A balloon festival in Central Park? The slightest wind can cancel it. Want to demonstrate the effectiveness of snakeproof boots for a retailer in Vermont? Better first check that importation of poisonous snakes is allowed (it’s not).

Before you plan a special event for your brand, here are a few essential tips to keep in mind:

Test the Idea – Bounce the idea off your closest media contacts. Is this something they would cover? Considering a Guinness World Record attempt? Guinness charges companies a modest $4,700 to verify the feat and brainstorm the type of records that remain unbroken. Maybe it’s already a record? Check here.

Consider an Unusual Location – Make news by taking your event to an unusual city location (you can stage practically anything in Central Park. Wherever you hold the event, make sure it’s readily accessible to media.

Build Advance Buzz – Announce the event on your website, Tweet it, post it to Facebook, and notify calendar page editors at least three weeks in advance. Send it to the Associated Press for listing in the Daybook. Schedule radio interviews, stand in front of the Today Show with a banner, stage a photo opportunity in advance.

Think Visually – Provide photographers and videographers with special access. Create a photo platform to position them close to the action. Shoot your own video for YouTube or Vimeo.

Brag About the Event – If the event was successful, share the results. Post photos and video online and share the links. Send the media coverage to your retail accounts. Issue a post-event trade press release.

Conduct a Post Mortem – Afterwards, review the event carefully with your staff. What worked? What didn’t work? How will next year’s event be even better? For a fee, BurrellesLuce.com can tell you the equivalent advertising value of the exposure.

And perhaps most important – don’t forget to enjoy yourself. Events are supposed to be fun.