Before you begin contacting journalists and other media outlets it will be helpful to understand what they are looking for. Consider the following:

 

• Is your story “newsworthy”? Remember, just because you and your filmmakers are excited about the film does not mean it is a newsworthy story. What sets your film apart from the other films playing at the festival? What will convince a potential viewer to take a chance on your film over the large Hollywood films at the megaplex?

 

• Make sure you wait until you have something with enough substance to issue a release.
• Convey to the audience that the information is intended for them and why they should continue to read it.

• Start with a brief description of the news, then distinguish who announced it, and not the other way around.

• Provide the essential information in a contact with the media. The idea is to get a journalist interested in your film, not to give them an advertisement.

• A journalist may run a press release as is. This being the case, develop your story as you would want it told. Even if a journalist uses your press release to develop a larger story, it will be helpful to lead them towards information you want highlighted.
• Make sure the first 10 first words of your release are focused and effective, as they are the most important.

• Consider elements that will set your film apart. Does it incorporate a topic that is of interest to the host city of the festival? Ask yourself, “How are people going to relate to this and will they be able to connect?” For example:
• A documentary feature on the changing face of the tourist business in Florida may be of interest to an audience in Orlando (home to several major theme parks).
• Does the film include an actor or crew member who has had some other notoriety?
• Maybe a popular Hollywood actor has taken a smaller more personal role in the independent film you are promoting.
• Also consider what premiere the film may be having. Is this the world premiere, or maybe the East Coast premiere?
• Is there a current event that may tie in to your film’s subject?
• It may be helpful to compile a list of all these angles so that you may pull from it as needed.

• Be sure to avoid embellishments. Back up claims with supporting details. If promoting the music heavy film Analog Days it is best to say, “Analog Days’ soundtrack includes popular indie artists such as Derek Fudesco, Clap Your Hands Say Yeah, Interpol, Bloc Party, and Iron and Wine” rather than, “Analog Days includes an excellent soundtrack that young people will enjoy!” It is also best to avoid the exclamation point altogether.

• Do not be wordy. Use only what you need to tell the story. A journalist wants core information and does not want to read through flowery language and unnecessary adjectives.
• Provide as much contact information as possible: individual to contact, address, phone, fax, e-mail, Web site address, etc.

• Make it as easy as possible for the journalist to do his or her job.

• REMEMBER, before sending out a press release, or any contact with the media, check with your filmmakers. Remember that they have devoted a large portion of their time and efforts to the film and will have specific requirements when it comes to promotion. Also consider what requirements the film festival may have. These are questions that should be addressed with both parties early on.

Source: Ryan Sheehy Professor at the UCF NSOC, Writing for PR course

 

Additional Resources

Refer to Bill Stoller’s excellent site on publicity for tips, Publicity Insider.

—-

Licensed by Randy Finch and Nick Martinolich under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License. This license allows you to copy, distribute, and transmit this work as well as create derivative works. Any copies or derivative works may not be used for commercial purposes, must be distributed under a same or similar license, and in addition must contain the following language: “The Film Fest Marketing Project was developed by Randy Finch, Nick Martinolich, Sam Torres, Alex Bowser, Morgan English, Masha Murakhovsky, Jeph Alexander, and the faculty and students of the University of Central Florida’s Film Department, working with the Florida Film Festival, and with the support of the Sarasota Film Institute.”

 

This entry was posted on November 21st, 2011 and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or Trackback from your own site.