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A press release alerts the media to an event and possible story. It is used to stimulate editorial coverage. It is for media use only and not for public distribution. It should contain the following info:
- Who is involved?
- What is the work about?
- Where is it happening?
- When it is happening?
- Why is your show important and unique or different from all other productions?
STRUCTURE
- A press release should have a beginning, middle, and an end.
- "For Immediate Release: (date)" should appear at the top of the release.
- "Media Contact: Name and Phone Number" can appear at the top or bottom of the release.
- Create a headline/title that will attract the media's interest.
- First paragraph should include the name of the choreographer/collective/company, the title of the work, dates, times, and performance venue.
- Include a paragraph about the work.
- Include a paragraph about the choreographer/collective/company.
- Include a paragraph that mentions all the artistic and design credits.
- Close with a paragraph that includes ticket prices, box office phone number and the full address of your venue.
- Include a -30- at the end of your release; it is journalistic shorthand that signifies the release is finished.
TIPS!
- Have someone proofread the copy to make certain your message is clear. Check for typos! The media won't tolerate them.
- Use bold, italics, and underlining to highlight key information.
- Visuals help stimulate interest. If you have desktop skills or know someone who does, use the same image in your poster and flyer for your press release. Otherwise include a flyer with every release you send to the media.
- Use letterhead.
- Media find it particularly helpful when you suggest story ideas or interview possibilities for your show on paper. Allow them enough time to think about it before talking to them. See What is an Ideal Publicity Plan?
- Sending your press release out two weeks before your show is too late.
Article originally contributed by Myles Warren
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