Live Music & Events

Promoting Your Event

You want to look for a publicist who has a proven track record with events and understands the live music sector. The event manager will employ the publicist on a short-term contract and this is a paid role.

In consultation with the event manager and curator, the publicist will develop the event branding and engage the media, the host event and public in the event.

Promotion can commence when the Curator has booked the program, a 6 week lead time is recommended for promotion with a focus on pre-event media.

8 weeks into the event, the Curator and Event manager will need to brief the publicist on event branding, philosophy of the event, target market and artists and venues.

The Publicist can then create a media campaign schedule, including weekly media releases for press, web, radio, gig guides, a rollout of social media posts, interviews with artists and curator, poster/flyer distribution and paid advertisements if budget allows.

Non-exclusive media partnerships can be developed, however this can deter other media from engagement.

The host event may offer opportunities for promotion. Developing a well branded publicity campaign will help to get the Host event on board, a press pack can start the process.

The most important details to emphasize on all media are the date, location and time of the event and a call to action eg: how to register for the event or how to find out more information or sign up to event social media.

Maintaining consistency and quality in branding is also the publicists role – for example fonts, colours, design and overall tone of the campaign.

The publicist will invite media and sponsors to attend the event, and host them during the event.

Honouring and promoting the event sponsors and making sure sponsorship agreements are fulfilled lays with the publicist. For example ensure sponsor logos (of good quality) are included as per sponsorship agreements on posters, flyers, social media and at the event.

The Publicist may also collect a database of patrons and media for future engagement.

Post event the publicist will need to deliver a report on media reach including website hits, attendance and any partnerships that may need maintaining.

Publicists main aims:

  • Launch publicity and social media engagement plan
  • Plan media push, its important to focus on pre-event media
  • Collate event, venue and artists media assets
  • Liaise with artists on media opportunities
  • Build media schedule for the event day and host media representatives and sponsors
  • Deliver report