Key Points
- • Mandatory Structural Elements: A compelling press release must follow a concise, structured format that is no more than one A4 page long. Essential components include an eye-catching headline, a summary providing all key information upfront, a "facts" section answering the 6 key questions (Who, What, Why, Where, When, How), and credible quotes from reliable sources to build excitement.
- • Effective Content and Tone: The content should be professional yet simple, avoiding jargon and self-biased language. While the text should sell the performance and its unique aspects (the "hook"), it must not give away the entire plot. Always conclude with clear contact details for follow-up and ensure all names and details are thoroughly checked for accuracy.
- • Targeted Distribution and Visual Support: Maximise the impact of the free promotional tool by distributing it well in advance to a targeted list, including local media, relevant industry websites, businesses, schools, and amateur dramatic groups. Always include high-quality images as downloadable attachments or links to increase the likelihood of securing press coverage.
Unleash the power of press releases to boost your theatre event! Discover a step-by-step guide with expert advice to craft a compelling press release and distribute it effectively. Increase awareness, generate buzz, and maximise ticket sales for your production!
If you’re planning on
producing a theatre event, one of the most effective methods of promotion is to write a press release and distribute it accordingly. Not only is this a free promotional tool, but it can bring great results when written well.
Maddi Howell, Digital PR Strategist, says writing a press release can be a simple task once you know the basics:
“Writing a press release is something that can be very straightforward once you have a formula in place. Following the steps laid out by TicketSource in this article will ensure that your press release has a strong and clear structure."
1. Headline
Your headline is the first thing that your press release recipients will read - so it needs to be strong. A strong headline is clear, concise, to the point and eye-catching. So in terms of a theatre performance, you need to communicate what your event is in an effective manner that is going to encourage readers to read on.
Maddi agrees, and adds it's vital to draw the reader in at the first opportunity:
"Conciseness is the key; it’s important to make your main points in the headline and opening paragraph so that you grab the reader’s attention."
Examples:
• "Dazzling Touring Shakespeare Play Comes to Cardiff"
• "Hilarious New Comedy Theatre Showcased at New Theatre"
• "Local Amateur Theatre Company Launches New Welsh Play"
2. Summary
The summary is the second part of the press release, where you want to communicate effectively exactly what your theatre performance is about and why your readers should take note, in as few sentences as possible.
Explain what your theatre event is, why it’s unique, why it’s different, why people will love it, and a brief outline of the plot. The summary aims to provide the reader with all the information that they need to know so that in the event they don’t continue reading, they’re still clued up on your theatre performance.
3. The facts
There are 6 key questions that this section of your press release needs to answer:
• Who?
• What?
• Why?
• Where?
• When?
• How?
This section should be brief and incredibly clear. Let them know who you are, what the play is, why you’re performing it, where you’re performing it, when you’re performing and how they can purchase
theatre tickets.
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4. Expand
This section is where you can flesh out your summary, adding a little colour to your description so that you can truly sell your theatre performance to readers.
Include information about the cast, and more details about the history of the play, musical, or performance and paint the picture of what your event is trying to achieve.
5. Include quotes
In the expansion section, it can be incredibly effective to include quotes from reliable sources to build credibility and excitement surrounding your theatre performance. You could include a quote about the production itself, about some of your leading cast members, or even from a cast member on how excited they are to be a part of the performance.
Tip. Choose something that will add to the press release, making the reader feel like they’ll be missing out if they don’t attend your show.
6. Information about you
Next is the section where you build trust in your brand or company, telling the reader exactly who you are. Keep it brief, but be sure to list any credentials you might have or past performances that you’ve put on.
7. Contact details
It’s important to finish your press release with your contact details. Include your name, your email address, a phone number and any social media handles that are related to your event.
You want to give the reader plenty of opportunities to contact you and to ensure that they can reach you should they need any clarification on anything mentioned within your theatre press release.
Do’s and Don’ts for writing a theatre event press release
1. DO include a list of bullet points at the bottom of your press release with the key information extracted for ease of reading. State the name of your production, the date, the location, a summary and some key cast members
2. DO keep it brief - a press release is meant to convey your point quickly and easily so keep it to 1 page of A4 at a maximum
3. DO make it easy to read. You want to strike a balance between professionalism and simplicity. Ensure you’re communicating effectively and eliminating any jargon
4. DON’T get too excited - no one needs to use multiple exclamation marks
5. DON’T include the entire plot of your performance. The idea is to get people interested without giving the game away - you still want people to show up and enjoy the plot!
