Fifteen Lesser Known Tips for a Successful Press Release

(These are straight off our own twitter feed – so not spell checked)

I hope you find them useful – please add your own

PRESS RELEASE TIP 1: Three ingredients of a stand out press release: 1.engaging originality 2. clear show descriptors 3. authentic excitement

PRESS RELEASE TIP 2: a way to address the reviewer personally (even if you don’t have their number) is to sign it personally-even digital scan

PRESS RELEASE TIP 3: Some reviewers work internationally – so include two versions of your phone number – one national, one international code

PRESS RELEASE TIP 4: Make it easy for the reviewer to make notes and “flag” your press release – include white space for them to write notes

PRESS RELEASE TIP 5: Don’t look like a shoestring budget group (even if you are) – get a web domain email – not clutz@hotmal or

PRESS RELEASE TIP 6: choice of words:The two magic words of a press release – eloquence and directness – use the richness of language clearly

PRESS RELEASE TIP 7: Avoid cliches (reviewers know them all) – e.g. “groundbreaking”, “side-splitting”, “breathtaking”, “no-holds-barred”

PRESS RELEASE ESSENTIAL TIP 8: Create a version for your press release that is downloadable as mobile/cellphone-friendly browser pages

PRESS RELEASE ESSENTIAL TIP 9:  don’t send attached images of your poster/flyer that are 1 too small to read or 2. too large for the screen

PRESS RELEASE ESSENTIAL TIP 10:- where possible, demonstrate how your show addresses the Zeitgeist – key themes/issues of the times we live in

PRESS RELEASE ESSENTIAL TIP 11: avoid gushing superlatives – “amazing”, “unmissable”, “incredible” – reviewers have heard it all before

PRESS RELEASE ESSENTIAL TIP 12: within the first sentence include:show title, company, genre and a key word or phrase highlighting originality

PRESS RELEASE ESSENTIAL TIP 13: Resize images on press releases. Easily done with Irfanview – – less than 100k ideal

PRESS RELEASE ESSENTIAL TIP 14: use twitter to leave a direct message to reviewers with a TinyURL link to your web site press release page

PRESS RELEASE ESSENTIAL TIP 15:Many reviewers now use netbooks which don’t take CD or DVDs -put your press releases on cheap 1gig memory sticks

There is an excellent basic guide to winning media interest for your show by Sarah Harries on Fringe Report here.

Comments are closed.

%d bloggers like this: