise.

Be a Good Host

On the day of the event, consider delivering packages to key media. Add some goodies such as the speaker's book, a video, a program, and your organization's press kit and package it in an attractive portfolio, preferably one with your group's logo.

Be prepared for the media when they arrive on site. Have one of your staff or a trusted volunteer escort them around and introduce them to their interview subjects. Earmark a good place to conduct the interviews and take photos, ideally with your organization's name or logo in the background.

The National Speakers Association (NSA) is the leading educational organization for professional speakers. NSA's 500 members include experts in a variety of industries and disciplines, who reach audiences as trainers, educators, humorists, motivators, consultants, authors, and more. As a service to meeting professionals, NSA provides resources and information on finding and working with speakers. Please visit NSA's Web site at www.nsaspeaker.org