What does a Tour Publicist do?
A type of publicist, the tour publicist specializes in promoting interest in and drawing attention to an act's live shows. Like a more traditional album-oriented publicist, the tour publicist typically kicks off a promotional campaign by crafting a media release and reaching out to local and national music journalists to secure an advance story or review. From there, however, the job branches off.
At a Glance
Tour publicists usually build experience in music publicity, public relations, journalism, digital media, or artist communications before taking responsibility for tour campaigns. Entry-level agency, label, promoter, or entertainment-company roles can lead to senior publicist positions; experienced specialists may focus on high-profile national or international tours.
Internships are the way to go when trying to break into the world of publicity, and many public relations companies offer development programs for students and recent graduates. Aspiring publicists can also promote friends' shows to gain publicity experience, or they can contribute to a music blog to hone writing skills.
- Media relations
- Written and verbal communication
- Writing press releases
- Social media management
- Public speaking
- Experience with touring
- Networking
- Flexibility
- Problem-solving
Flexibility and problem-solving skills are key for tour publicists, who work in a fast-paced and unpredictable environment. When a radio appearance is double-booked or a key journalist doesn't show, tour publicists must make quick changes to ensure the band doesn't lose momentum for the night's show.
While musicians have their fair share of downtime on tour, there's rarely a dull moment for the tour publicist. In the weeks and months leading up to a tour, publicists work the phones and email like crazy, setting up as much media coverage and as many promotional opportunities ahead of time as possible.
