This is Part 2 of a 2-part series on organizing a publicity event for your historic preservation group. Part 1 discussess Why Your Historic Preservation Group Might Want to Organize a Publicity Event.

If your historic preservation group decides to organize a publicity event, you'll need to carefully plan the details to ensure the event is a success. If you are organizing a ribbon-cutting event or dedication ceremony, you'll have weeks or even months to plan the details. But if you are organizing a press conference, you might have just a few hours to cover all the details. Regardless of the type of publicity event you are planning, you can start your planning process by answering the six questions below.

1. Who Will You Invite?

   The people you invite to attend your event will be critical to its success. If possible, select people who have name recognition and who are relevant to your event. In some cases, such as the launch of a grassroots advocacy campaign, you should also invite your supporters to your event. A crowd of well-wishers could help sell the importance of your efforts to the press.

   Invite Contacts From Your Press List

   Identify press members who have followed your story or similar stories, and then personally invite them to your event. 

   Leverage Your Invitation List with Media Packets

   Prepare media packets in advance and have them on hand at the event. 

2. Who Will Be Speaking?

   Ideally, your event will feature three speakers who reflect different aspects of the project. Each person should speak for just a few minutes. It is important that your group be well represented by one engaging speaker who has a direct connection to your group. Your executive director or board chair is often a good choice. Also consider inviting an elected official to comment on the project's importance to the community, especially if your municipal government was involved with the project. An elected official's public relations person may help you get the press to attend your event. If your project involves federal money or tax credits, invite your Congressperson. Your event is a great opportunity to educate members of Congress about the role of federal programs in supporting historic preservation—and the role of preservation in community development.

   Confirm your speakers a week before the event. Even if you have confirmation, secure a potential "understudy" in case a speaker gets held up. Before your event begins, make sure all of your speakers are on the same page. This is especially important if you are coordinating the event with a developer or an elected official's office. Inform everyone about the speaker sequence and the projected length of the event. Provide each speaker with a short list (a half-sheet of paper) of the speaking agenda so all of the speakers can slip the list into their pockets for quick review.

   Add Speaker List to Your Press Advisory

   Include a list of speakers in your press advisory to attract attention to your event.

3. What Will Be Said?

   In most cases, speeches given at public relations events are well scripted. Your group's spokesperson should work from a script that has been worked over by your staff and board members as well as the speaker. An important element of this person's speech should be thanking key players and sponsors. Sponsors can never be over-thanked at a press event.

   Provide elected officials with a skeletal script in outline form. You should also provide background information in advance so the official's staff members are comfortable with the information.

4. What Will Your Event Look Like?

   • Choose a site for your event that helps tell your story. Ideally, the site should be easily accessible and easy to find.
   • Set up the event space with supporting visuals and text to give attendees important information while they are waiting or lingering. For example, you might present architectural plans or enlarged historical photographs with captions.
   • Be sure your sound equipment works if you need amplification.
   • Consider offering a "hard hat tour" of the building if your press conference is about a building and you have access to it.

5. Who Will Document Your Event?

   It is essential that you assign your best photographer to photograph your event. Photos can record key elements of the event that simply can't be communicated in any other way. The images you take at publicity events are important for use in all types of communications, including your group's website, newsletter, and media kit. You can even try to make a video recording of your conference in addition to your still photographs. A digital video of the event would make excellent content for your website.

   After your publicity event, collect and save paper or digital files of all articles, news segments, and features created by the event. This documentation will serve as a type of public resume for your group. See, for example, this easy-to-navigate section of Gorman & Company's website featuring news articles about the rehabilitation work of this Madison- and Milwaukee-based developer of historic buildings. You can also post links to the best online news stories on your website. However, keep in mind that some online news sites require users to subscribe in order to view online articles.

6. Who Will Follow Up?

   Your press conference, dedication ceremony, or ribbon cutting is not over at the end of the event. Your group will have plenty of follow-up activities, including these:

   • Respond to any requests for more information about your group or issue.
   • Get feedback from any press member who attended your event with whom you have a good working relationship.
   • Determine what worked and what did not.
   • Summarize your event in an email to your group's membership or supporters, and include a photo.

Learn More

Historic Preservation Advocacy Guide

Find more how-to articles about historic preservation advocacy.