CharityVillage® Research: How to stand out in a crowd: Notes from a former fashion reporter on what big ticket charity events get coverage

Resources & Library

Path: Main Street : Resources & Library : Research Articles : Feature Article

How to stand out in a crowd:

Notes from a former fashion reporter on what big ticket charity events get coverage
By Stephanie Black
Being a reporter at a major TV network for nearly a decade kept me on the receiving end of numerous charity invitations. As much as I wanted to give coverage to all these organizations, these charitable happenings were not always a priority on the coverage mandate of my station.
Usually, there had to be a good reason a camera was released from hard news to be sent down to the latest gala or benefit evening. If one of our own anchors wasn't attending or it wasn't the News Director's personal favourite then it was often, in the words of renowned motivational speaker/author Tom Peters: "The WOW FACTOR" that got it covered. Was there a buzz surrounding the event? Could I convince my station that this was a story worth covering?

Don't overlook the "C" factor
Oftentimes, it was the dreaded "C" factor that ensured I got a camera to film the event. Yes folks, the Celebrity Factor. Were some high profile people going to attend, and could we get a quick clip for the news that night? TV producers, no strangers to the recent tabloid style of covering stories, want visual eye candy for their evening newscasts. It is not so much about the story being covered but who was going to be at the event. A draw might be: Would the infamous society gal Marlene Cowpland be there with her dress cut down to who knows where?
Would those rumours of an appearance by Claudia Schiffer come true? Okay, she comes with a high price tag, but the AIDS Ball "Fashion Cares", with M.A.C.'s monetary backing, managed to convince her to show. (No, I do not know what she was paid for her attendance. I doubt a lifetime supply of Viva Glam lipstick would have covered the bill. However, who knows? That exact shade of red is not easy to find.)

If you're using a celeb, make good use of their time!
Nevertheless, if a celeb was going to be invited, then smart organizers knew to arrange for a timeslot where he or she would be interviewed. In addition, here's a tip for some organizers: please do not promise interviews and then not inform the interviewee. It makes for an uncomfortable guest and a very angry press corps. Fashion Cares usually had on-the-ball organizers who would often set up a pressroom where the media could throw out questions to Ru Paul, k.d. lang, or whoever was the honoured guest that year.
The celebrity factor can include all types of people, not just Hollywood celebs. It is how you use them, and how the press can use them in their stories, that generates interest.

Know your angle and make the most of it
On that note, let us talk about the angle factor, or another kind of draw to ensure coverage for your event. What makes your affair stand out? In the case of The Brazilian Ball, it went from taking place in a basement to becoming one of the largest fundraisers around. They would fly in beautiful dancers from Brazil wearing barely-there costumes and they'd whip up the often conservative attendees into a Rio-like frenzy. You'd see the president of one bank doing the twist with his wife while the head of another corporation was being taught some gymnastically inclined moves by a nubile Brazilian.
Another hot ticket in town was The Opera Ball. Part of the reason was the enthusiasm of organizer: society gal and columnist about town, Sara Waxman. Not only did she whip up enthusiasm, she also whipped up some opera performed by three of televisions' most famous faces. There are not many times you can witness Peter Mansbridge, Knowlton Nash and Lloyd Robertson attempt to sing opera. It certainly made for entertaining fare.

Don't forget, spin isn't everything...involve your guests
That kind of buzz is great, but no organizer can afford to forget the practicalities, ie. how does the rest of the evening hold up? Do the surroundings, music, clothing and food echo the theme? Is everybody-not just the celebrity guests-having a good time?
Attendees tend to remember events when they have been part of the fun. The Heart and Stroke Polo Ball raised prior awareness to their big evening by inviting the media and the public to be a part of a polo race on real horses. Not only did we race against a competitive polo team but it all took place in the middle of City Hall. Quite an innovative way to raise attention and it managed to create buzz before the big event.
On a smaller scale, but still an well-attended event, one literacy organization would hold a Scrabble night and invite well-known Canadians to play against each other. They would send invitations with Scrabble letters, and the evening was interactive, fun and managed to attract a lot of big names. Therefore, the television cameras followed.
If a charity's activities are successful, they can continually become an annual draw for invited guests and those wanting to be part of this anticipated evening. That buzz factor can go a long way, and a unique activity can help convince people, significantly corporate sponsors, come back each year.
There are numerous ways to generate excitement about a charity evening. Though I have included many big-ticket balls where corporate backing is more accessible, smaller charities can learn from the big boys.

You don't have to be big, but...
Making yourself stand out in a sea of needy charities does not mean you have to be "big." It means you have to think "big." And that's where the "wow" factor comes in. Is there buzz surrounding your event? Are some well-known names in attendance? Are your guests part of the fun? These are just some of the ways to make your charity the event to cover.
Stephanie Black, former fashion reporter/host at Global TV in Toronto is now Vice-President, People Communications. A firm which specializes in Media Training and Communications Consulting. She also speaks to not for profit groups on raising awareness. You can reach her at e mail: sblack1@total.net or by phone at 1-514-935-4334.