President Jimmy Carter at a book signing.

SRO (standing room only) may not be guaranteed but the following ideas will help pack the house for a planned concert, play or book signing as the following ideas may help with event promotion.

[edit] Steps

Organize and transcribe media contacts. Include radio, television, newspaper and magazine contact information.
Follow submission requirements and deadlines. If you send in a late submission and they don't print it, it is your own fault.
List each direct media contact. This may be the assignment editor or editorial clerk.
Write and send out news releases.

A sample press release.
Call after deadline. It is your responsibility to find out what each organizations deadline ends. The best place to call and ask about this information is the editorial clerk or a front office clerk.
Contact the editor or reporter to confirm receipt of the news release.
Contact related radio stations and inform them that you have a show coming up if you are in a band. Make sure you contact them with plenty of time in advance. Ask if they would like to come, give away free tickets, etc.

This is what you want. A journalist covering your event.

[edit] Tips

Don't forget high school papers. If a high school paper editor likes your sounds, they may advertise the event in a short story.
Use all resources available, including Webzines (or eZines) and other internet sites.
Media outlets are always hungry for content, so approach them with knowledge of the fact that you are helping them as much as they are helping you.
Confirm each media outlet's policy concerning freebies. Some media outlets allow reporters to accept free tickets or a free meal. If the media outlet allows this, offer a freebie. Reporters, especially ones who work for small newspapers, usually receive a low salary. A free meal or concert may help entice attendance.