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Recently I planned an event for our chapter to raise money for a national September 11th charity and the school paper completely left out any mention about donations going to this charity...which really made me quite mad.
But anyways, another way you can publicize an event is to send an e-mail out to organization's listservs or ask presidents of clubs to send the e-mail out to members. Another thing I did was send out an e-mail to the Resident Directors of all the dorms on campus and asked them to tell their RAs to tell the freshmen and sophomores who lived in the dorms about the event.
Hope that helped you out!
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