Most shows that don’t fill the venue fail not because of quality, but because of visibility. The problem rarely starts the week before — it starts two months before, when there’s still time to build an audience and activate the right channels.

This article lays out the minimum communication framework for any artistic event: concert, theatre premiere, exhibition, dance performance or album launch. No PR agency needed — just structure and consistency.

The minimum calendar

−8

Create your base materials. Before any communication, you need the foundations: professional photos (or at least good ones), a press release, a 100-word bio and a 50-word event description. Also the graphic visual or poster. Without these materials, you can’t contact media or send anything useful.

−6

Send the press release to media. Culture journalists, programmers and specialist blogs work weeks in advance. Sending something three days before the event won’t get you coverage. Six weeks out is the minimum to appear in a magazine, programme or blog post. Make a list of relevant media in your discipline and send a personalised email to each one.

−4

Start social media communication. First post: date and venue announcement. From there, build progressively — rehearsal process, making-of, the people involved, your motivation. Not advertising: storytelling. People buy tickets to experiences they feel connected to, not to posters.

−2

Activate your personal network. Direct message — not broadcast — to people you know will come. Ask them to share, not to buy. A genuine recommendation from someone people trust is worth more than any paid ad. This is also the moment to confirm tickets and remind programmers or curators who expressed interest.

−1

Countdown content. Last reminder on social media, daily stories the final week, email to your mailing list if you have one. If you got any press coverage, share it now — it builds credibility and creates social proof. This is the moment for “there are still seats” or “last tickets” if that’s true.

Day

Document everything. Hire a photographer or videographer, or at minimum record in 4K with your phone. The content from the event is the best material for the next one. A good full-house photo is worth six months of storytelling. Capture the audience, the space, the backstage, the details.

+1

Post-event communication. Photos and video on social media, public thanks to the team and venue, sharing published press. Post-event builds credibility for the next date. People who didn’t come now know you exist. People who did come feel recognised.

Press release: minimum structure

A press release isn’t a literary text — it’s a functional document. Editors need to extract information quickly. This is the minimum structure:

  1. Headline: who, what, when, where. Maximum 15 words.
  2. Lead: the first paragraph answers who the artist is, what the event is, and why it matters.
  3. Body: show description, project context, technique or team if relevant.
  4. Short bio: 3–5 lines about the artist or company.
  5. Practical data: date, time, venue, ticket price, booking link.
  6. Press contact: name, email and phone number.

Maximum one page. Culture editors receive dozens of press releases a week — the short, clear and complete ones get used.

Common mistakes

Posting on social media the day of the event. Algorithms distribute content progressively. A post published the same day won't be seen in time for someone to buy a ticket and show up.
Running paid ads without any organic content. An Instagram ad pointing to an empty profile doesn't convert. Ads amplify what already works — they don't replace a communication strategy.
Not having a mailing list. Social platforms change algorithms, disappear, or suspend accounts without warning. A list of 300 people who know you beats 3,000 cold followers on any platform.
Posting only the poster. The poster says WHAT. People need to know WHY — why this show, why now, why they should come. The poster is the end of a campaign, not the start.

Minimum tools

  • Design: Canva{:target="_blank" rel=“noopener”} for quick materials. Ressona works with Pocallum{:target="_blank" rel=“noopener”} for professional graphic image and photography.
  • Email: Mailchimp{:target="_blank" rel=“noopener”} (free up to 500 contacts) or Brevo{:target="_blank" rel=“noopener”} for managing your mailing list.
  • Social management: Meta Business Suite{:target="_blank" rel=“noopener”} to post simultaneously on Instagram and Facebook. Buffer{:target="_blank" rel=“noopener”} or Later{:target="_blank" rel=“noopener”} for scheduling content in advance.
  • Web: An event page or section on your website with all the information in one place. People need one link to share — not a copy-paste of details in every story.

Ressona supports artists in building long-term communication infrastructure: website, visual identity, press kit and social media strategy. If you have a premiere or event coming up, contact us and we’ll look at where to start.