Inside the Committee: The PRO

Selling the Story, Not Just the Concert

In many choirs, the Public Relations Officer is the person who looks after social media, writes the occasional press release and remembers to post a concert poster on Facebook.

While those tasks are certainly part of the role, they do not come close to describing its true purpose.

A good PRO is not primarily responsible for publicity.

A good PRO is responsible for reputation.

This distinction is important because publicity is something a choir does occasionally. Reputation is something a choir builds continuously.

Most choirs become highly visible in the weeks leading up to a concert. Social media activity increases, posters appear, tickets go on sale and a flurry of promotional messages is released. Then, once the concert is over, the choir often disappears from public view until the next event approaches.

The most effective PROs understand that audiences are not built in the fortnight before a performance. They are built through consistent communication over months and years.

People rarely attend concerts because they happen to see a poster.

More often, they attend because they feel connected to an organisation. They recognise its name. They understand its purpose. They know somebody involved. They have followed its journey and become invested in its success.

That connection is created through storytelling.

Every choir has stories worth telling. There are new members joining for the first time, long-serving members celebrating milestones, competitions being prepared for, commissions being rehearsed, community partnerships being developed and achievements being celebrated. These stories help people understand the organisation behind the concert.

The PRO's role is to bring those stories to life.

This requires a different mindset from simply advertising events. Concert promotion focuses on what is happening. Effective public relations focuses on why it matters.

A choir that communicates only when tickets are available is asking people to buy before they have built a relationship. A choir that shares its journey throughout the year creates familiarity, trust and interest long before concert day arrives.

The role also extends beyond external communication.

A choir's reputation is shaped by every interaction it has with the public. How enquiries are handled, how new members are welcomed, how social media comments are answered and how relationships with venues, sponsors and community partners are managed all contribute to the public perception of the organisation.

Strong PROs recognise that branding is not just a logo, a colour scheme or a poster template. It is the consistent presentation of the choir's values, personality and purpose across every platform and every interaction.

Increasingly, the role also involves understanding audiences.

The most effective PROs pay attention to what content resonates, where audiences are coming from and how people engage with the choir. They understand that communication should be informed by evidence rather than assumptions. A choir that understands its audience can communicate far more effectively than one that simply broadcasts information and hopes for the best.

Importantly, a good PRO does not work alone.

The richest content often comes from choir members themselves. Rehearsal photographs, concert experiences, personal stories and musical achievements all help create a fuller picture of choir life. The PRO's role is often to identify those stories and present them in a way that engages others.

Perhaps the greatest misconception about the position is that it is a marketing role.

In reality, it is a leadership role.

The PRO helps shape how the choir is perceived by members, audiences, potential singers, funders and the wider community. Over time, those perceptions influence attendance, recruitment, sponsorship opportunities and organisational growth.

Concerts may last an evening.

Reputations are built over years.

The PRO's responsibility is to ensure that reputation reflects the very best of what the choir has to offer.

Three Questions Every PRO Should Ask

Are we telling the story of the choir, or simply advertising concerts?

Would somebody who follows our communications understand who we are and why we exist?

Are we building relationships with future audiences, or only communicating with current ones?