How do you create buzz for your show with media relations and press releases?

2 Create a media list

Once you have a list of potential media outlets, you need to narrow it down and create a media list. A media list is a document that contains the contact information and details of the journalists, editors, producers, or hosts who are most likely to be interested in your show. You can use online tools, such as Hunter, Voila Norbert, or Email Finder, to find the email addresses and phone numbers of the media contacts. You can also use social media platforms, such as Twitter, LinkedIn, or Instagram, to follow and interact with the media contacts and learn more about their interests, opinions, and personalities. You want to create a media list that is tailored, targeted, and updated.

3 Write a press release

A press release is an essential written document for summarizing the key facts and highlights of your show, as well as why it is newsworthy and relevant to the media outlet and its audience. You can use online tools, such as PRWeb, PR Newswire, or EReleases, to write and distribute your press release to your media list. Additionally, you can use the following format when writing your press release: a catchy and concise headline that captures the attention and summarizes the main point of your show; a subheading that expands on the headline; a dateline that indicates the date and location of the release; an opening paragraph that answers the who, what, when, where, why, and how questions about your show; a second paragraph providing more information about your show; a third paragraph including a quote from a key person involved in your show; a closing paragraph that provides practical information about your show; and a boilerplate containing a brief description of your theater company.

4 Pitch your show

Crafting an effective pitch is essential when introducing your show to the media contacts on your list. Utilize online tools such as Mailchimp, HubSpot, or Pitchbox to create and send your pitch emails and track their performance. When coming up with a subject line, make sure it's clear and catchy, summarizing your show and sparking curiosity. Address the media contact by their name and demonstrate that you understand their work and outlet. Explain why your show is relevant and interesting to their audience and how it fits into their editorial calendar and beat. Highlight the main points and benefits of your show, providing a link to your press release or attaching it as a PDF file. Include a compelling visual such as a photo, video, poster, or logo that showcases your show and captures attention. Make sure to provide a clear and specific ask such as an interview, review, feature, or mention with a suggested deadline or timeframe for coverage. Finally, thank them for their time and attention before following up until you get a response.

5 Build relationships

The last step to create buzz for your show with media relations and press releases is to build and maintain relationships with the media contacts who cover your show or express interest in your show. You can organize and manage your media relations activities and tasks with online tools, such as Asana, Trello, or Airtable. Additionally, strategies to build relationships include expressing gratitude and appreciation to those who cover your show or respond to your pitch, sharing and promoting their coverage of your show on your website or social media accounts, providing them with exclusive access or information about your show, engaging with them on social media platforms, offering them value and support, and staying in touch regularly and respectfully until your show is over.