Who would have thought that the AFL Grand Final would end in a draw?

Certainly not the many hundreds of people who took particular care to plan important events – such as the 2010 UCI World Road Championships and start of the Premier cricket season to weddings and holidays – after Grand Final day!

And so it happens, with the re-match, even the best laid plans are up in the air.

So what do you do if a major event or act of God happens on your PR launch date?

Well, if possible, cancel or postpone. Because the chances of getting good publicity for your launch will be next to zero if it coincides with a major news story. Then, call in Plan B and start re-scheduling your media event to maximise your chances of publicity.

Here are 5 common PR hiccups and some tips to help you avoid hot-water:

1. You organise an outdoor event and the weather turns on you. Check the weather forecast a week out from your event as well as first thing on the day and plan for the worst. Always have an “under-cov” option at your chosen venue or hire a marquee.
2. You book a guest speaker and they cancel due to unforeseen circumstances. Have a back-up speaker on hand.  In doing so, have their biography, photos and briefing notes available to ease the transition.
3. You get a call from a journalist requesting an interview and your mobile phone battery dies.  If your battery is low, take down their details and promptly return the call preferably from a landline where is quiet. When organising an event, make sure that all key people have their contact numbers listed for media.
4. You experience technical difficulties. Always double check all of your equipment before your event and have a run-through. Test microphones and sound levels, test screens and ensure that all videos are properly cued and ready to go. Prior to your event, preferably several days before, list alternative ‘tech’ scenarios should the worst occur.
5. You are the target of negativity. Protestors, an angry customer or a disgruntled employee can turn the tables of your launch and shift the focus of your news. When planning your launch, or announcement, think about your stakeholders and make sure you address potential concerns in advance.

So when you’re planning your PR campaign, take the time to think of a plan B, because if you’re ever stuck, you’ll need it immediately.

PR Guru’s DIY Publicity Guide contains more priceless tips relating to planning a media launch.