Internet Marketing & Public Relations for the Arts

lessons for promoting your arts organization on the web.

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Habit 1: Keep those Calendar Listings Up to Date

 

They are boring, dull, and probably the MOST important job of the Arts PR Guru.

I am speaking of Calendar Listings, affectionately known as the ABC listings. Nearly 90% of your day of single ticket sales are going to come from a patron trying to find out "what is going on this weekend." It is YOUR job to make certain that every performance/opening at your venue is listed with the correct date/time/price etc.

Where to place your information:

• Newspaper Listings
• Convention and Visitors Bureau Booklets
• Magazine Listings
• Online on your Website
• Online at any tourism/city site
• Online at any Newspaper/Magazine Site

Some newspapers have made it even easier by allowing you to enter your event information online:
http://dunes.cincinnati.com/pubtools/

Zvents:
http://www.zvents.com

The basic rule for ABC listings is Keep it Short and Accurate, here is a typical one that you might send to the press below:

Theatre
Cat on a Hot Tin Roof
Friday, April 14 at 8 PM.  Overture Theatre.  Tickets: $22-$28. Tennessee Williams' classic story of passion.  (205) 555-1212. www.overturetheatre.com

Cat on a Hot Tin Roof
Saturday, April 15 at 2 PM and 8 PM.  Overture Theatre.  Tickets: $22-$28. Tennessee Williams' classic story of passion.  (205) 555-1212. www.overturetheatre.com

Cat on a Hot Tin Roof
Sunday, April 16 at 2 PM.  Overture Theatre.  Tickets: $22-$28. Tennessee Williams' classic story of passion.  (205) 555-1212. www.overturetheatre.com

Important to remember
• It is best to list every date a performance runs, since that is how the majority of places will want it.
• Triple check your listings before sending them out--one wrong date can have patrons showing up at your door.
• Follow up! Check your papers daily and crawl online to make sure your event is in EVERY calendar out there.
• Make sure that your listings can be downloaded from your website in a database format, such as excel.
• Become friends with Calendar Editors--they are doing you a favor by listing your event--don't hassle them if you are not listed or information is wrong. Call and politely ask what you can do to correct it or make it easier.