Ever had this happen? You've been so busy planning the logisitics of your big event - be it your grand opening, a sale, the move of your business, a celebrity visit - that you've neglected to plan any PR for the event.

Here you are, a week before the day, and you're scared no one will show. You have a week to drum up PR for a special event. How do you do it?

1. Ask questions. Ask people about contacts at local newspapers and TV stations. Look for weekly papers as well as large dailies, and specialized reporters at the TV stations who might be interested in your story.

2. Do research. Buy the Sunday edition of major papers. Listen to the news on the major channels. Next, find the yellow pages and look up TV stations and newspapers.

3. Make a list. Write down the names and phone numbers of the newspapers and TV stations. If you know the names of reporters or shows, include them. This list is important - especially if you get discouraged. Your goal is to contact every one of the media on the list before you stop.

4. Type up a one-page press release. Develop a good headline to attract attention. Do the release before you call any media so you can fax immediately if there's interest.

5. Make phone calls and fax releases. Choose a good time (don't call TV stations right before the nightly news) and begin by calling the newspaper and TV reporters whose names you've been given. Tell them succinctly what makes this event interesting. If they're interested, fax a release. If they're not in, leave a voice-mail message with the highlights and your phone number and tell them you're faxing the release. Get the fax number from the operator.

For TV stations where you don't have a name, ask for the fax number for the assignment editor or the weekend assignment editor. Send individual faxes to each editor. At newspapers, get the names of the appropriate editors for your event - business, arts, features - and their fax numbers. Fax after every phone call so that if something interrupts you, you'll have gotten at least some of the word out.

6. Make follow-up phone calls. They're especially important on the day before or the day of the event.

7. Print extra releases. These may be needed at the event. Plan for maximum coverage, knowing that you will probably get only one or two media hits. But even one could be golden.

Source: NFIB Online