My New Play: Play Writing Tips and Theater Publicity Secrets.

Creating Your Media Contact List

One great way to find print media contacts is to purchase or pick-up local newspapers and free weeklies. For TV and radio, a friend recommended I check out the "Broadcasting and Cable Yearbook," but when I looked for this resource at my local library, they did not have it. What they did have was the "Gale Directory of Publications and Broadcast Media" and the "News Media Directory." Both these books are wonderful resources and full of information--maybe TOO full.

So, how many media contacts do you need?

Start with your own personal 25. Capture information from some of each: newspapers, magazines, television, radio and internet. Put that information in a contact manager like Outlook, your telephone, or even your on-line Yahoo! or Google contact manager. Then start calling and pitching! You'll learn more from pitching 25 local outlets than dreaming about 25,000 national contacts.

Get going. What are you waiting for?

Shoot a Theater Commercial

Here is a funny little video I found on YouTube. It was not written to promote a play, but it does show what you can do with one shot, two actors and a little bit of technology. Enjoy. I'd love to have a silly spot like this promoting one of my plays.

Beyond the Press Release

Of course, you can always write and send a press release, but did you know there are two commonly used alternatives to news releases?

The Announcement

Not really a news release, this is more of an bulletin that something important is happening or someone important is coming and has an interesting story to tell. Here is a fictional example:

• Rodney Robbins, the world famous Singing Playwright, will visit Bouvet Island for three days in January. Robbins, the author of the musical comedy "Big Feet, Big Love," will be studying volcanoes and doing research for an upcoming steamy romance set here in Norway. He will be staying at The Ice Dome Inn and available for interviews on Friday. Contact Fleet O. Foot, Robbins' assistant, to schedule your interview.

The Q&A

If you have something to say, but aren't comfortable writing slick, catchy news releases, try writing in a simple question and answer format. Here is what it might look like:

• Q. So, Rodney Robbins, how do you manage to write such charming plays while working full time and struggling with three chronic illnesses?
• A. My energy reserves are very low, so I just try to take one step forward every day. Maybe today I'll start writing scene cards. I might not finish them until tomorrow. The next day, I'll play with the order of scenes. I figure there are 250 work days in the year, so in a year's time, I can move 250 steps closer to reaching my goal. 

Put together 5-7 good questions and answers, each with a pithy quote or interesting story, and you will not only have a good "sales piece" to send to local media outlets, you'll also be better prepared for media interviews.

You can always use press releases (or news releases, same thing), but you can also mix it up with announcements and Q&As. Good luck. I hope this is your best year ever!

Any Excuse for a Press Release

Since the audio CD for my new musical is just about done, I'm starting to think more and more about publicity. You? Here are some headline ideas I might use--you are welcome to steal them and adapt them to YOUR new show or straight play.

• The Five Things I Learned Writing my New Musical (These could be any of a dozen things I've learned. What did YOU learn doing your last show?)
• It Ain't Porn Till the Audience Says It's Porn (My warmhearted show is about a porn star and people love to talk, and argue, about sex.)
• Local Author Writes "Big" Musical (The title of my  show is "Big Feet, Big Love." Can you play off the title of your new musical?)
• How to Get Things Done--Even When You Feel Like Crap (I live with 3 chronic illnesses. What hardships have you pushed through in your writing, acting or directing?)
• How to Write a Musical Without Lifting a Finger (I found a breakthrough secret for "writing" the music for my show. You know secrets too!)
• Singing Playwright Offers Master Class (I probably won't do this one, but lots of you could offer an interesting theater themed class, seminar or weekend retreat.)
• All the World is a Stage--and Every Job Applicant is an Actor (I'm dying to pitch a how-to article or class combining theater skills with the bad economy. What angle could YOU use?)

Press Release Optimization Part 1 of 5

How can you get the most from your press release? By optimizing your media contact list. You don't need a huge list. You can do a lot with 10-25 media contacts. Why so few? People like to do business with people they know. It's hard to get to know 10,000 media contacts. I'm not saying you would never use a media fax broadcast. I'm not saying don't build a big e-mail list. I am saying it is easier to stay in contact with 10-25 great media people than 100-250 folks.

Who Should be on Your Press Release List?

Certainly the local papers. Newspapers aren't dead yet and they are extremely local, just like theater patrons. Most areas also have weekly and monthly papers that need stories, editorials, controversies and photos. You local radio DJs should be on the list. If the local radio stations have guests or any sort of talk show or call in show, you need to know who is on air and who is running the control booth. If you have a local TV station, you need to cultivate a relationship with the producers in charge of the news and any talk shows. You can find local bloggers at Blogger.com by searching for people who list your city as an interest. Of course, there is nothing wrong with staying in touch with national theater magazines. And all this schmoozing will give you plenty of practice when you have a special interest angle like pets, clowns, singers, child actors, seniors, travel, holidays and such. Go ahead and contact those special interest magazines that reach a tightly focused, but national audience.

