Introduction
Attracting media coverage can amplify a festival’s profile and credibility in ways that paid advertising alone often can’t. A well-timed feature in a local newspaper or a preview on a popular blog can spark excitement, boost ticket sales, and even catch the attention of sponsors. Seasoned festival producers understand that engaging with the press isn’t just about sending out information – it’s about telling a story that journalists and their audiences will find compelling. From small community celebrations to internationally renowned events, the core strategies for getting press coverage remain consistent: craft a newsworthy message, reach out to the right people, and make it easy for them to cover the festival.
This mentor-guided overview breaks down proven methods to generate press attention for a festival. It covers how to write effective press releases (hitting all the crucial who, what, when, where, why details) and smart ways to distribute them to local and national media outlets. It also delves into building genuine relationships with journalists and bloggers in the music and event scene to encourage feature stories and festival previews. Additionally, practical tips on offering press passes and accommodating media on-site – think a dedicated media tent with Wi-Fi and other amenities – are shared to ensure journalists can do their best work. Finally, the importance of a comprehensive press kit (with high-quality photos, artist interviews, and more) is highlighted as a way to make the media’s job easier. The following sections explore each of these elements in detail, guiding the next generation of festival producers to secure the headlines their events deserve.
Crafting a Newsworthy Press Release
A press release is often the first point of contact between a festival and the media, so it needs to grab attention quickly. An effective festival press release should read like a ready-made news story – concise, factual, and engaging. Journalists are inundated with press releases daily, so a clear and compelling release will stand out. To achieve this, focus on delivering the core facts and a hook that makes the event newsworthy. For example, highlight what makes the festival unique: is it the only music festival of its kind in the region? Is it benefiting a charity, reuniting a famous band, or featuring an unusual theme? Lead with that angle in the headline and opening sentence to give reporters a reason to care.
Every festival press release must cover the basics. The tried-and-true “Five W’s” framework ensures no key information is missed:
- Who: Who is organizing the festival and who are the notable performers or guests? Mention headline artists, special guests, or key partners.
- What: What type of festival is it (music, food, film, cultural, etc.) and what can attendees expect? Summarize the event’s theme and highlight major attractions or experiences.
- When: When will it take place? Provide the dates and, if applicable, the daily start/end times.
- Where: Where is it being held? List the venue name and location (include city and any notable venue details).
- Why: Why is this festival happening and why should people attend? Explain the festival’s mission or what makes it exciting and relevant this year.
It’s also useful for the press release to include how people can participate or get tickets – for example, noting that tickets are available on the festival’s official website or at a particular vendor. Including a brief quote from a festival organizer or headlining artist adds a human voice and enthusiasm to the release (such as a founder explaining their vision or an artist expressing excitement to perform). The tone should remain professional and factual, as journalists may directly lift text from the release for their stories. Keep it concise – ideally around one page. Before sending out the release, double-check all details (dates, names, URLs) for accuracy, since any errors can hurt credibility.
Distributing Press Releases to Media Outlets
Writing a great press release is only half the battle – getting it in front of the right people at media outlets is the next crucial step. Festival producers should develop a targeted distribution list that includes a mix of local and relevant national media. Start local: community newspapers, regional magazines, city event guides, and local radio or TV stations are often very interested in homegrown events, especially if the festival has significance to the area (like boosting tourism or celebrating local culture). For example, a small-town food festival might get a story in the city’s daily paper or a segment on the local morning news if pitched correctly. Reach out to the journalists or editors who specifically cover entertainment, music, food, or lifestyle news, as they will be the ones most likely to run a festival piece.
Beyond local press, consider the broader appeal of the event. Is the festival doing something novel that could attract national or niche press attention? Major music publications, travel magazines, or specialized blogs (focused on the festival’s genre or theme) might be interested if there’s a unique story. When targeting larger outlets or national media, personalize the pitch. A generic mass email is easy to ignore, but a short, tailored note explaining why the festival would interest their readers or viewers can make a difference. For instance, if a festival is hosting an exclusive reunion of a famous band, a national music magazine or big entertainment website would appreciate knowing that angle upfront, tailored to their audience’s interests. Always address reporters or bloggers by name and briefly reference their previous work when possible – this shows respect for their craft and that the outreach is not just a blind form letter.
