“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.

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.