How do you create a compelling press release and media kit for your theatrical production?

1 Press Release Basics

A press release is a short and concise document that announces your production to the media and invites them to cover it. It should include the following elements: a catchy headline, a summary of the main points, a quote from a key person involved, the details of the show (dates, times, venue, tickets, etc.), and a boilerplate with your contact information and background. A press release should be written in an inverted pyramid style, meaning that the most important information comes first, and the less important details follow. A press release should also be formatted properly, with double-spaced lines, clear paragraphs, and a standard font.

2 Media Kit Components

A media kit is a collection of documents and materials that provide more information and resources for the media and the public. It can include the following components: a press release, a fact sheet with key facts and figures about your production, a bio sheet with short bios of the main cast and crew, a photo gallery with high-quality images of your production, a video trailer or teaser with clips of your production, a press clippings folder with previous media coverage of your production, and a social media folder with links to your online platforms and hashtags. A media kit should be organized and labeled clearly, and available in both digital and physical formats.

3 How to Write a Catchy Headline

The headline of your press release and media kit is the first thing that the media and the public will see, so it needs to grab their attention and make them want to read more. A catchy headline should be short, clear, and relevant, and convey the main benefit or value of your production. It should also use active verbs, specific details, and emotional words that appeal to your target audience. For example, instead of writing "New Play Opens at Local Theater", you could write "Award-Winning Playwright Brings Hilarious Comedy to Local Theater" or "Local Theater Presents Powerful Drama About Social Justice".

4 How to Use Quotes Effectively

Quotes are another way to add interest and credibility to your press release and media kit. Quotes can come from various sources, such as the director, the playwright, the actors, the critics, or the sponsors of your production. Quotes should be relevant, authentic, and engaging, and support the main message of your press release and media kit. They should also be attributed properly, with the name, title, and affiliation of the person quoted. For example, you could use a quote from the director to explain the vision and inspiration behind your production, or a quote from an actor to describe the character and the performance.

5 How to Distribute Your Press Release and Media Kit

Once you have created your press release and media kit, you need to distribute them to the media and the public in order to generate exposure and interest for your production. You can use various channels and methods to do this, such as email, social media, websites, blogs, podcasts, newsletters, flyers, posters, or word-of-mouth. You should also tailor your press release and media kit to different types of media outlets and audiences, such as newspapers, magazines, radio, TV, online platforms, or niche publications. You should also follow up with the media after sending your press release and media kit, and offer them interviews, previews, reviews, or tickets.

6 How to Measure Your Results

The final step in creating a compelling press release and media kit for your theatrical production is to measure your results and evaluate your effectiveness. You can use various tools and metrics to do this, such as web analytics, social media analytics, media coverage reports, ticket sales reports, audience feedback surveys, or awards and recognition. You should also compare your results with your goals and objectives, and identify what worked well and what can be improved for your next production. By measuring your results, you can learn from your experience and optimize your press release and media kit for future success.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?