Your audience or prospective speakers, perhaps. Are you still seeking a `draw’ to pull in delegates? Are you short of numbers, not yet having attracted enough to guarantee a profit? Do you need more influential organisations and individuals who can convey a quality image of your firm and event? Who do you want to attract – what type of organisation? What sort of individuals (numbers, sexes, ages, occupations, interests, locations) Just who are you trying to reach?

Which form of media does your target audience see, hear and read :television, radio, the press? More specifically, which particular media are they most likely to come into contact with – which specific television station, radio station, newspaper and magazine. Just as important, which ones might be interested in receiving a release and running a feature – television perhaps, radio, newspapers, magazine?

Does the purpose and theme of your event make it newsworthy -Almost certainly not if it is an incentive event to reward and motivate the best salespeople. Probably yes if it is a trade conference held to discuss and agree on new guidelines for the industry. Can you think of anything else, which might make the event newsworthy, such as its location, if it is held on board a ship, in a theme park or in another unusual place. Is this likely to interest those who receive the press release?

Minimal cost is involved in issuing a press release – a little time and effort, stationary, stamps and the cost of faxing them at the most. So can you afford to use them? Do they offer you value for money? They do not bite into your budget, as other forms of promotional activity will do. Overspending elsewhere can even be balanced out by the lower-than-expected cost of a publicity campaign consisting mainly of press releases.)