Showcase Your Project with a Successful Media Event

A tutorial provided by Kentucky Housing Corporation

A media event, whether a groundbreaking, ribbon cutting, check presentation, or dedication, is a great opportunity to celebrate the hard work you put into your project. A successful event will allow you to market your project to the general public, fill vacancies, and publicly thank your partners. More importantly, it will help you raise awareness of affordable housing needs with leaders in your community.

There is no set formula for planning an event, so have fun and be creative. Think about your goals for the event, your site, and your budget, then create a plan based on the following questions.

When will I hold the event?

Setting a date and time that works for everyone is usually the most difficult step. Mondays and Fridays are generally the best days for elected officials. Late morning events (around 11 a.m.) are ideal for the media because it allows them time to meet their evening deadlines. Be sure to contact your project partners and find out what fits their schedules, too. You will rarely be able to accommodate everyone’s schedule, but aim for a time that will get you the most participation.

Also, keep in mind that the date and time might be dictated by your headlining speaker. Get available dates from him or her before contacting other speakers.

Who will speak at this event?

If you want a high-ranking official to speak, you will probably need to schedule them several weeks in advance. It is generally a good idea to have the mayor, county judge/executive, or your local legislator on the agenda. This increases your chances of the press covering your event. If time allows, invite a few partners to make comments. If you would like to have an invocation or ground blessing, add a local minister to the beginning of the agenda.

If your project serves a special demographic, or the homeless, you may consider adding a personal touch by asking a representative of that demographic to say a few words.

Ideally, you should have no more than four speakers, and each of them should be limited to three to five minutes. Remember, the longer the agenda, the greater the chance of your audience losing interest.

How will I let everyone know about the event?

Once you have a date, time, and some confirmed speakers, you can start publicizing the event. Create an invitation list that includes all of your partners, local and state officials, board members, staff, and anyone else you would like to include. Next, draft an invitation that includes the date, time, list of speakers, and directions. Mail the invitations as quickly as possible, preferably three or four weeks before the event. You may also choose to make follow-up phone calls with any VIPs to help ensure their attendance.

Send a media advisory to your local newspaper and radio and television stations at least one week before the event. This is essentially an invitation to the media and can be sent by e-mail, fax, or postal service. The advisory should be no more than one page in length and it should include the date, time, location, schedule, and list of speakers.

Keep in mind that most media outlets receive invitations to several events on any given day, so make sure that your event is newsworthy. Will your project address a problem in your community? Does it stand out from other similar projects in any way? Will high-ranking officials or legislators be speaking at the event? These are just a few of the items of interest to reporters, and should, therefore, be covered in the media advisory.

How should I prepare the site?

For starters, consider how much space you have and how many guests you are expecting. Make sure there is enough room for everyone. For outdoor events, make sure to reserve a large tent and plenty of chairs well in advance. The ground under the tent should be level and dry. You may also want to set up a table for guests to sign, press kits*, and refreshments. Find or rent a podium for the event, and consider a microphone and sound system if you are expecting a large crowd. You also need to make sure you have all your supplies ready to go.

Groundbreakings – Be certain to have enough shovels for everyone. If you cannot afford fancy props, be creative. For instance, rather than purchase chrome-plated shovels, some developers buy ordinary shovels and paint them with gold or silver spray paint. Add a ribbon to the handle as a finishing touch. If you are doing a groundbreaking during one of the winter months, you will probably need to have loose dirt or top soil hauled to the site. Otherwise, your guests might have trouble breaking the frozen ground!

Ribbon Cuttings – You should have a large ribbon stretched between two structures, like a door frame or pillars. You can use regular scissors or, if budget permits, purchase an oversized pair for the occasion. These “prop” scissors can be purchased online.

Check Presentations – Funding partners will typically bring large checks with them for photo opportunities. Make sure to contact them well in advance and inform them you are holding a check presentation ceremony so they will have adequate time to prepare enlarged checks.

Refreshments are optional but encouraged. Some developers choose to serve a full meal, but most offer finger foods and drinks. Cold water and soda are always appreciated in the hot weather months, and you cannot go wrong with hot cocoa on a chilly day.

Finally, outdoor events are great when the weather is pleasant, but it never hurts to have a backup location ready in case of rain.
What will my role be during the event?

Get to the site early the day of the event and make sure that everything looks presentable. The podium should have a nice backdrop behind it, whether it’s the front of the building or a sign. This will allow reporters to take more promotional-type photographs. Chairs should be lined up facing the podium, and refreshments should be ready to serve. You may want to consider recruiting an assistant to help with the setup or to run last-minute errands.

The head of your organization usually serves as the emcee of the event, welcoming everyone and introducing the speakers. You should have a printed agenda for your speakers so they know the order in which they are speaking. To avoid redundancy, you should get a clear idea of what each speaker will say to make sure there is no overlapping. The entire program should be kept brief, especially if the weather is not cooperative. Shoot for about 20-30 minutes from start to finish. Be sure to recognize all parties involved, whether they are a top official, a partner, or just someone who helped set up the site.

After the ceremony is finished, talk to members of the media and offer to introduce them to other partners. If your project is complete, tours or demonstations are always a treat for your guests.

Following the event, handwritten notes offering heartfelt thanks to event participants are always appreciated. This simple gesture will make a lasting impression and will increase the likelihood of those guests taking part in future events.

Above all else, remain flexible. A thunderstorm may roll in, the hors d’oeuvres may arrive late, or a speaker may cancel at the last minute. However, if you are prepared and keep your cool, your event can still go off without a hitch.

If you have questions about planning a media event for your project, contact Kentucky Housing Corporation at the number below.