Timing and method of distribution also matter. Send out press releases with enough lead time for media to act on them; monthly magazines often plan content months ahead, whereas local news sites or weekly papers might publish closer to the event date. It’s common to issue an initial press release announcement a few months out (to announce the festival and key details or when early-bird tickets go on sale) and then follow up with additional releases or media alerts as the date approaches (for example, highlighting a full lineup release, a sold-out status, or on-site festival features like art installations or food vendors). Use email for distribution and include a clear, informative subject line (e.g., “Press Release: CityName Festival 2025 – Lineup Announced with [Headliner Name]”). Paste the press release text in the email body below a brief personalized introduction, rather than only as an attachment, to make it immediately accessible. Additionally, consider posting the press release on the festival’s website or creating a “Media” page online where all press information and updates are available in one place. This way, journalists who search for the event can easily find verified details even if they missed the email.
Cultivating Relationships with Journalists and Bloggers
Beyond formal press releases, relationships play a huge role in getting consistent press coverage. Successful festival producers treat journalists and bloggers as long-term partners rather than one-off contacts. This means investing time in networking and providing value even when there isn’t a specific event to promote. One approach is to get to know the reporters, editors, and influential bloggers in the festival’s niche or local area. For example, if organizing an indie music festival, it helps to connect with writers from indie music blogs, the entertainment reporter at the city newspaper, and hosts of local radio shows that feature emerging bands. Follow their work, share their articles on the festival’s social media (giving proper credit), and engage with them professionally at industry mixers or via courteous emails. By showing genuine interest in their content, festival organizers lay a foundation of goodwill before any coverage is requested.
When it’s time to pitch a story or request festival coverage, those established relationships pay off. Journalists are more likely to open emails from someone they recognize or trust. It can be as simple as having had a friendly chat with a blogger at last year’s event or sending a thank-you note to a newspaper journalist for a positive write-up. Also, think beyond just standard event announcements – sometimes offering a unique story angle can lead to feature articles or in-depth interviews. For instance, a promoter might invite a reporter to observe the behind-the-scenes setup process, leading to a piece about how the festival comes together. Or consider pitching a human-interest story, like a profile of a local band getting their big break on the festival stage, or the festival’s community impact (e.g., charity partnerships or local economic benefits). These kinds of stories require more effort and coordination (scheduling interviews, providing access, etc.), but they often result in richer coverage that can significantly raise a festival’s profile.
Bloggers and independent content creators are especially important allies in the music and event scene. Many of them have niche but dedicated followings that trust their opinions. Inviting a well-known local music blogger or a YouTube vlogger to an exclusive festival preview (say, a soundcheck or a meet-and-greet with an artist) can result in enthusiastic, authentic coverage. Treat these creators with the same respect as traditional media: offer clear information, respond quickly to their inquiries, and acknowledge their work by promoting their articles or videos on the festival’s channels. Over time, journalists and bloggers who have had good experiences may even start reaching out to the festival team proactively – seeking comments on industry trends or asking for early information – because they know the organizers are responsive and provide strong story angles. Cultivating such two-way relationships means that when festival news comes up, there is already a receptive network eager to share it.
Offering Press Passes and On-site Media Support
One hallmark of a media-savvy festival is how well it accommodates journalists on-site. Press passes (media credentials) allow approved media professionals to attend and cover the event, and offering them to credible outlets is a standard practice. It’s important to manage this process carefully to maintain both fairness and security. Set up a press accreditation system well in advance – for example, an online application where reporters and bloggers can request a press pass by providing their affiliation, assignment info, and examples of past work. This vetting process ensures passes go to legitimate media who are likely to produce coverage, rather than to individuals simply seeking a free ticket. Decide how many press passes to allocate (balancing the potential publicity benefits with any capacity limits or costs), and then communicate early with those who are approved about where and when to pick up their credentials (such as a specific “Media Check-In” booth or tent at the festival entrance).
Once media representatives are at the festival, the goal is to make it as easy as possible for them to do their job. Providing a dedicated media tent or press area can greatly enhance the on-site experience for journalists and photographers. This space doesn’t need to be large, but it should offer the essentials: a reliable Wi-Fi connection (so media can file stories or upload photos on deadline), power outlets or charging stations for equipment, and a workspace or seating where they can write or conduct interviews away from the noise. If the festival is large or has multiple stages, consider staffing the media area with a press coordinator from the festival team. This person can assist with things like handing out press kits (if they weren’t emailed in advance), updating media on any schedule changes, or escorting photographers to designated photo areas near the stage at the correct times. Having a posted schedule in the media area – with key showtimes, press conference schedules, or artist meet-and-greet times – is also extremely helpful.
