How to Promote Your Arts Event
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.
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Instructions
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How to Promote an Arts Event
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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.
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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)
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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 how to 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.
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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.
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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.
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Tips & Warnings
1. For any press release, photo-op or other piece of correspondence you send out promoting your event, be sure to include all of your contact information, including a cell phone number in case a member of the media wants to attend at the last minute.
2. Post-event photos with captions are sometimes your best bet for getting media coverage. Newspapers and TV stations may not have the staff to cover your event, but would be willing to run a photo and caption after the event. Be sure you submit the photo in the format required by the media outlet and draft the caption for them with the understanding that it may be edited. This removes guesswork on their part and they will appreciate your proactiveness.
3. Go after all local free listings. In larger cities, there will be plenty and they can reach a large audience.
4. Come up with reduced ticket cost strategies such as group rates, student and senior rates.
