Get PR Savvy: Theatre Timing

 

No matter what type of project you’re working on, one of my biggest pieces of advice with any savvy publicity campaign is always…START EARLY.

 

And, this is especially true when it comes to Theatre press. If you wait too late to pitch your show or story opportunity to a Reporter, then it’ll be dead-in-the-water from the very beginning – no matter how great the show is.

 

So, my PR Savvy Tip:  Start your press outreach at least 8 weeks in advance when it comes to Theatre shows. This timing may sound long, but if you can start 10 weeks from the premiere date – even better.

 

Why? Well, let me explain…

 

First, consider the number of outlets that might be interested in your new stage production. These can include outlets that are local, national and beyond; and across print, TV, radio and online. I realize this may sound like a lot of outlets, but when you start to actually creating a list…you’ll understand it’s not.

 

Over the last 10+ years, many media outlets have had to cut their overall budget. This tightening of the belt meant they were forced to reduce their staff. Unfortunately, Theatre Critics and Reporters were some of the first to be let go. So, before adding an outlet to your list…it’s important to search each possible one to confirm they’ve recently published articles and reviews about Theatre shows. If you can’t find any within the last 2 months, then they might not be covering Theatre any longer.

 

Now that you have a list of the existing outlets, determine how many actual Reporters they employ to cover Theatre in your area. Again, look for current reviews or articles written by each individual Reporter. If they have a Theatre story or review published within the last 2 months, chances are they’re still working for the outlet and you should add that Reporter to your pitch list. Of course, depending on the size of the outlet, there could be many or no one writing about Theatre.

 

With fewer outlets and even fewer Reporters covering Theatre these days, those who still are get booked up way in advance. Each person can only see one show per night, so if there’s another show or even another live event that same night…your chances for gaining coverage could be impacted.

 

Also, keep in mind that press outlets prefer to cover shows within the first two weeks of the run. They often attend a show during opening weekend and then print their story the following week. The farther along in the run you get, the less likely a Reporter is to attend and cover your show.

 

So, in order to make sure that your story idea is not dead-in-the-water from the beginning – START REALLY  EARLY.

 

THANKS!