Clear communication of ground rules will help avoid any confusion. Make sure media guests know what access their press pass grants. For instance, if certain backstage areas or artist green rooms are off-limits without prior arrangement, or if there are rules like “first three songs only” for concert photography, spell that out beforehand (ideally in a media info sheet or the press kit). By setting expectations, journalists can plan their coverage accordingly. Taking good care of media on-site not only helps them produce better content but also leaves a strong positive impression. A reporter who enjoys smooth logistics – easy entry, helpful staff, a quiet spot to work, and maybe a complimentary bottle of water or coffee – will be more inclined to cover the event favorably and return next time. In essence, accommodating the press at the festival is an investment in good publicity.
Preparing a Comprehensive Press Kit
A press kit is a bundle of information and assets that makes a journalist’s life easier when covering a festival. Think of it as everything a reporter might need, packaged conveniently in one place. Include the latest press release along with additional background documents that provide deeper context. A very useful component is an event fact sheet – essentially a one-page rundown of key details such as the festival name, dates and daily schedule, location (venue and address), expected attendance or ticket price ranges, and any noteworthy features (for example, “100+ craft breweries participating” or “free camping available on-site”). This quick-glance sheet helps media check facts without hunting through paragraphs of text.
High-quality photos are often the highlight of a press kit. Provide a selection of high-resolution images that outlets can publish to showcase the festival. Ideal images might include action shots from previous years (crowd scenes, performers on stage, attendees enjoying activities), pictures of the venue or festival grounds, and official promo images of headline acts or special attractions. Ensure that all images are captioned with identifying info and properly credited (photographer name or courtesy credit), so journalists can use them without legal concerns. In the case of a brand-new festival without past photos, consider including conceptual visuals – for instance, an artist’s rendering of the festival layout or portraits of the key performers and organizers – to help outlets illustrate their stories. If available, short video clips or b-roll footage links can be included for TV stations or online media to use in their coverage.
The press kit should also contain bios and quotes that add color to the basic facts. Provide brief biographies of the festival’s key figures – such as the founder/director and any notable curators or hosts – and of select headlining artists or speakers. This gives reporters material to personalize their stories (“Festival director Jane Doe, who started the event in 2015, says…”). Include a few memorable quotes from organizers or artists that encapsulate the spirit or significance of the festival. For example, a quote from the festival director about the event’s mission, or a quote from a returning performer about why this festival is special to them. Journalists on tight deadlines appreciate ready-to-use quotes since it adds human interest to their articles without needing a last-minute interview.
Finally, make sure the press kit provides clear contact information for the festival’s media liaison or PR representative. List a name, direct phone number, and email address so journalists can quickly reach out with any questions or requests (such as scheduling an interview or obtaining extra photos). It’s wise to make the press kit available digitally – for instance, as a downloadable link on the festival’s website or via a shared folder – so that media can access it at any time. Keep that link up-to-date with the latest information. By preparing a thorough press kit and making it easily accessible, festival organizers essentially do much of the reporters’ groundwork ahead of time. This effort greatly increases the chances of getting quality coverage, because it saves journalists time and ensures they have accurate information at their fingertips.
Final Thoughts
Gaining press coverage for a festival is as much about building trust and engagement as it is about writing good press releases. The most successful promoters approach media relations as an ongoing partnership. By crafting compelling announcements and doing proactive outreach, a festival team demonstrates confidence and pride in its event – and that enthusiasm can become contagious. Equally important is respecting the needs of journalists: providing timely information, facilitating reasonable access, and equipping them with the tools (like press kits and on-site support) to tell the festival’s story effectively.
Both new and veteran festival organizers benefit from treating media professionals as collaborators in the event’s success. Celebrate the coverage that appears – share published articles or segments, thank the writers and reporters, and consider feedback for future improvements. Not every story will be a front-page feature, but even small mentions in various outlets, accumulated over time, will build a stronger reputation and awareness for the festival. In the end, successful media and public relations come down to professionalism, persistence, and empathy. Understand what journalists and bloggers are looking for, and help them find those elements in the festival. By doing so, the event will not only land more press coverage – it will also foster a positive buzz that audiences and media remember long after the final act leaves the stage.
12th October 2025