Communications (External)

“If you build it, they will come,” may have worked in Field of Dreams (1989) but theatre audiences generally don’t go to see shows if they don’t know they are happening. Not only do you have to build the production, but you also need to tell people about it. An effective publicity strategy or campaign is how you reach media and audiences.

Also known as a Press Release, this is a tool that you send directly to the media to inform them of all the key details of your production. There are many different styles and approaches to formatting a Media Release/Press Release, but the essential information to communicate is more or less the same.

If you do not have room in your budget to hire a publicist, there are many different ways you can build a publicity schedule for yourself.

These platforms are social, so it's helpful to design your content with engagement in mind. Rather than thinking of social media as a place to simply broadcast information, how can you invite members of your online community to like, comment, share, and interact with you and others around your online presence? Can you ask questions? Encourage discussion? Incentivize engagement? All of these are important to keep in mind while creating and planning your social media content.

A newsletter (or e-blast) is a structured form of correspondence sent to a bulk of email addresses. It can be a useful tool for you to communicate with your existing audience base. That base might be a mailing list you’ve accumulated from ticket buyers to past shows, or a core group of family/friends who support your work.