Archive - MacAllen's Theater GUide

Getting Publicity for Your Show

Publicizing your show is as important as memorizing lines. Without the right publicity, no one will attend. Begin by compiling a list of local newspapers, especially weeklies. Find out if the larger papers have an arts or culture section, and get the proper contact information for the editor. In addition, cable companies often operate local access channels. In some cases municipalities will provide free announcements to community groups.

Once you have a compiled media list, you need to put together a press packet. Press packets should include the following: a press release including background information; contact information; performance dates; high quality digital or printed photographs. A good press package can easily fit into folders or a small binder. If your theater organization is permanent, the community theater should have existing press packets prepared and new show information can simply be inserted.

Writing a Press Release

A press release is not the great American novel; anyone is capable of writing one. Include a heading—"Community Theater Name to Produce The Name of the Show". Below this, include a date, the name of a person to contact, and a phone number.

In the body of the release, briefly mention the cast, a brief summary of the show, interesting facts about the production, and facts about the theater.

Once your packet is complete, distribute it to your media list and call the editor or reporter to follow up. Lightly prodding them to write a story can be helpful, but never become angry if they don’t; you need them more than they need you. Cultural editors may be willing to do a human interest story, but not if you come across as uninteresting.

Another way to try and generate interest in your show is to have a reviewer’s night—usually the final dress rehearsal. Invite the reviewers from your media list for free; let them watch the final dress rehearsal which should run like the opening night performance. Another way of generating interest is by inviting the business owners who have advertised in your playbill. Not only will this create the effect of an audience for the reviewers, but these people—presumably members of the community—can help generate buzz about the show. In either case, if you invite the press and advertisers to the final dress rehearsal, make sure its going to performance quality: reviews can be critical.

For the most part, this is as extensive as free publicity will get you. The next step is paid publicity. Begin by creating a flyer or posters to advertise your show. Include the names of lead or prominent actors, show dates, ticket prices, and contact information. Simple flyers can be created on a desktop computer and printed in color or black and white ink. Professional printers may be able to print in bulk—but less than a few hundred will not be cost effective.

Creating posters is only the first step. Finding locations to hang them can be difficult. Check local ordinances first, but in most cases, larger communities will have public places for hanging announcements and flyers. After the public areas are wallpapered, try local businesses. Start with businesses that have bought advertisements in your program, but don’t be limited by these. Businesses that are privately owned are more likely to hang up a sign too. Have actors and production members bring flyers or posters to their place of business to hang in employee lounges.