Laraine Penson

Laraine Penson

Laraine is Director of Communications at Northern Ballet, a national touring ballet company based in Leeds. Her role covers all aspects of communication and brand management for the Company’s extensive artistic programme and national tour, education and training, fundraising as well as its headquarters. She works with a broad range of partners and takes the lead on lobbying and advocacy as well as business development for Northern Ballet’s conference and events offer. Prior to this role Laraine was Head of Media & PR at Northern Ballet. She was Press Manager at Laban contemporary dance school in London, overseeing the press for the organisations move to and opening of its new building, its Stirling Prize for Architecture award, the merger with Trinity College of Music and a change of Directorship. Laraine holds a BA (Hons) Dance degree and an Advanced Certificate in Public Relations. Laraine was Information Officer at the National Resource Centre for Dance then took a year out to travel before returning to the UK to continue her career as General Manager at East London Dance. Laraine lives in a village between Huddersfield and Halifax with her husband and two children. She has a love of the countryside and enjoys running, swimming and walking in the great outdoors.

The Digital Dilemma

Over the past few years Northern Ballet has been doing quite a lot of digital communications activity and it has become an integral part of our campaigns. We’ve found it really effective in finding new audiences, developing a more direct relationship...
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