Workshop for the University of Colorado College of Music - Sept. 2012

1. Press Kits and Websites:
The Power and The Glory
Holly Hickman
Up Tempo Marketing
www.uptempomarketing.com
www.twitter.com/HollyCHickman
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2. Press Kits
 Well‐written biography (not too long)
 Consider both full and short versions of your bio
(be your own editor)
 Professional photos – both headshots and in action,
casual and formal. Get creative! (Must be
high‐resolution, 300‐dpi and somewhat recent)
 Reviews and quotes
 Audio and video content
 Press release(s), résumé, repertoire list
 Contact info
 Hard copy and electronic versions
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3. Writing Your Bio
(from Writing a Douche‐Free Bio, Copylicious.com)
Prep Tips
1. Set a timer for 30 minutes.
2. Answer the questions in a conversational style
(start with a free‐flowing brainstorm, don’t judge).
3. Let your answers sit for a while. Then bold the answers
that seem interesting, unexpected, insightful, profound,
or just plain feel like you.
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4. Writing Your Bio: 12 Questions When it becomes clear
(from Writing a Douche‐Free Bio, Copylicious.com)
that no one else shares
your level of passion,
1. How did you arrive at this business?
What path brought you here? you are where you belong.
2. What are you known for professionally? ~Placido Domingo
What do you have a knack for?
3. Who have you worked with in the past?
And what have you done for them?
4. What are you most passionate about professionally?
What most excites you about your work and the
contribution you can make?
5. What are you passionate about personally?
What do you really enjoy? What can’t you stop talking about?
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5. Writing Your Bio: 12 Questions
…continued
(from Writing a Douche‐Free Bio, Copylicious.com)
6. Where can we find you when you’re not working?
What’s your favorite way to spend a weekend or a
Sunday afternoon?
7. How long have you been doing what you do?
8. Where did you grow up and why aren’t you there now?
9. Any nonprofits you love and why? Volunteer activities
you’re crazy about?
10. Any awards or medals?
11. What would be impossible for you to give up?
12. How do you want to be remembered?
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6. Writing Effective Press Releases
1. Create your own letterhead/logo
2. Keep it short (1 to 1.5 pages if you can)
3. Include contact info, headline, sub headline
4. Answer who, what, when, where and why
5. Include pullquote(s)
6. Include links
7. Boilerplate ‐ short “About Us” paragraph at the end
8. Consider multimedia services like PitchEngine (track stats,
embed multimedia, tag content, drive traffic to your website,
Facebook integration, and other benefits)
9. Create a media list with all contact info and preferred format
for materials
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7. Web Content Management Systems
(CMS)
• Wordpress
• Joomla
• InstantEncore.com
• Benefits include template designs, browser
interface (anyone can update), modules and
plug‐ins to enhance functionality, either free or
inexpensive
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8. Criteria for Websites
• Easy to navigate
• Easy to keep updated
• Easy to add functionality
• Utilizes dynamic content
• Content is easy to share
• Reflects your unique brand
• Provides a central clearinghouse for all online
information about you – “a circle of stones”
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9. Print/
Circle
e‐brochures
TV/radio Direct mail
of
Stones
Social Media
Blogs
Web &
Facebook Web Site e‐mail
Twitter campaigns
YouTube
Other
Videos/
podcasts/
Online
mobile/ fundraising
live
streaming
Public
relations
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10. Website Examples
• Michael Christie – music director‐conductor
www.michaelchristieonline.com
• Michael Samis – cellist
www.michaelsamis.com
• Greg Sandow – classical music consultant, writer,
teacher, composer, thought leader
www.gregsandow.com
• Boulder Philharmonic
www.boulderphil.org
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