7 Golden Publicity Tips:
You’ve crafted a killer show, rehearsed in front of your mum, sister, uncle, dog, butcher, his nephew and their goldfish. Now, you’ve registered for Adelaide Fringe 2013, ready to unveil your artistic genius to the world. Alternatively, you’ve curated or produced an event so tantalizing you can’t understand why anyone wouldn’t want to be there – they’d clearly be a nincompoop to miss it.
Now, all that’s left is to draw a crowd in…
This is where media can really help. There are 930 events showing at the Adelaide Fringe in 2013 and while they all deserve media attention, it is essential that you know how to market your show effectively to journalists and make yours stand out. Here are some tips from the Adelaide Fringe Publicity Team on how to sell your story to the media:
• Ensure you upload a Media Kit when you register on FERS. These appear on our web page that only journalists can see and encourage them to find out more about you and your show. A Media Kit usually consists of a short but succinct Media Release (see next points), and strong, clean photography (see next points.) If you need help uploading the kit, contact our Artist Services team: Eugene Suleau, Artist Services and FERS coordinator, 08 8100 2055, firstname.lastname@example.org
• A good media release is never more than one page and has a clear and strong title, conveying the points of Who, What, Where, When, Why, How Much and How Many of your event in a snappy manner.
• Borrow a pair of fresh eyes. Asking someone to read and review your Media Release and emails for spelling, grammar and appeal can help.
• Contact details should always be featured on your release – Including them makes you approachable and available to the media. Add a contact name, along with at least one phone number, an e-mail address, as well as links to any websites or social networking pages.
• Save your media release as a PDF and put your contact details into the email as well as on the press release.
• Attach a clear image to your Media Release, ideally a photograph. A strong photo will increase the likelihood of a story being published so readers immediately get a feel for the event and journalists don’t need to hunt around. It should be a JPG file and around 1.5 MB in file size to be flexible enough to be reproduced on web or print.
• Personalise all your communication to the Media. Never start an email with “To whom it may concern” (or equivalent). Never send the same media release to a variety of different media. You should target specific media organisations likely to be interested in your event. Find out what a particular organisation is most interested in and tailor each release specifically to each organisation. For instance, an arts magazine might be interested in the artistic inspiration of an event, while a lifestyle magazine will be more interested in the personal backstories of those involved. Similarly, think about the demographic of the media outlet; eg would your show appeal to an older audience and be more appropriate for 5AA than Nova? etc.
Remember, when preparing any media-related communications, always focus on why your story is more newsworthy than everyone else’s; how your story impacts on other people; and why they should be interested.
If you have any questions about how to conduct a Media Call or select the most ‘newsworthy’ angle for your event, don’t hesitate to contact the Adelaide Fringe in-house publicity team.
Don’t forget to share this guide if you know someone who you think could benefit from some publicity tips to promote their show or event!