What Goes in a Tour Press Kit—and Why It Matters
Whether you’re hitting the road as an independent artist, speaker, or author, one thing is certain: media coverage doesn’t just happen—it’s planned. A strong tour press kit is one of the most powerful tools you can have to get press, attract sponsors, and make your tour memorable in every city.
But what exactly should go in a tour press kit—and why does it matter?
Let’s break it down.
1. A Strong Artist or Speaker Bio
Your bio is your intro. It should clearly communicate:
- Who you are
- What you do
- What makes you unique
Keep it short (1–2 paragraphs), but impactful. Include key milestones, past media coverage, or high-profile performances. This helps journalists quickly understand why you matter and why their audience will care.
2. High-Resolution Photos
Professional, high-quality images are a must. Include:
- A vertical headshot
- A horizontal promo shot (for banners or blogs)
- At least one lifestyle or performance image
Media outlets may use these photos in features, event listings, or social posts. Make sure they’re high-res (300 dpi) and captioned with your name and photographer credit.
3. Tour Dates and Cities
List your full tour schedule, including:
- City + State
- Venue Name
- Date + Time
- Ticket or RSVP links (if available)
You can include this in a branded PDF or Google Doc. This allows media in each city to know when you’re coming and gives them time to plan coverage in advance.
4. A Media Pitch or Press Release
A polished, well-written press release or short pitch paragraph should:
- Introduce your tour
- Highlight why it’s newsworthy
- Mention any unique elements (e.g., charity tie-ins, exclusive experiences, collaborations)
This is the part that editors and producers use to decide whether your story fits their coverage goals.
5. Links to Music, Work, or Social Media
Make it easy for the press to hear, watch, or follow you. Include clickable links to:
- Spotify, Apple Music, or YouTube
- Your official website
- Social media handles
- Past interviews or performances
This shows you’re active and gives them material to quote, share, or embed.
Why It Matters
Without a tour press kit, you’re asking media to do the heavy lifting—which most simply won’t. A press kit makes you look professional, prepared, and PR-ready. It increases your chances of getting booked for interviews, featured in blogs, and spotlighted by local news.