Whether it's for local concert promotions, touring overseas, or just posting on your website, a well-constructed press kit can be an invaluable tool for raising the profile of your ensemble. In our new eBook “Creating the Perfect Press Kit for Your Ensemble”, we discuss how to choose the sample repertoire, take engaging photos, create press releases and more.
Creating Your Ensemble's Press Releases
Create and send press releases to the media whenever you have a big announcement: new director, upcoming benefit concert, upcoming tour, etc. After you have sent them, keep an archive folder on your website where you are able to easily access them. Use these press releases when applicable to promote various aspects of your organization.
“Create and send press releases to the media whenever you have a big announcement: new director, upcoming benefit concert, upcoming tour, etc. After you have sent them, keep an archive folderon your website where you are able to easily access them. ”
If the media attends your performances or if your organization is featured somewhere in an online blog, website, newspaper, radio or TV station, also keep these archived on your website. You can use these while creating your press kit. For example, you may wish to pull a quote onto your ensemble biography or post a recording of your ensemble from the local news channel and submit alongside your press kit. This will help make your press kit stand out next to other ensembles!
How to Format a Press Release
FOR IMMEDIATE RELEASE
City, State/Country – Month – Day, Year
How to Post Your Press Kit
- Post the kit on the ensemble’s website in its own “Press Kit” section. Include your contact information, website and social channels when posting.
- Create a PDF digital file of the complete press kit for an easy print piece. Put a download link to the PDF on the website for external sources to use.
- If necessary, complete a terms & conditions clause. Include a restriction for photo usage that ensures a photo credit is given either to the organization or to the photographer when used by an external source.
- If budget allows, you may wish to have a high-quality printing company put together a printed kit for you to have on hand. Print just enough for the upcoming year as you will be updating the press kit on an annual basis.
Examples of Digital Press Kits
Tenebrae Passion & Precision
The Orchestra of the Americas
Oakland Interfaith Gospel Choir
UCLA Bruin Marching Band
As you can see, there are some ensembles that have paid to make a very professional press kit and there are others that are simpler that still work very well. Choose the quality and budget that works for you and remember that having any press kit is better than no press kit at all.
“Choose the quality and budget that works for you and remember that having any press kit is betterthan no press kit at all. ”
Utilize Your Press Kit
Once your press kit is complete, use it to your advantage! Having a press kit can help build your ensemble’s reputation, increase your audience numbers, gain community support, enhance fundraising and recruiting efforts and so much more. Send your press kit to media outlets, parents/administration/concert subscribers and share on your social channels. Keep your content fresh and strive to update your press kit annually with new photos, videos and quotes.
“ Having a press kit can help buildyour ensemble’s reputation, increase your audience numbers, gain community support, enhance fundraising and recruiting efforts and so much more. ”
4 Reasons Your Ensemble Needs a Press Kit
The 5 Essentials of Your Ensemble's Press Kit
Taking Engaging Photos for Your Ensemble's Press Kit
Writing Captivating Biographies for Your Ensemble's Press Kit
Choosing Sample Repertoire for Your Ensemble's Press Kit
Prepare Recordings for Your Ensemble's Press Kit
Press Releases & Posting Your Ensemble's Press Kit