#Edfringe2022 PR Tips
So, you’re bringing a shiny, new banger of a show up to the Edinburgh fringe— congrats! But here’s the rub: you don’t have the budget for professional PR services. Never fear! The Fringebiscuit team has put together a list of essential advice for managing your own marketing and promotion. First up…
The crowds of theatregoers (and undercover reviewers) won’t always have time to listen to the full, podcast-worthy pitch for your show. So, make sure you have a short version ready. The traditional “elevator pitch” of around 20 seconds is ideal — and should be just enough time to introduce your show, and say what makes it worth seeing.
Sending a press release riddled with spelling errors attached to a poorly formatted email is a surefire way to end up in a publication’s “not interested” pile. Make sure to proofread your content by sending it out to yourself or a trusted friend first.
Make you, your company and your show easy to find by including clickable links in your promo email. Successful marketing often boils down to being more accessible than your competitors!
If your show is ready to go, beat the festival rush by inviting reviewers to pre-fringe previews. Good early reviews can equal sold out audiences from day one.
Please, please remember that your show isn’t a proxy for your worth as an artist or as a person. Be savvy about marketing, but realise that you don’t need an “important message” or “timely theme” for your ideas to be worthwhile.
Some unscrupulous types may ask for money or other types of payment (extra tickets, drinks, food, etc.) in exchange for a review. This is unethical and no reputable reviewer would request anything more than a press ticket to see your show.
Edfringe is a great place to meet producers, programmers, agents, journalists and other industry professionals who can provide you with opportunities. Ensure you aren’t tongue-tied in the moment by brainstorming your goals before the festival begins.
Avoid revealing the best jokes and most thrilling plot points in your press release— save these highlights for the show! On the other hand, “You’ll have to see it to find out” only works if you’ve provided enough set-up about your plot and characters for the reader to care.
Want to pick the brains of an industry professional? Invite them out for a coffee. You don’t need to be previously acquainted— a polite email can work wonders.
