Getting your event noticed can sometimes be a challenge when you are tending to other details.  Recruit an event committee to help you with all those little details.  Media coverage is so essential. Early on, put together your press packet describing your event and how and why it is important as a newsworthy event.  Just announcing you are having a gala is not enough for newspaper writers to pick it up.  Write with who, what, when, where and why format.  Put your most compelling story into the event notice.  A story might be your cause, celebration, those in attendance that would be news worthy (say, the Governor of your state for example).  Other angles might be an unusual theme, setting, auction item, or raffle.  One theme I have used that got lots of press because it was different was the "Breakfast Boogie" at a night club in the morning hours with a band and a breakfast to raise awareness about the non-profit.  Other tips, try sending photographs with your press release and always follow-up with a call.  And the most important tip of all, MAKE FRIENDS with the newspaper, TV, and radio people throughout the year.  Get  to know them, it always helps to have friends!  HeadsUP.