The more people that become aware of your activities, the larger the participation will be at events. In addition, more volunteers and sponsors may be attracted through a strong local promotion effort. A key to local promotions is a good press release, followed by a follow-up phone call or personal visit.

Create Letterhead
Every club/program should develop letterhead for use with press releases. It should have the name of the club, plus the address and phone number of the key officer. If the club has a logo, it should appear in the letterhead. The more attractive the letterhead, the more attention. You can also place the word NEWS or PRESS RELEASE in the letterhead.

The Advance Release
Prior to each competition, a press release can be developed explaining the activity. All the facts about the activity should be included: date, site, time of meet, registration time, ticket prices, the athletes and teams in the event, past history of the event, ceremonies, plus much more. The more local information in the release, the better.

It should be written in a natural clear style, with the most important information at the top of the release. Get the advance release out at least a few weeks prior to the event to give the press time to work with it. Every release should have the name and phone number of a person that the journalists can contact for more information.

Follow Up Contact
After a release is mailed, a follow-up phone call or visit to journalist can help. This should be a friendly reminder call. Ask the journalist if they received the information, and if they have questions or need more information. Offer your assistance in any way possible. If the journalist sounds interested, have some good story ideas ready to offer them. You will get more coverage for your event if you make sure to follow up.

Results Release
After the event, a results release is helpful. Include short article on the highlights of an event or activity, along with a list of the place winners. When at all possible, list the hometowns of each of the athletes in the release. Make sure to explain the importance of the event, and if it qualifies anybody for something.