Public Relations (PR) and media planning play a very important part in promoting the image and selling the concept of the festival or event. Plan and implement these as professionally as possible and allocate adequate resources.

Use your marketing plan to help you decide what kind of PR/media coverage you aim to attract and what geographical area you want to target:

• list which media you want to cover your event (see regional contact lists)
• identify your local reporter(s)
• contact them with initial details for their news diaries

Once you have made an initial contact, plan your PR and Media campaign:

• provide regular updates (e.g. artist/s contracted)
• emphasize different aspects/elements
• gain coverage for your sponsors/funders
• give immediate pre and post event news

Make each press release/media contact worthwhile. Remember that too many press releases and contacts can be counterproductive.

Supply photographs to local papers. For example, competition winners, new/unusual events, VIPs, opening ceremony. Always use a professional photographer who is used to supplying press photos.

Radio/television coverage is more difficult, but possible if you have a unique or special interest story. Make sure that whoever is interviewed is fully briefed and confident enough to undertake this type of interview, preferably someone who has given media interviews before.

Key Points:

• Deliver your PR/Media message professionally
• Be realistic about the coverage you will get
• Make sure all interviewees are fully briefed

See Also:

2.4 Draft Budget
2.6 Develop Marketing Plan
2.8 Sponsorship
Section 7 Case Studies
Section 7 Regional Contact Lists