6. DON’T be biased - don’t refer to your company as ‘we’ or ‘I’, and avoid referring to readers as ‘you’
Theatre press release Example [Template]
Here is a great example of a theatre press release for
Blood Brothers, from our very own theatre producer, Shane Rose-Goodsir:
[Headline] The infamous Liverpudlian twins head to Newport.
[Summary] Concept Players, one of South Wales’s most innovative theatre companies, returns after the success of Anything Goes with its unique, award-winning production of Willy Russell's classic play "Blood Brothers", the story of twin brothers separated at birth.
[Expand] The story begins when the twin mother, Mrs Johnston, is forced to make a decision that will affect all of their lives as she gives up one of the twins to Mrs Lyons, a woman who has longed to be a mother and takes advantage of Mrs Johnston's good nature to get a child of her own. We follow the twins' lives as they make their way through the sixties, seventies and eighties at opposite ends of the social spectrum. When they meet, by chance, as young boys, they make a promise to each other to always be friends, to be one another's blood brother until they reach the fateful, tragic conclusion of the play.
Through the twin boys and their families, we see the great differences in the social scale during tough tim,es which can resonate strongly with a modern audience and the times we live in now. The play's themes of fate and fortune, with both its darker and more comical moments, make this original play version of the hit musical one not to miss.
[Information about you] Concept Players first performed the play in 2018 in Penarth and Abergavenny, winning an award for Best Production from the National Operatic and Dramatic Association (NODA). The team can't wait to bring this exciting re-design to Newport for The Dolman Theatre audiences to see.
[Quote] "Exceptional Concept Players proved once again how versatile this company is, which always presents us with an original take on any work they undertake." - Review by Dee McIlroy (NODA) from the 2018 production.
[Facts] Blood Brothers (Play Version) opens at the Dolman Theatre, Newport, from Thursday 29th June until Saturday 1st July.
Tickets are on sale now!
Box Office: [your box office tel no]
Website: [www.your-website.com]
All performances are at 7:30 pm, and tickets are £XX for Adults and £XX for Students.
[Contact Details] For further information, contact:
Name: [your name]
Title: [your job role/title]
Email: [your email]
Tel: [Your tel no.]
To save time on future press releases, Shane advises that you '
save your press release document structure so you can just swap out the information'. When distributing the press release, Shane says to '
add the written content within the email body, and add any images or posters as email attachments or in an external link, so that journalists can easily download and use them in their articles'.
6 top tips for distributing a theatre press release
1. Check your spelling thoroughly - both in the press release and your accompanying email. Make sure everything is spelt correctly, especially the names of those you’re addressing in the press release!
2. Make your press release stand out. If you’re
promoting a play, can you include a snippet of rehearsals? Can you plan your theatre event in a unique venue that offers something different to attendees? Think about what it is that makes your performance different enough that relevant businesses or websites will want to talk about it - what’s the hook?
3. Use high-quality images. If you have any
high-quality photography that can accompany your press release, then send it. Whether these are pictures of your cast, rehearsals, or even a copy of your
performance poster, adding a visual element can help to make your press release stand out.
"Any pictures in the press release that can be used for coverage is always appreciated and saves your contacts from having to ask for them. If you don’t want to include them in the body of the press release, add them as a Dropbox or Google Photos link to be downloaded.” - Maddi Howell, PR expert.
4. Tap into your local community. Local businesses love supporting local events, and this could add an extra newsworthy spin to your theatre performance press release. Will any local businesses be attending? Is your performance in partnership with any local companies?
5. Compose a list of relevant industry websites. Distribute your press release to them so that you can start promoting right away.
Sardines Magazine,
AmDram Events and
Drama Groups are great places to start for theatre performances.
6. Next, distribute your press release. Send it to a host of local businesses, schools, colleges, libraries and amateur dramatic groups.
"Make sure that you send the press release out plenty of time ahead of the event - this will give you a chance to send a follow-up email to the contacts before the show takes place and will allow ample time to secure maximum press coverage." - Maddi Howell, PR expert.
Note. When distributing your press release by email, you must ensure that your communications adhere to the EU’s General Data Protection Regulation (GDPR). Our recommendation as a starting point is to visit the ICO website where there is a wealth of information and guidance on GDPR compliance.
Conclusion
You must create and distribute a high-quality press release to do your theatre event justice. If your cast and crew have been working hard on staging a high-quality performance, then you want a high-quality number of ticket sales to match. A press release is a great way to increase ticket sales without spending a penny.
Need further help with your press release? Prowly has a
range of free templates you can use as a start.
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Further reading on promoting your theatre play:
• 6 Useful Ways to Promote Your Upcoming Amateur Theatre Play
• 7 Helpful Tips to Create a Stand-Out Theatre Poster•
Event PR: Master Getting Media Attention & Selling Tickets•
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