Make List Optimization Easy

Use the phone book, the library, the reference librarian, your friends, the books store and always pick up those little news papers at your local grocery store. Smaller papers and radio stations often welcome a well written press release, pitch letter of telephone call. Just make your pitch clear and professional.

Optimization Can be Fun

I'm building my list now. It's not too hard when you enjoy talking to people. Remember, they aren't out there to help you sell theater tickets (not directly, anyway). You, on the other hand, ARE there to help them bring an interesting story to their audience. 

PS

Would you like a Media Contact Form to help you create a powerful media list? If so, use the Comments link below to tell me what you need. I'll see what I can cook up for you.

Free Media Training for Actors and Playwrights

One of the keys to being a good television or radio guest is having a point and being able to get to it quickly. Remember Rodney's Rule: The faster you can answer a question, the longer you'll be on the air. So, how do you practice this skill? Well, you could sit down in front of a camera and have a media expert coach you through the process and help you refine your message. This will cost at least hundreds, maybe thousands of dollars (a good investment if you are a national level celebrity, or hope to be one soon--here's one place to get professional media training). On the other hand, you can practice for FREE at Yahoo! Answers. 

Here's how to get started. Sign up for an account--it's free--then answer questions on any topic you feel comfortable with. Theater, acting, writing, sex, marriage, religion, politics, entertainment, child rearing, dating, math, science, astrology and so much more. But when you answer a question, try to answer it in 12 words or less. Anyone can drone on with dating advice, but keeping it short is an art form.

    "He says he loves you, but he beats you. Dump him now!"

That's 12 words and a fine TV answer or a good introduction to a longer answer on the radio. 

    "Low side motorcycle crashes are caused by too much front brake."

That's a bit technical for a general audience, but it shows a motorcycle related TV or radio audience you know something about riding motorcycles in the twisties. 

You can fill in more, if you have more to say, but only after giving the short answer first. During a live interview, of course, you would only give a longer answer if the host asks you for more or pauses--an indication for you to keep going.

This is great practice for keeping it short. It's free. Once you get the hang of it, it's easy to transfer this skill to talking about your new play, giving an opinion about the new Broadway shows, or saying why you love working with the new gamine in "Big Feet, Big Love."

So, can YOU keep your answers to 12 words or less? Give it a try today at Yahoo! Answers.

5. The Fifth Use for a Press Release

Press releases, news releases, pitch letter, pitch calls--they all boil down an idea and put it in simplest terms. Well, who else do you know who needs their information boiled down and made simple? If you said "actors," you are right!

Don't get me wrong--I LOVE actors. I've done a LOT more acting and singing than play writing or directing. I'll even admit that we actors can be a bit frazzled, especially during a show. That doesn't mean actors can't be a HUGE asset in promoting your new play, or mine. Why? Because the public loves actors. Actors are the face of the show, more so than directors and way way more than producers or playwrights. For the audience, the actors ARE the show. So, how to use that to your advantage?

Use your actors as sources for press release quotes, news release story ideas, interesting angles for pitch letters and the main topic of pitch calls. Actors LOVE this stuff. They'll eat it up, and will work very hard to look good for their public. Then you can train them, or rehearse them, on the points you have in your press release, and how these are the points you want them to work into their interviews. When you present it correctly, actors will suck this up as improvisational theater. A few misguided theater folk think all actors are ditsy, but ditsy or not, we do love to improvise around a topic.

So, if your pitch involves a candid photo caption contest, get a quote from one of your actors about their love of photography. Rehearse them on a story about a crazy/tourist/fan who would NOT stop taking pictures. Teach your actor the Five Secrets of Taking Great Digital Photographs. Then set up some interviews.

If your news release is about a new musical like "Big Feet, Big Love," put in a quote from the lead actor about how this shows is so fresh and exciting, interview the actor yourself and help them find three horror stories about other new shows they've been involved with and how this one is so much better, then suggest your lead actor talk about how actors must constantly adapt to new situations while maintaining a professional demeanor and how that's a skill that EVERYONE needs in today's job market.

So, go ahead and use that press release to train your actors to promote your new show. If you don't, you'll be loosing money every time you open the ticket window.

Rodney's Theater Television Challenge

I challenge you to find the local public access television channels in your area, put them in your Rolodex (or Outlook) file, and pitch them SOME-thing to do with your next play. I dare you! Heck, I'll even give you a link that makes it easy:

Rodney's Link to Public Access TV Channels

When I took the challenge, I found 3 stations and a dozen shows practically next door. These were all the type of small shows I used to struggle to produce in college (I lost count at about 50 segments). Nobody EVER sent me a press kit, but I would have LOVED to have a fun guest help me on a segment. So, take the challenge then click the link and share your results with me via e-mail.

