The Muster
rodeo & country music festival
Delivering confident communications for a major public event
The Muster is a large-scale rodeo and country music festival requiring a balanced communications approach that addressed public safety, reputational risk and community expectations.
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As Communications Specialist, I led end-to-end communications for the event, including pre-event promotion, influencer engagement and broadcast media activity. I managed artist liaison and coordinated content capture across performances and key moments to support pre-event, live and post-event storytelling.
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Given the high-risk and potentially contentious nature of rodeo activity, I developed and implemented a crisis communications and risk plan, including messaging frameworks and escalation pathways. During the event, I managed media on site and oversaw real-time issues management, ensuring incidents were handled in line with agreed protocols.
IMPACT
The event received strong attendee feedback, generated high-quality owned content and achieved positive regional media coverage, with incidents managed effectively in line with the crisis communications plan.