Have a story
Media covers stories, not events. A first-of-its-kind format, a notable lineup, a cause, or a community angle gives them a reason to write.
Target the right outlets
City supplements, local news sites, 'things to do this weekend' roundups, newsletters and local creators. Find the person who writes the listings and pitch them directly.
Send a tight pitch
Three short paragraphs: what it is, why it's interesting now, and the essentials (date, venue, price, link). Attach two good photos.
Time it
Weekend roundups are usually planned days in advance. Pitch one to two weeks out and follow up once.
Offer access
A couple of passes for a writer or creator, and an interview with the organizer or lead performer, make coverage easier to say yes to.