Press Article.
Published Mar 2007
FILM FESTIVAL MAGAZINE FEATURE 1 COPY
Header – PR your film
Dear Penny. Q & A.
Question
Do you have any PR tips? My movie is going on tour and I don’t have a PR agency. My first press screening was a disaster!
Answer
The pivotal thing to remember when planning your PR is that you have to build a story that is not only exciting but also relevant to the media you are targeting. Do your research thoroughly and look at publications that cover your film distribution target area. Don’t forget the regions if you are taking the film on tour. And try and tie any editorial coverage you get in with an advert in the same edition or preferably on the same page. You can often get easier coverage with local BBC stations and stations that cater for local communities. If you do manage to speak to a radio host pitch your story with enthusiasm, make sure you demonstrate how it will be valuable for their listeners and offer a giveaway that is simple to win. Push for a listener Q & A if you can. You can always ring in from London or wherever you are. Competition terms can’t be complicated. ‘First listener to call wins’ is the best option.
To construct a press release, lead with a strong header. The story comes next and is supposed to be the most interesting part. Double-space your copy. Offering a competition, inventing something new or thrilling stories grab attention. If you are stuck for how to approach this have a look at the major movies out now and check their press releases and press coverage on their websites to learn a lot about how to sell the story. You’ll see what the journalists have picked up on and what turns them on. After the story include all your contact details plus a section on the next page for ‘Editors notes’ including the background to your company and any supporting information.
Up date your website with a fully stocked press room. Journalists prefer to download the information they need at their leisure rather than waiting for bulky e mails so drop in stills, movie clips, all your press releases and the contact of the person handling press in there. Include any press successes in the form of press clippings. The more press coverage you can demonstrate the more likely you are to get.
You have more chance of getting your story published with web than print press. Just ensure your website is really up to scratch and adds value to the visitor experience. Check on any links these web magazines have as you may find extra smaller publications that are starved of new stories. If any of these magazines are issuing a newsletter, hustle for a mention in there too.
When you address your release, make sure its going to the decision maker. Odds are, it will be forwarded on but it’s worthwhile calling the switchboard or news desk to enquire first.
It’s common to send press releases by email but better to send hard copy and if your budget stretches to it, a small gift that is relevant to your movie. Remember, this is not out and out palm grease; it’s just time-ridden etiquette. Most gifts will go into a central pot and maybe someone from the post room will get lucky, but it is an attention getting device and shows you have thought about your approach and know the rules of the game.
So once you’ve sent your release, you sit back and wait for the phone to jangle, right? Wrong. Now it’s time to start calling all those scary journalists! Read the publication and understand the editorial focus first and quote from articles you have enjoyed. And don’t worry if there is silence at the other end of the line, someone is listening and letting you finish your pitch. Practice before you call and try and keep your opener to one minute or less. Don’t try your sales pitch if writers are on deadline. We all answer the phone by mistake at the wrong time sometimes. If there is interest, talk about how the story may be tailored to the publication and offer some free tickets, promotional items or a competition. If you are looking at buying advertising space mention this, and always offer to do an interview. If you have other events coming up apart from your screening, invite the journalist. Chances are, they won’t have time but it’s nice to be asked. It’s important to indicate you are open to meetings in the future.
If you are lucky enough to get coverage remember it’s the editors job and prerogative to interpret your story. Be careful what you say if you are being interviewed, as anything you do say can and will be used in print! Above all, look after your PR contacts well, and thank them for their help. If they know you are courteous and professional with good ideas they’ll listen to you in future and things can work harmoniously for both of you!
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