Also, if possible, offer media a story about someone who has benefited from charity. If you can "humanize" work charity is doing, "put a human face on it" so to speak, your chances of getting coverage (that is, publicity), will skyrocket.

And don't forget to look for opportunities to pre- publicize your event, especially on radio talk shows.

Fundraisers and events that benefit community amount to a win-win-win situation. Obviously, charity gets money and attention to their cause, station or newspaper gets points for its community spirit, and you get publicity that would have cost you thousands of dollars if you had to pay for it.

Early in my radio career, one of my friends used to sign off his show every day by telling his listeners this:

"Remember, do good and you'll always do well."

It's true in life. It's especially true when you want to get free publicity in media.