Marketing / Public Relations / Media Guide


The Marketing and Public Relations elements of an event and festival can be on the more bare-bones / grassroots level or can be a very significant part of the event budget and manpower. It all depends on how much money and in what ways you wish to promote awareness of the event.

  • Create an overall marketing plan – that includes TV/radio/print ads
    • Setting up a budget and grid for when they will all hit so they can be tracked
      • TV
        • Deciding which channels to run and at what times
        • Negotiate deals with local media providers
        • Work with the Creative Department to produce the ads
      • Radio
        • Deciding which radio stations to run and at what times
        • Often, one company will control several radio stations, some or all of which may have listeners interested in your  event – you can often work to get a package deal
        • Work with the Creative Department to produce the ads
      • Print ads
        • Deciding which periodicals to run ads with
        • Deciding on the proper size / message
        • Work with the Creative Department to produce the ads
  • Coordinate with the social media team to have a marketing plan for all chosen social media outlets
    • Work on what sort of content you wish to push out – and how much is directly related to your event vs content that is relevant but not directly related (i.e., talking about another event, or nearby food options)
    • Finalize how often you wish to post – finding that middle ground between posting too much or not enough (all in an effort to keep and grow your audience)
    • Decide which social media you need to utilize
      • Facebook
      • Twitter
      • Instagram
      • Snapchat
      • Pinterest
      • Youtube
      • Tumblr
  • Work to create press releases to local media
    • Often, companies will hire a third party PR firm that has all of the connections needed to get the press releases published.
    • Ensuring your press releases are both accurate and timely
    • Having a plan in place to release emergency notices
    • Tips on writing a press release
      • It should answer the five W’s – who, what, why, where, when (and also, how)
      • Follow the pyramid format:  first paragraph encapsulates the story, while the following paragraphs go into greater and greater detail, keeping in mind that editors cut press releases from the bottom.
      • Try to limit all press releases to one page, and use -30- or # to end the document.
      • Begin the release with an interesting headline to capture interest
  • Decide whether to have pre-event marketing pushes to help create buzz / increase exposure
      • Based on the budget available, sponsoring or hosting pre-event concerts, dinners, happy hours, or other forms of social gathering can go a long way to boost exposure
    Ferris Wheels – always a crowd-pleaser
  • Work with ticketing to arrange for giveaways / promotions / contests
    • Based on what allotment for promotions exists, work to utilize these in the most meaningful way, spreading them between social media and/or in-person promotions
  • For run of show, have a dedicated media area with a media manager
    • Most larger shows will have a Marketing Manager and a Media / PR Manager to help oversee all media that will be on-site for the event.
    • The Media Manager helps in the following areas
      • Manages photographers needing pit access – most artists will need them escorted out after the third song
      • Manages any backstage interviews with artists
      • Helps coordinate / oversee the build and strike of the media area, which provides media their own space with wi-fi, restrooms, and a place to work
    • See our “Staffing and Labor” Guide for more details