[6] Getting media coverage for your music education and community music work – with Penny James, Cardiff-based media publicist

In this episode, I’m talking with Penny James, Cardiff-based freelance press and PR specialist who’s held PR Manager roles with organisations such as Welsh National Opera and St David’s Hall, and has gained national and in some cases international coverage for Wales Millennium Centre, Music Theatre Wales, Black Rat Productions, Artes Mundi and many others ||| We talk about * how to prepare for approaching journalists * why you need a content calendar and a media toolkit and what they contain * thinking creatively about where you place your stories * the importance of documenting your work * preparing a press release * what you can create or prepare for print, radio and TV journalists * nurturing relationships * whether exclusives are a good thing * how education/community departments can get gain support from their marketing departments * the importance of personal stories.