Tell Rodney Robbins what happened when you took the challenge.

4. The Fourth Use for a News Release

News releases are useful tools for getting your story to the press, and hopefully, to the theater going public. But even if you get coverage in the newspaper, a magazine or a blog, chances are only 50-50 that the readers will read your story. Why? What people read first, what people read most, what busy people with kids and jobs and layoffs and car repairs and sick pets actually "read," is the pictures and captions, maybe the headlines, seldom the stories. So, the forth use of a news release is to dream up photo opportunities.

Every press release you send, every single one, should have a little line at the bottom that says something like this:

PHOTOGRAPHY SUGGESTION: Your readers might enjoy seeing our dancers in one of the bizarre and wonderful poses created by our master choreographer.

It doesn't have to be dancers--your subject could be the beautiful lead actress, the studly male lead, the comedy relief, the costumes, the sets, the grizzled lighting designer or a shot of your new radial arm saw blasting out jets of saw dust. As long as it's visually stunning, or at least interesting, people will look and you'll get the publicity you're looking for.

Photography Suggestions

Send your own photos. With tighter deadlines and smaller staffs, bringing a picture that is truly suitable will really help. Check the media outlet's website, or call, for details on the picture formats they can use.

Simplify the background. I hate theater publicity shots with bright costumes, busy stages, tiny actors and black windows. Ick! Sets, even the best sets in the world, look like crap in a newspaper photograph or tiny web thumbnail. Sorry. Faces, on the other hand, look great! Especially angry, sad, happy, crying, smirking, expressive faces. Cut the background down to a single, solid color or vague abstract shapes and more people will look at your pictures and read your captions.

Two shots are best. (A "two shot" is any shot with two actors, especially one from the waist up.) Group shots won't usually grab the viewing audience-the faces are too small and far away. Close-ups are good if the story is about one particular actor.

Think Hollywood, not Broadway. I believe Hollywood publicity experts understand how to use film better than Broadway producers. A publicity still is not a theater marque poster, it's more like a headshot.

Pitch the Photo Editor. Don't forget that you can use your press release to brainstorm publicity photo ideas, to send out with a photo suggestion included, and to call or send a photography pitch to the photo editor. Theater publicity doesn't get much easier than pitching a cool photography idea then showing up with your actors while an experienced photo journalist helps make your show, or mine, look like a million bucks.

Next time, the fifth use for a news release. This one will suprise you.

3. The Third Use for a Press Release

You've use the news release writing process to fine tune your idea. You've sent out your press release to a dozen (or a hundred) local media contacts. What ELSE can you do with a press release? You can use it to help you write a pitch letter or plan a pitch call.

Pitch Letters

A pitch letter is not a press release. It is much more personal than a standard press release. It is specifically slanted to the exact media outlet you are contacting, even the exact person you are contacting. It is the difference between a new play submitted with a form letter and a new play submitted with a personal letter from someone you know. "Jim, I heard you just got back from London. Hope you had a great time. Here is information about that new play we talked about last week." Only with a reporter, it might read, "Dear Jim, I loved your article about the London theater scene--especially that story about meeting Alasdair Middleton, author of The Enchanted Pig. We are having a meet the author event to publicize our premier of Big Feet, Big Love. We would love to have you stop by on Wednesday evening ..." Some event. Different, more personal pitch.

Pitch Calls

TV and radio people often prefer their pitches as phone calls rather than letters. Why? There world is very fast paced and they have a million things going on at one time. You can use all your research, facts, photograph ideas and so on to condense everything down to a 10-15 second pitch. It's hard to write a good 10 second pitch without having finished writing a good press release. You need that factual basis, that clearly thought through feeling that you get with a news release. You need all your information close at hand so you can pick and choose the most important information to include in a very brief pitch. This pitch should also be personalized. I know from calling and being called that pitch calls for the completely wrong show or idea or play are unwelcome and annoying. Don't pitch a how to show to a news program. Don't pitch hard news to a fluffy morning show.

Pitch Letter and Pitch Calls Summary

Remember, news releases are broadcasting; pitch letters are narrow casting. You might send 250 news releases on the off chance that some daily four counties away will write about your new show. You might only write three pitch letters and make four phone calls using the same information. "Janet, I'm calling you first to tell you about this special event we have planned. It's exactly the kind of thing I know you love to cover!" With a pitch letter, it's all about them! People appreciate that.

Read more about Rodney Robbins, author and playwright, here.