TCL Publicity Toolkit

 

Steps to ensure everyone gets to know your event or project is
happening and the transition message is spread far and wide.

 

The Steps you choose to follow will depend on the kind of event or project you are publicising – use your judgement!
The following colour coding may help you:

 

Black – we think is essential for All events
Blue – appropriate for major events

 

A. Before you start

 

Essential Publicity Materials to create, compile or get hold of:

 

  • Press release - general intro for press/radio to be emailed out
    (not as an attachment, it often won’t be opened, no pics because they slow the file opening)
    Appendix 1 - Guide to writing press releases

 

  • Written information for the uninitiated, light and interesting in approach – can be adapted from press release plus simple graphic, size A5 or smaller – to be given out at network meetings, put in library, go on TCL stall at any upcoming event, given to group members for distribution to friends etc
    OR For major events/series, an attractive programme with all key information about the event contained within it
    Appendix 2 - Leaflet and Programme samples

     

  • For major events – write 2 minute pitch on the event useful for any situation with media – who we are, what we do and why you want to be involved, relevant to the needs of Lancaster, needs to be learned/crib sheet for relevant TCL members.

     

  • Written event description with small picture or image for Transition City Lancaster website and Facebook group page– this can also be adapted from your press release .

     

  • Written ‘What’s On’ listing to send out to free publicity sources
    Appendix 3 What's On listing sample
    Appendix 4 Distribution lists for free publicity

     

  • Poster suitable for A4 printing
    Transition Cafe Flyer Template in Word and Intructions

     

  • Download list of available people who interview well and are “talking heads” on current specialisms: Jennifer, Chris, etc.
    Appendix 6 Expert Speakers list
    If you want to set up a radio etc interview one of them may well be available but CHECK beforehand.

     


  • For bigger events that are more than 4-6 weeks away, download contact list for setting up interviews with radio/tv/newspapers – this will get out of date in time so check details with Virtual Lancaster website if you have problems over contacts
    Appendix 7 Named Media Contact List

     

  • Download headed paper/compliments slip from our website and create individual invitations for councillors or other people you particularly wish to come to your event – you can use email instead, of course but sometimes a letter will be more noticeable.

     

  • List held by one person amongst those organising the event with email contact details and preferably phone numbers for all those involved, (especially non Transition members, venue contacts, key publicity contacts) – without this things can be really difficult if something goes wrong.

     

  • Design tickets if the event requires a ticket and get someone to double check all the details are correct before you print
    Appendix 8 – pdf samples you may wish to adapt

 
B. Publicising Your Event(s) or Project
 

Major Events
Other Events
6 months before 6 weeks
• Set a date that allows you enough time to do adequate publicity – 3-6 months for major ones

• Establish all the key facts: title of event, time , venue, costs and what you will be charging, names of key people/speakers (and spellings!) and who will be your contact person (phone number, website, email and address must be accurate) nb once you start the publicity, you won’t be free to change your mind about any of this.

• Do all the organisation!

• Book a stall on the market in the run up to the event – needs to be done months in advance to guarentee the charity stall space on the outdoor market.		 • Set a date that allows you enough time to do adequate publicity – a month to 6 weeks

• Establish all the key facts: title of event, time , venue, costs and what you will be charging, names of key people/speakers (and spellings!) and who will be your contact person (phone number, website, email and address must be accurate) nb once you start the publicity, you won’t be free to change your mind about any of this.

• Do all the organisation!

• You may be lucky if you want a market stall in securing the free charity space at short notice - ring Elaine White at Lancaster City Council.
2-3 months 5 weeks
• Get someone to do the writing involved in nos 1,2,4,+5 in section A – it might be easier for 2 to do this – basically once the press release is done, the rest is just adapting for different purposes.

