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3 - 4 MONTHS BEFORE
- Prepare publicity plan, budget and schedule.
- Write and mail Press Release to magazines. (Magazine deadlines are several months earlier than the date of issue.)
6 - 8 WEEKS BEFORE
- Design and print publicity materials.
- Prepare materials for special interest groups.
- Begin contact of special interest groups. Plan photo calls.
4 - 6 WEEKS BEFORE
- Write Press Release and mail out to general media (i.e. newspaper, radio, and television).
3 - 4 WEEKS BEFORE
- Begin distributing publicity materials.
- Prepare Media Kits.
- Begin early media calls for stories and interviews.
- Prepare ads and all copy for paid listing placements. Prepare programme copy.
2 WEEKS BEFORE
- Continue media calls.
- Place all ads for entire run of show.
1 WEEK BEFORE
- Finish publicity materials distribution.
- Finalize all media coverage, including critics attending. (Those attending should be asked if they have a seating preference.)
- Finish programme and send to printers.
3 DAYS BEFORE
- Finalize all TV coverage.
1 DAY BEFORE
- Send photos to the photo editors of publications whose critics will be attending your show.
- Prepare a lobby display.
OPENING NIGHT
- Designate reserved seating for media. (Consider sight lines and noise levels. Reviewers generally prefer aisle seats so they can dash out after the performance and write their review on deadline.)
- Set up a press table for the media. Have media tickets, media kits, and photos available. Have one designated representative available to answer any media questions before and after the show and during intermission.
2 DAYS AFTER
- Phone in review quotation to publications for inclusion in ad copy or think about designing new ads.
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