2011 Edinburgh Festival Fringe image by zoetnet, shared under a Creative Common Licence
Hold on to your hats, the Edinburgh Festival Fringe is nigh! After months of anticipation, the long-awaited official launch of the Fringe takes place today in Scotland’s rather dreich capital city.
For years, the Fringe has been known as the place where some of the world’s most popular comedians, theatre companies, playwrights and directors were officially ‘discovered’, and because of this, thousands of people flock to the city every year, hoping to be the next big thing. They want to get those coveted critical bums on seats and nab a five-star review.
The Fringe, as we all know, is the world’s biggest arts and culture festival, so, how do you approach a critic and (hopefully) convince them to review your show?
A Note on Reviews
Before I discuss the finer points of Contacting a Reviewer 101, I have to explain the role of the critic, because I’ve found that some practitioners and PRs seem to be unsure about what it is that critics are supposed to do.
As we all know, critics write reviews, this is a given, but a review is like an omen; it can either be good or bad. A critic will not write a positive review just because they’ve been invited to a show; they will write a review based on their experience and it will (or should) be published in a timely fashion.
The critic is under no obligation to write either a good or a bad review, they are under obligation to write a truthful review that is helpful to the audience. The critic is loyal only to the reader; not to the venue, director, actor or playwright.
Therefore, if you want coverage that is uniformly positive and says exactly what you want it to say, then it’s better to buy an ad. If you want a reviewer’s professional opinion on your show, that you can then use in your publicity material, email the editor. Otherwise, contact the advertising department and pay for an advert.
One of the more frustrating experiences for a Fringe critic is being contacted about a show that they would have really liked to review – after the Fringe has begun. This is because by then, their reviewing schedule has been confirmed and it’s highly unlikely that the critic will be able to fit the show into their itinerary.
You are much more likely to get a reviewer into your show if you contact them before the festival. I’ve been getting Fringe PRs since late April, but an editor friend of mine got her first one in February. So, if you’ve not started contacting the journalists you want to target yet, then do it as soon as possible, while the nation’s critics are thinking about their reviewing schedule.
Have Something to Say
When I worked in online PR, I often had to write press releases that weren’t newsworthy. I know, I hated it too. This was because we had clients that wanted a certain number of press releases written and submitted every month and so, I had to find something, if anything, to say about the client and their products that would (hopefully) appeal to journalists.
I did this by trying to find a newsworthy angle on the story or client. Sometimes it was because there was a breaking news story that had something to do with their industry, sometimes it was because something impressive had happened within the company, but whatever I chose to write about, it had to be newsworthy.
Journalists are always looking for newsworthy releases, we’re forever searching for a different angle to write about on the pressing issues of today. Not only do we need this news, we need to be the first to report it, so we want an exclusive. We want to get some exceptional information before our rivals and we have to be able to shout about it.
Everyone has a story; what makes your show, your company, your production stand out? Why should a critic review, or even preview your show before the Fringe as opposed to a rival piece in the same venue? Find your angle, find your voice, find your audience.
Press Release Etiquette
When it comes to press releases, everyone’s different. But, most critics I know agree on one thing; please don’t attach your PR as a PDF.
PDFs are great – if you don’t want to copy and paste information from them or edit them in any way. So, if I’m trying to copy and paste your listings information to put it in my calendar or spreadsheet, the nature of a PDF means that I can’t do that.
However, attachments in general can trigger the wrath of a million fiery suns in even the most patient of critics. Some don’t download properly, they can contain viruses and some just aren’t compatible with the software on a journalist’s computer. So, instead of attaching anything, or adding a link to an external site in order to view your PR, copy and paste it into the body of your email; this saves time and effort later on.
If you are sending press releases for more than one show, then send one email per show, so that the email can be found quickly if needed. Also, it’s really helpful to put the name of the show, the venue and the dates in the subject of the email. If you do this, your PR will be a beacon of hope in a very overwhelmed journalist’s inbox. And please, don’t be the asshole that sends 22 attachments in one email.
Remember to check, double-check and triple check your listings information, such as dates, times and venue, a small hiccup here can have big consequences. You might find this Arts PR post that I wrote after the 2012 Edinburgh Festival Fringe helpful.
In our digital age, it’s become far too easy to forget that the critics are actually people. I know we can have this reputation of being utterly terrifying, humourless, otherworldly sods who are only happy when we’re feasting on the broken dreams of Fringe casualties, but underneath that, we are human.
One of the things about being Homo sapiens is that we respond to being spoken to like living, breathing entities. We don’t want a generic email that doesn’t start with a greeting, demands a review, or fires the same promotional message at us repeatedly. We want to be able to read about the people and the passion at the heart of the project.
You don’t have to write a critic a novel detailing why you’re inviting them to your show, but you can personalise your email. This takes time, but it makes your email stand out. And let me tell you, when all the emails you’ve received that day have been overly promotional, full of horrendous PR buzzwords and have been devoid of any human emotion, getting a brief email that simply begins with a greeting and your name makes you sit up and pay attention.
Twit to Woo?
Social media is marvellous, isn’t it? It allows you to find and contact almost anyone, which means it’s a great place to reach out to a critic or publication. However, while social networking sites like Twitter will help you find the right people to invite to your show, I could caution against using it as a pitching tool.
The reason for this is simple: anything you put on social media is in the public domain, which means that everybody can read it, unless you have a private account. However, when you’re contacting a journalist, especially if you have an exclusive about your show, the open nature of social media means that your news will no longer be an exclusive, because everyone will have read about it online first.
Too often, Twitter accounts fire out the same promotional tweet to journalists and not only does it ensure that your news gets lost in the ether, it also looks lazy, so if you can’t be bothered to reach out properly, why should the critic go to see your show?
Feel free to make first contact on social media; follow the journalist’s account, say a quick hello and ask the critic if you can send them a PR, but don’t take up too much of their time. Social media is often treated like a platform for broadcasting, but it’s really for being sociable and engaging. You can also chat to the critic, be friendly and focus on building a long-term professional relationship with them, not just a filthy and unremarkable #EdFringe quickie. The contacts you make this year will remember you next year.
During the Fringe it’s nice to have somewhere to escape, to vent, and that’s what I use my Twitter account (*cough* @trashtaylor *cough*) for. Remember that the critic will have had lots of messages from other people trying to get them to review them too, so take it easy, you are in their space, be nice, be polite and have fun. Also, don’t forget that you are representing your show on social media, so don’t say anything stupid.
One part of the process that some people rely on too heavily is the follow-up. While it’s understandable that someone may be anxious that their PR hasn’t reached its recipients, please rest assured that it has been received and it has been read. You can always email again, but ask yourself, do you have anything else to add, such as a piece of news, or the addition of extra dates?
Sending the same PR again is unnecessary, because you’ll just be repeating yourself. Today, I got a second email about a Fringe production and then a tweet from the show’s producer within a very short length of time, both of which told me nothing new about the piece. Don’t be the annoying person who constantly emails and calls publications; it won’t make critics magically find space for your show in their already packed schedules.
Is there anything else you really want to know? Is this year your first Fringe? Why not comment below and tell me?