What are the best ways to communicate with the press during a theatrical production?

1 Know your goals

Before you reach out to the press, you need to have a clear idea of what you want to achieve. Do you want to get reviews, interviews, features, or previews? Do you want to target local, national, or niche outlets? Do you want to focus on the artistic, social, or commercial aspects of your production? Having a specific and realistic goal will help you craft your messages and pitch your stories to the right journalists.

2 Create a press kit

A press kit is a collection of materials that provide essential information about your production to the press. It usually includes a press release, a synopsis, a cast and crew list, a director's statement, a production history, high-quality photos, videos, and contact details. You can create a digital press kit and send it via email or a link, or a physical one and mail it or hand it out at events. A press kit should be concise, informative, and visually appealing.

3 Build relationships

Communication with the press is not a one-way street. You need to build trust and rapport with the journalists who cover your field and genre. You can do this by following their work, commenting on their articles, sharing their stories, and sending them personalized emails. You should also be responsive, respectful, and courteous when they contact you or request an interview. Don't spam them with irrelevant or repetitive messages, and don't expect them to cover your production just because you asked.

4 Use social media

Social media is a powerful tool to communicate with the press and your potential audience. You can use platforms like Facebook, Twitter, Instagram, or YouTube to share updates, behind-the-scenes photos and videos, testimonials, and teasers. You can also use hashtags, tags, and mentions to attract attention and engage with journalists and influencers who might be interested in your production. Social media can also help you create a community of fans and supporters who can spread the word about your show.

5 Monitor and measure

Communication with the press is not over once your production opens. You need to monitor and measure the results of your efforts and see how they affect your attendance, reputation, and feedback. You can use tools like Google Alerts, social media analytics, or media monitoring services to track the coverage and mentions of your production. You can also use surveys, polls, or feedback forms to collect data from your audience. This will help you evaluate your strengths and weaknesses and improve your communication strategy for future projects.

6 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?