Uncanny Publicity Idea

Need publicity ideas? Read the newspaper. I saw a great idea in my daily this morning for a publicity generator that "can" be implemented in just about any community.

The article is about a "Canstruction" event -- a competition to create architectural structures with cans of food that will be donated to the local food bank. (Read the "Can-do competition" article.)

While the food bank enjoys increased visibility and the more than 20,000 cans of food used in the event, it's not the only one benefiting from this activity. The site of the competition, an eclectic art gallery, is mentioned in the article as are the businesses that created entries. (It's a safe bet that the TV stations covered this, too.)

The Society for Design Administration can help you host one of these events in your community, but don't forget to use good media relations strategies to call attention to the event once you get rolling. Here are a few ideas for getting help for this or other events benefiting a nonprofit when you're not sure how to do this yourself:

• When partnering with the charity to assemble a planning committee, include a representative from a local PR firm willing to publicize the event as a volunteer. Make sure the volunteer is a publicist, not someone who works in advertising. They require different mind and skill sets.
• Recruit local media personalities as competition judges. They will help you promote it.
• Ask participating businesses to get their marketing people involved in promoting the event. Pooling resources will expand your reach and impact.

But back to that original thorught about where to find ideas . . . make it a point to read your newspaper -- and those in other cities when you travel -- for publicity ideas you can tweak or duplicate. They don't all have to have the charity connection this one has -- but that nonprofit tie-in sure helps.