Whether it's a community concert, your child's first art exhibit or a major event, there are common promotional strategies that can be utilized to ensure an enthusiastic audience. It only takes commitment, perseverance and the belief in the potential success of the event.
Instructions
Promote an Arts Event
1. Promoting an event via the Internet is not the only way to advertise, but the most effective. If you're the only person working on promotion and don't have access to an organization (that is, if you're doing this all on your own), create an email distribution list of every person you know. Also get the email addresses of arts writers and editors from your local newspapers and the person assigned to community events at local radio and TV stations. There is often a person, such as the one who reports on the weather, who is also assigned to community-based events. If your event involves children, this can be of special interest to TV reporters.
2. Write a press release. Even though releases aren't used the same way they used to be--faxed to the media--they are still an effective way to get the word out. Some media outlets still prefer a faxed press release while others want it as an email attachment while others are adamant about receiving the release in the body of the email. Keep in the mind that the key information in a press release is WHO, WHAT, WHERE, WHEN and WHY. Be sure to create a header with your contact information and list the contact information for the venue at the bottom (address, telephone number and website)
3. Create a spreadsheet of local media outlets that includes name (TV station, newspaper, radio station), contact person's name, their contact information (telephone, fax, email) and specific requirements on send a press release. This spreadsheet can be created in Excel--the format is less important than the content. Use the spreadsheet to track who you've contacted about the event and what the outcome is. Be sure to include a column that indicates you either offered or sent free tickets (press tickets) to any media representative.
4. Investigate software packages and services that distribute press releases for you. There are two listed under Resources.A few days prior to the event, send out a shorter version of the press release reminding that person of the upcoming event. If you or your arts venue has a website, advertise the event at least a month in advance with an eye-catching lead and photo which should link to the press release. Always indicate to the media if there is a photo opportunity ("Photo-op") so they know to send a photographer to the event.
5. Identify a unique angle or story about your event and pitch it to the local press. There may be a performer or artist who has a known local presence, or has a unique background story that would be of interest to a local newspaper. Write a brief paragraph about the angle and pitch it to the editor (or arts editor if there is one). Tell the editor you'd be happy to facilitate an interview. If the artist lives in the community, pitch it to that community's newspaper. Overall, you'll always have more luck with a local newspaper than with larger ones.
Tags: press release, contact information, Arts Event, local newspaper, media outlets