For Glastonbury this means promoting a long history and a multi-faceted offering. 'It's not just a music gig in a field. It has worldwide impact, raises the profile of good causes and has a big ripple effect. By the time stories get to the press, it's about joining up that message,' says press spokesman John Shearlaw.
The festival has several media partners. The BBC offers 32 hours of live broadcast and 6Music broadcasts 24 hours a day. The Guardian has covered the festival for eight years and runs coverage on its site, in the paper and in a six-page wrap in The Observer.
Q magazine has a ten-year association with the festival and produces a daily newspaper for festival-goers. The two-strong press team is deluged with media calls in the run-up. Shearlaw says: 'We get enquiries all year round but they mushroom the nearer you get to the festival. The last month is a blur.'
Shearlaw says the BBC, which has reported on the festival since 1997, has played a tremendous part in the festival's globalisation. He also says the festival's website, which has had three million unique users in the past 12 months, has become an important way of getting out information. The site has received enquires from every country in the world bar two - Chad and Turkmenistan.
His advice to other festival PROs is to find and promote what is unique about your event. 'Find out the source of the energy behind the festival. Latch on to what makes the festival heartfelt. The rest is easy,' he says.