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Arts & Culture

Live Active Cultures

Some PR rules hold true, whether you’re a billion-dollar corporation or a shoestring theater company

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While the scale and style is obviously different, there are some universal (no pun intended) marketing dos and don’ts that can help make even first-time producers look like seasoned pros. Though this advice is inspired by the upcoming theater extravaganza, it is equally applicable to artists, musicians, community event planners or anyone who wants to harness the power of the press – still potent, even in the Facebook age – to promote their product:

l DO email your press release to the relevant recipients (especially arts@orlandoweekly.com and listings@orlandoweekly.com) about three weeks prior with your event name and date in the subject line.
l DON’T expose email addresses in your email’s To: field (that’s what BCC: is for) or use simply “Press release” or “For immediate release” as the subject.
l DO proofread everything and check dates twice before sending.
l DO include all your important info in the body of the email. DON’T leave the body blank and attach a text file or PDF if you want it to be read.
l DO share reviews you receive on social media. DON’T selectively edit bad reviews to make them look laudatory; ellipsifakes will kill your credibility.
l DO thank the critic for their review, positive or negative. DON’T post on Facebook complaining about what the reviewer did (or didn’t) say.

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