Starting with why
I couldn't finish writing this press release about upcoming Bach's music concert of an organist, flutist and vocalist in my church. The organist only sent me their program, photo and some thoughts about the reasoning about this concert. I will wait for her to also send me short artistic bios of all 3 performers.
She wrote to me that they hope the colorful and majestic Bach's music will touch listeners ears. This is of course true. But I'm hoping she will also write why she thinks his music is colorful and majestic. It would be good for press release.
In general when writing press releases it's good to answer who, what, where, when, how and why about the concert, performers, music, instrument, composers etc. To tell a little story is even better.
But always start with why. Without it, people will have no reason to come.
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You are right, you need to convince and interest the audience, this is the most important thing before the concert