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I can't afford a publicist! If you decide to do your own media relations, make a Publicity Plan that starts no less than three months before the performance. Include mailing the press release to media, ad placement, media calls, interview requests, photo calls, media kits and more. Budget for mailing costs, graphic designer fees, printing, advertising, photography and promotional kits.
What is a press release? Media relations are introduced by a Press Release. A Press Release should be brief, about one page, and include the story of your performance, revealing the story that the journalist may want to report. It must include information about the venues, date(s) and time(s) of the performance/event.
What's next? Develop a Media Kit. Then make your media calls one week after you've mailed your release. Before you call, think about what is unique about your production. You will not always reach the media on your first call. Leave a message indicating who you are and why you are calling. Try again within two or three days. Don't overdo it by calling them every day.
Designate one media contact to handle all calls, as the media do not appreciate dealing with several different people in the same show. If you are only available a certain part of the day, specify the times on the release and use an answering machine to collect messages at other times. Be sure your machine has an appropriate business-like outgoing message recorded.
Be prompt in returning journalists' calls. They are often on a deadline and need a response in a hurry.
When the journalist chooses to interview you or comes to review the work, give them your Media Kit. If you do receive an interview request, remember that a journalist's responsibility is to their listeners/readers/viewers and not to the artist. They are not there to sell your show -- they can help but it's your responsibility to promote yourself.
TIPS!
- Think of five good reasons why a journalist should cover your performance -- angles that are intriguing. Or in media lingo, what's the hook?
- Your time will become very restricted if you are performing, choreographing and producing your show. You may want to hire a publicist to do some of this work.
- Do not miss or forget media interviews. The media has a long memory.
- Mail or courier photos to photo editors of publications three weeks in advance. They may be used to accompany your listing. If your show is reviewed, send your photos to the photo editor the day before by courier with a note indicating the name of reviewer and the date of the review.
- If you are restrained by a tight budget, send photos directly to the photo editors. Do not give them to the writers/reviewers unless they have specifically requested this.
Article originally contributed by Keith Cole
LINKS:
Theatre Ontario
See - For Immediate release
www.theatreontario.org/content/publications.htm
RESOURCES:
DUO's Media List
Available for purchase at DUO
DUO's Publicist List
Available at DUO
MEDIA-DANCE Symposium Proceeding. Regroupement des professionels de la danse du Quebec: Montreal, 1989.
Available at DUO Library
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