Maybe you think of reading the newspaper as a nice, relaxing way to end or start the day. I'm here to tell you that it is an activity that should be an integral part of any good event planner's daily work day. But don't just read the newspaper, realize that it is a daily treasure chest and mine every gold nugget you can.
Here are some of the key things you should be looking for (and adding to a database for future use):
- ads for businesses of all kinds -- if a business is advertising in the newspaper, then they have a marketing budget; if they have a marketing budget, then they are a prospective event sponsor
- ads for events -- larger ads for events (and some news articles) will list corporate sponsors, which should be considered prospects; some ads might even list individual donors, which should be inventoried for inclusion in future invitation lists
- ads and stories about other events that might conflict with something you are doing
- obituaries -- to help you update invitation lists and to let you know when people you know lose someone important in their lives
- community calendars -- for ideas and to identify potential conflicts with your events
- everything -- to trigger ideas for every aspect of what you do
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