How to Publicize Theater Events
Handling Publicity Campaigns for Plays, Concerts, Shows and Recitals
Jun 29, 2009
As soon you begin to put together a performance, you should be thinking about ways to publicize your event. If possible, assign one individual the role of "Publicity Manager." They should be the director of, and contact person for, all publicity related issues. Use the following tools to publicize your event:
Theater Press Releases
Press releases are sent to newspapers and other relevant organizations to be included in their features and/or arts sections. Press Releases should be sent six to eight weeks before opening night.
- Call local newspapers and ask who and where to send theater press releases. They will often give you the name and email address of their features editor.
- Make a news release list with contact information. Update at least once each performance season as newspaper positions change often.
- Prepare and send a single page press release for each event with the following information:
- Release date, media contact information, and theater name, address, and phone number
- Title of event, writer/creator of event, director of event, and brief summary
- Date, time and location of the event, ticket prices, reservation information, box office contact
Public Service Announcements are sent to local radio or TV stations to promote your production. They are an abbreviated version of press releases. PSA should run two weeks before opening night until the end of the event. Send PSA four to six weeks before opening night.
- Contact local radio and tv stations and ask who and where to send your PSA. The information will vary with each organization.
- Make a PSA list with contact information. Update at least once a year.
- Prepare a single page, print and email PSA for each event which contain the and actual wording for the spoken announcement. Send according to each organization's specifications.
- The spoken announcement should include the name of the theater, title, playwright, one sentence summary, date and time of event, ticket prices and box office number. Bold the keywords.
- Aside from the spoken announcement the PSA should include the media contact name and number, start and stop date, estimated time of PSA and phonetic pronunciations for any complicated words within the announcement.
Arts Councils
Most non-profit arts councils are created to educate and promote the arts within a community and can be a valuable tool in publicizing your event to those outside your immediate area. Alert arts councils as soon as possible as some have very early deadlines.
- Perform an internet search for local, regional and state arts councils and organizations.
- Council websites will usually have an online form to submit information about your event to their calendar.
- If there is no form, email or call the organization and ask them if they would be willing to include information about your event in their newsletter or calendar listing.
Group Sales Discounts for Performances
Groups sales discounts are a great way to draw ticket sales from larger communities. Groups sales should be sent four to six weeks before opening night.
- Arrange with the theater box office to offer discounted ticket prices for large groups of individuals ordering together.
- Create a form with the relevant ticket information with any word processing program.
- Enclose the group sales information with your standard news release, and a flyer for your event. Send to local senior centers, group homes, and nursing homes.
- If you're event is age appropriate, contact local schools and youth groups that may be interested.
- Be aware that group sales with schools may require some extra work based on district regulations.
- Keep a record of group sales and contacts for future events
Theater Newsletters
If you are planning to hold more performance events in the future it's a good idea to create a newsletter, either in hard copy or for email. Newsletters should be sent at the end of a season.
- Create a form for audience members to sign up for your newsletter at performances.
- Assign individuals to write news articles on your latest theater events.
- At the end of the season, compile articles on your recent performances, awards, reviews, workshops and member accomplishments. If possible include information on your upcoming season
- Include information on how individuals can help support the theater through donations.
Extra Publicity Tips
- When sending out news releases, PSA, newsletters or other information to several individuals through email at the same time, put their email address in the Bcc: field so that recipient cannot see the other recipients of the email.
- Avoid overloading with colorful fonts and formatting. This especially pertains to emailed information.
- Proofread, double check and triple check your work. Nothing makes you look unprofessional more. than a release full of spelling and grammar errors.
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