Publicity for the Music Program

    One of the best ways for music educators to promote their ensembles is to communicate information to the local media. Newspapers, including weekly advertising journals, radio, and television stations, both network and cable, are always looking for upbeat stories to report, and this includes activities, awards, or achievements related to school music programs. Many communities even have a cable access channel devoted to broadcasting local events.
    Print and broadcast media have different style formats and limitations, so the first step in establishing a relationship with the local media is to find out what the guidelines are for submitting written materials or requesting event coverage. This should include information about deadlines and the appropriate person to contact.
Any written information you submit should answer the questions who, what, when, where, why, and how. Be sure to structure the article in the order of declining importance, with the most relevant information first, followed by additional interesting items, quotes, and side notes. The ends of articles are often cut or shortened for space considerations. It may be helpful to ask the advisor of your school newspaper for guidance or to assign a student to cover the activities of the music program.
    It is of utmost importance to double check the accuracy of names, places, and dates. If you are giving an interview, spell out any specific names and places so the reporter is sure to have the correct information. Usually the only detail out of a director’s control are headlines, which are often the last part of the article to be written, but it is acceptable to request that editors avoid unintended or humorous juxtapositions.
    When preparing for a radio or television broadcast, ask the station what you can do to prepare for their arrival. If a news crew is coming to the school campus, notify and obtain permission from the school administrators ahead of time. You may also have to secure copyright permission in advance for a station to air music that is not in the public domain.
    After the media has published or aired information about your organization, send a note of thanks. For radio or television appearances, ask for a copy of the tape for archival or future promotional purposes, and let the station know that they will be given credit if the information is used. Continue to inform the media of any significant honors or events. This type of promotional activity is always appreciated by community news organizations. In return, the increased visibility greatly benefits your music ensemble as well as the school. Consider taking advantage of local publicity if you have not already done so.