Part 1: Your Press Release
Get ahead of the game and start writing a press release. Prepare to send it to a targeted list of Los Angeles media outlets that focus on your art form or topics related to your production (do your research!). We also strongly recommend posting your press release on the Hollywood Fringe site (by going to the “Press” tab on your project page).
Not sure where to start? We have a great list of media outlets that would be good to contact in our handy Marketing & Press article. There’s also some good advice about how to post your press release on the site, among other things.
Keys to a good press release:
• A catchy title and first sentence. Lead with the most important information!
• A clear message in as few words as possible.
• A pitch enticing enough to make someone want to see your show (what is unique about your production?).
• The details and action items: time, date, location, ticketing info, and a “part of the Hollywood Fringe Festival!”
• A captivating image to add some visual appeal and break up the monotony of words.
Part 2: Beyond the Press Release
You don’t have to hire a professional publicist to get press to come to your show (though some people find that it helps to delegate this task). It’s really all about finding the right journalists and approaching them in the right way.
You might be tempted to blast your email to everyone who covers the arts in any way. This is not the recommended approach. Do your research and find out who covers your type of production or content. This takes a little extra time, but we assure you, it’s worth knowing the right people.
Engaging the press is a more complicated process than simply sending off your press release. First, don’t send the same email (or worse, the same copy of your press release copied into the body of the email) over and over again. Try to strike up a conversation: send an email introducing yourself, pitch your show in a personal and friendly way, and most importantly, offer comps. Follow-ups are great but don’t be a spammer. Nothing is a bigger turnoff for journalists and audiences alike!
You also want to make sure that when you approach press, you are prepared to provide them with information they may need to write about you and your production. Make it as easy as possible for them to write about you. You should have a production summary, cast and crew listings, relevant biographies (yours, the playwright’s, the director’s, etc), and photographs ready to send to press at their request. These are also the perfect materials to include in your own press kit.
Part 3: Press Requests
Representatives from the press who have registered with the Fringe also have the option of requesting free press passes to your show. If you receive an email that a member of the press is interested in a ticket, make sure to reserve a comp for them immediately on your project page and notify them that you have done so. This is one of the reasons why staying on top of your email account during Fringe is EXTREMELY important. Keep an eye out for emails from HFF staff— press will sometimes go through us with requests for photos, interviews, and other fun opportunities. So please, remember to check the email you used to set up an HFF account, especially if you are a project admin.
Other Promotional Opportunities
The LA Female Playwrights Initiative (lafpi.com) is interested in partnering with shows written by female-identifying and nonbinary playwrights or helmed by women+ for support and cross-promotion.
If you’re interested in this opportunity, please contact lafpi.updates@gmail.com, visit their “How To” page for Fringe Femmes (http://lafpi.com/fringefemmes) and connect with them on facebook.com/LAFPI & @theLAFPI on Instagram. And Mark Your Calendars: TBA Fringe Femmes Gathering for #hff26!