So you want to produce your own play (Part 9)

9. Don't be afraid of the media.

This is a biggie. And by media, I mean newspapers.

Yes, newspapers are dying. But good luck finding TV station that will actually do a piece on a local playwright. Despite their imminent demise, newspapers are still the best free advertising you can get.

But many people feel they need some secret key to unlock the gateway to the world of publicity. They need to write the perfect press release. Or they need to know somebody already in the biz. Nothing could be further from the truth.

Of course, if you live in a city with a ridiculousy rich theatre community like Colorado Springs (cough cough), the likelihood of getting a review is practically nill. But it doesn't cost you anything to contact the media. And even if you don't get a review, you might get a preview.

Wait, what?

All right. Let's step back a bit. Reviews and previews are two completely different animals, but few people are even aware of the difference, including those who are active in the theatre community and whose livelihood depends upon knowing the difference.

What is that difference?

First of all, previews are written and published before a show opens, hence the prefix "pre". They're generally written by a reporter, not a critic (although on small newspapers, those two positions can be held by the same people). They're factual, i.e. the article restricts itself to talking about the history of the play, what it's about and what the director's vision is for this particular production, with a few choice quotes from the director or an actor sprinkled throughout. And as a fact-based article, there is no critique of the production itself, although they're often given a mild rah-rah tone).

Reviews are written and published after a show opens. They're written by (hopefully!) an experienced and knowledgeable critic. The critic should not have spoken to anyone involved in the production (that could have an undue influence and their judgment). And the piece consists largely, if not entirely, of opinion. Does the show suck or does it rock?

You may think you'd rather have a review. After all, you're taking a risk on getting slammed in print. But I have it on good authority that reviews sell many more tickets than previews and even a negative review attracts more people than it repels.

So how do approach the media? Emails are fine. Editors and reporters are used to getting emails, so one more doesn't phase them.

But that's also the main problem with emails. Yours can easily get lost in the shuffle, especially if yours is long. Chances are the editor or reporter will scan the subject line and the press release title to look for the hook. If there isn't one, they'll hit delete sooner than you can say Kinky Boots.

What's a hook? It's something that sets your play apart form all the other plays opening that weekend (and yes, it REALLY helps if you scheduled your production so no other plays open at the same time).

Ask yourself this: Why should people see your play? "Because I wrote it" isn't a good answer.

Do you have "star" casting (a highly regarded actor or some local celeb?). Does it have a tie-in to local history (newspapers love all that local crap)? Does it explore some controversial topic that's been in the news (post-traumatic stress syndrome among combat veterans is a particularly juicy one)?

I don't care what your hook is. But you've got to have something.

So forget the press release and send just a short two- or three-sentence email. That way you can put your hook front and center. And your friendly newspaper person will love you for it.

Or just skip email entirely and phone directly. Yes, it's a little more annoying to the editor or reporter. But everyone last one of them knows it's a part of the job.

And to be honest, newspaper people are feeling awfully lonely these days.