It's almost always a challenge to get an audience for a theatrical production, particularly if the group or production is not well known. Getting good media coverage is vital, but that can be a challenge in itself; unless it's a small community, competition for news space is fierce, and most theatre receives no coverage except for a brief listing. But a strong press release greatly increases your chances of being covered in a feature story that will help fill seats. Here are some pointers to help you craft an enticing press release.
Instructions
Write a Press Release for the Theatre
1. Follow standard press release format. There are many examples to be found in books and on the Internet. (A good one is listed below.) Essentially, you want the release date at the top: write, for example, FOR IMMEDIATE RELEASE or FOR RELEASE JAN. 1, 2010. Also list contact information. Then comes a title, followed by the body of the press release. All of this should fit on one page if possible; additional background information may be included in separate articles as part of a total promotional packet.
2. Before you begin writing the text body, you might want to make up a "dummy" release by filling in the pertinent information in the proper format, leaving a space for the body so you can see the maximum space it can fill. This may help you to be succinct.
3. Make a list of the essential points to cover. In other words, just answer the questions who, what, when, and where. If appropriate, also include the how and even the why of the show. Now you have the information you want to include in the press release.
4. Look for an angle. Why would the general public be interested in attending your production? Does it deal with an issue of concern to them? Does it relate to a news story that would be familiar? Remember that many people need a better reason to attend theatre than just the prospect of seeing a good show. Try to see through the eyes of the casual reader of a newspaper or viewer of TV who is not a regular theatre patron.
5. Write the body of the release, incorporating all the information and "selling points" you've listed. But be as brief and to the point as possible.
6. Write a title for the press release that makes the editor want to learn more. It's a good idea to do this last because you will have a better grasp of the event and promote it. Don't be cute, overly clever, or misleading. But do be arresting. Write a title, for instance, that asks a question or states a startling fact. It's okay to include a subtitle to clarify the nature of the event.
Tags: press release, press release, Press Release, Press Release Theatre, Release Theatre