I put it out there a few weeks back about what kind of blogs people wanted to see. Well I got a few answers back and public relations won out this time so here goes! I used to work a 9 to 5 job working marketing, advertising and public relations in Los Angeles so I’m going to give you a little bit of advice on things you can do to improve your PR. Now PR is one of those things that changes from town to town Los Angeles is going to be much different than Cedar City, Utah. But some of the PR principles still remain the same.
If You Don’t Have Anything to Say Don’t Say it at All:
Magazines, newspaper, online media they like interesting, sexy and bold. Be careful of putting too much PR out there, meaning writing a press release every week announcing just your weekly shows because you will become a nuisance to the editor and you will begin to get ignored. If you’re going to do a press release it has to be a news worthy story or something special. Always look at it from the point of view of the media you’re pitching to, they have subscribers that pay often times or advertisers they have to sell to so they have to have great stories that keep people coming back and they have to offer things to their readers. They’re not going to just print “Random Team has Another Weekly Improv Show.” Think about it, if you want to get attention from the media make an event out of it. Do you have local celebrities playing? Is it an improv festival your throwing? Are you throwing a benefit for the community? It has to be press worthy.
The Unfortunate Real Deal in Press:
So, the real deal. The reason why some companies get stories all the time to media outlets is usually because they buy advertising in that certain magazine or online outlet. I know it’s shitty, but it’s true. When I worked in PR we would buy ad space in every trade magazine, newspaper, online media etc. What did that mean? They would offer us interviews, stories and even cover stories as part of the package deal for advertising in them for a year. Now does that mean you can’t still get press no but it makes it way easier. I always say buy advertising if you can, you don’t have to spend $10,000 but get yourself listed or buy a small add with your local paper or community magazine. Then you have a relationship with them and then you can start getting some leverage. If you’re a theater, improv troupe or festival I’d highly recommend you put aside some of your budget to do this. Just make sure you track your results, which is a whole other blog I need to write, so you know what your spending is working. Meaning did you get audience or maybe you got some PR out of it, maybe even a relationship out of it?
Like a Moth to the Flame – Have Them Come to You:
Have an event! Start an improv festival or some sort of festival. Invite a local celebrity to play with your theater and see what happens. Do something extraordinary. Throw a fundraiser for your local charity. The press love these things. These are interesting, sexy and bold and will more than likely get you press. Some communities have a bunch of improv theaters and festivals. Work together to garner press, this mostly happens when a town or city runs a festival. Improv is a community that thrives on support so support each other and get together for the good of everyone and work together to throw and event or get the press to come to you. Together you are better. It only benefits you to work together for the awareness of improv.
Social Media: Your Best Friend or Your Worst Enemy
This is most improv theater or troupes way of doing PR. Why? It’s easy and free. But remember you still have readers and those readers can easily be annoyed and turn you off. Just because it’s free doesn’t mean you should abuse it. This is really the gateway to your show or theater so use it wisely. Don’t always just promote your shows. This is an opportunity to show people your brand and voice. This is a great way to show them who you are. Make your troupe or theater have a personality, give advice, give your audience something for reading. Isn’t improv all about support anyway? Know your readers and give them what they want. You want to make your reader keep you on their radar not take you out of their newsfeed. Share! That’s right share others stories and shows if you share theirs they’ll share yours! Work together. I guarantee you readers will erase you if all you do is promote shows. Offer them things like discounts and free tickets. Engage them. Don’t scare them away.
You Better Have a Good Product!
I can’t express this enough. Have a good product. Have a great show or a great night to promote. If you’re a theater you have to give the press the best night to come to or the best show you have. Don’t invite press or put out a release about some show if it’s not ready for prime time. This may be your one shot so you want to put your best foot forward.
Writing a Press Release:
When you’re writing a press release follow the advice above before you write. Now when you write this it better have no mistakes and be written as if it will be copied and pasted into the media outlets you’re throwing them out to. That’s usually what happens, they either take the whole thing or parts of it and slap their name on it. But that’s what you want! If there are mistakes it will look amateur and tossed away. If you have someone with experience in your theater or group have them do it. Your press release is not the only one they’re getting that day so make it stand out.
How Can I Learn More About This? – NIN Improv Summit at Camp Improv Utopia:
The National Improv Network will be hosting the Improv Summits at Camp Improv Utopia in Pennsylvania and California in 2014. Camp gets theaters and improvisors together from all over the US and even outside the US. Improvisors come from all walks of life and it brings together experts in the legal world, marketing, PR, improv directing and more! If you want to learn more about this and learn how to better your theater, your improv, work on press releases and more check it out and come we’d love to have your input, ideas and help you out.
In The End:
Don’t rely on PR. Don’t rely on the press. This is just one plan of attack to bring awareness to your team or theater. Public Relations is always tricky and experimental. Sometimes you just have to put things out there and see what sticks. Just be careful what you’re putting out there. Every place is different and you have to really learn and research how your press works. See what stories they do, research and see who their editors are and most importantly know your audience and give them a show they won’t forget because your best PR is the people sitting in the audience watching your show. Best of luck and please comment if you have anymore suggestions or questions.
Nick Armstrong
Nick is Camp Director and Founder of Improv Utopia an improv retreat for grown ups in California and Pennsylvania, a 501(c)(3) Non-Profit company that gives back to the improv community. He is also one of the founding members of the National Improv Network. We are always looking for better ways to serve the community. Drop us a line and let us know what you want! To e-mail nick e-mail nick@nationalimprovnetwork.com. For more information visit: http://www.nickarmstrong.com or http://www.improvutopia.com
