I'm at work on music festival PR this week.
Once you've handled news releases for the same event for a few years, it can be a challenge to feel like you're writing something new, especially when some details don't change. It's worth it to break out of the boilerplate and grab journalists and audiences' interest, though.
How does one do that? A few thoughts:
- What is your audience interested in? Which details of the event? If you don't know what your audience is interested in, ask. For our music festivals, a large factor is the quality of the music. A few years ago, I found that one performer (not even a headliner!) had won a Grammy. I hammered that point in our press releases, and sure enough, it showed in the coverage we got and audience interest in the performance.
- What is new and different about your event? Do you have new activities for a particular niche within your audience? A new initiative that will make a great story? Something you are asking every attendee to do?
- What details of your event have a broad general interest appeal? For example, today the public tends to be interested in environmental initiatives and job creation.
- What can you get great quotes about? Do you have a colorful character involved in your event whom you can tap? Access to high-visibility organizers, clients, or partners?
- What does your audience need to know about? Perhaps it's a reminder that the location has changed, transportation options for getting to the event, or a change in the cost or specific means of getting tickets. These details aren't sexy, but they are vital to communicate in order to create a successful event.