—Secure local celebrities—such as TV journalists and meteorologists, newspaper or radio reporters and columnists, athletes, bloggers, and city officials—as your independent witnesses and stewards. The journalists will probably cover your event, and the celebrities likely will attract media coverage.
—Once you have your independent witnesses and stewards, invite other local celebrities to participate and run or walk. Famous people and VIPs often attract media coverage.
—The larger the group, the more likely you'll attract press. Two hundred people running or walking at once is much more photogenic than, say, 20.
—Download the fill-in-the-blank press release and fill in all the details.
—Send the press release to all your local media: TV, newspaper, radio, even bloggers. Journalists often have "beats," areas of interest that they report on, so figure out who covers this type of event and send the press release directly to that person.
—At the same time, send the press release to other people who might be making coverage decisions, such as news editors, managing editors, or city / community editors.
—If you're emailing the press release, make the subject line interesting and compelling. Journalists are bombarded with emails, so make yours stand out. "Coverage request: 200 kids running, walking, and collect shoes for 2 Guinness World Records!" is more attention-grabbing than "A story idea for you."
—Send out the press release at least a week before the event.
—Give the journalists a few days to respond. Then follow up with them. An email is OK, but a phone call is better.
—Make sure to clip, print out, or record any media coverage and send to NATIONAL GEOGRAPHIC KIDS, along with all your statements. Check out the official rules for details.