Back to: Press releases and publicists
Before you send a press release, before you attempt to write that press release, you have to stop and think, ‘What is it I’m trying to communicate and is a press release the right way to do that?’ After you know that, then you have to ask yourself, ‘Is there real news in here that a journalist is going to want to cover?’ If there’s not enough of a news angle then it’s a waste of time to send to a journalist.
Also you should tailor your press releases: the version of a press release you send to a local radio station won’t be the same version you’d send to an international trade magazine, for instance.
A few key things to remember when writing a press release is to triple check all the facts and name spellings. Read for typos so you look professional. Include a reachable contact person if the journalist needs more information. Keep it concise and if you include quotes make sure they actually say something, not just fluffy filler.
Also think of the timing to send a press release. Don’t send a non-Cannes-related press release on the day Cannes opens. Don’t send anything non-Oscars related on the day Oscar nominations are announced. Don’t annoy a journalist by sending a press release after 5 pm – especially on a Friday!
If you don’t have a publicist on staff, it can be a good idea to hire a freelance publicist (or an entire PR company, if you’re a larger festival) and communicate with them as a valuable member of your team. Invite them to staff meetings, let them get to know colleagues, don’t just snap your fingers at them the day before you want them to send out a press release.
Remember that you might be dealing with other publicists too – the festival publicist(s) will need to liaise with the publicists working for films or distributors, the publicists working with sales companies, a talent’s personal publicist, a sponsor’s corporate publicist, and so on. That’s actually a good thing, they can all help promote what’s going at your festival – but it’s important to keep everyone informed and keep the channels of communication open.