• Email your press release to Lancaster Guardian and The Reporter also contact Darren Axe at Lancaster University and Cumbria SU,
For bigger events also email: The Bay, Radio Diversity, Radio
Lancashire– add Westmoreland Gazette and Preston papers if a major, major event (see Appendix 4)

• Post your listing on Virtual Lancaster, @Lancaster, and all the newspaper websites, plus the listings on The Bay, Radio Diversity and Radio Lancashire (see Appendix 4) – this is done on line and can be time consuming, but you can share the job out once you have written your listing.

• Email Samagita or Steve Jenkins your event description for the TCL website and Facebook
• Email the event description to Other Local Transition Towns (see Appendix 9)
• Send individual letters to invite key people (nb for councillors take envelopes to Town Hall office)		 • Get someone to do the writing involved in nos 1,2,4,+5 in section A – it might be easier for 2 to do this – basically once the press release is done, the rest is just adapting for different purposes.
• Email your press release to Lancaster Guardian and The Reporter also contact Darren Axe at Lancaster University and Cumbria SU(see Appendix 4)

• Post your listing on Virtual Lancaster, @Lancaster, and all the newspaper websites, plus the listings on The Bay, Radio Diversity and Radio Lancashire (see Appendix 4)– this is done on line and can be time consuming, but you can share the job out once you have written your listing.

• Email Samagita or Steve Jenkins your event description for the TCL website and Facebook
6 weeks 4 weeks
• Arrange to get posters and flyers printed, which may mean raising some funds or using peoples’ printers – it may be possible to use the LESS printer for a reasonable charge – Email LESS Admin
• Have your posters distributed to useful sites around town
Boards in Adult College, Library, Gregson –
City centre venues – Juice Café, Single Step, Whaletail, Sainsburys Tourist Info Storey
Cumbria SU, Lancaster Uni boards and Green “shop”
Possibly Village centres and dentists/doctors’ waiting rooms - use
members to deliver and distribute

• Distribute your “flyers” to next TCL steering group and network meeting (dates on website), Transition group meetings, Storey, Tourist Information, Library and via your event contacts to venues such as churches, community centres, schools, voluntary groups, Woodcraft Folk etc depending on the event

• Phone The Guardian and speak to Nick Lakin about the event, also phone The Bay, Radio Lancashire and Radio Diversity, remind them about your email and suggest an interview – don’t expect them to book you at this point – arrange to ring back about 10 days before the event

Arrange to get posters and flyers printed, which may mean raising some funds or using peoples’ printers – it may be possible to use the LESS printer for a reasonable charge – Email LESS Admin

• Have your posters distributed to useful sites around town
Boards in Adult College, Library, Gregson –
City centre venues – Juice Café, Single Step, Whaletail, Sainsburys Tourist Info Storey
Cumbria SU, Lancaster Uni boards and Green “shop”
Possibly Village centres and dentists/doctors’ waiting rooms - use
members to deliver and distribute

• Distribute your “flyers” to next TCL steering group and network meeting (dates on website), Transition group meetings, Storey, Tourist Information, Library and via your event contacts to venues such as churches, community centres, schools, voluntary groups, Woodcraft Folk etc depending on the event
2 weeks before 2 weeks before

• Do stall(s) on Sat or Wed market or just stand and hand out flyers

• Send pre-event publicity to Lancaster Guardian 100 words press release with interesting picture and for major or special interest event ring and ask for a photographer to visit (check it has been booked in by ringing 2 days before)

• Ring radio stations 8/10 days before and see if they will book an interview about your event with someone in your group or one of our speakers – this doesn’t have to be just for major events – anything unusual may appeal to one of the radios
(See Appendix 7 Named Media Contact List)

• Email Steve Jenkins to ask for an email Newsletter to all members (if he hasn’t done it already) and a Facebook reminder

• Check all the local places still have posters and flyers (See Appendix 4)

Send pre-event publicity to Lancaster Guardian 100 words press release with interesting picture

• Email Steve Jenkins to ask for an email Newsletter to all members (if he hasn’t done it already) and a Facebook reminder

• Check all the local places still have posters and flyers