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PR Post Mortem: The Best of EdFringe – Part Two

22 Aug
Image by Manic Street Preacher, shared under a Creative Commons License

Image by Manic Street Preacher, shared under a Creative Commons License

As the Edinburgh Festival Fringe draws to a weary close, I’ve been busy not just reviewing, but also compiling the very best (read, worst, definitely the worst) of the EdFringe PRs that I’ve received over the last few weeks.

So, without further ado, here is PR Post Mortem: Best of EdFringe Part Two:

What’s My Name?

Hi guys! [Um, hello. That’s uh, that’s not my name.]

Just a little message letting you know our brand-new comedy, [Show Name] is currently in a run [In a run? Where’s it going? What charity is it running for?] at the Fringe until 24th August. We’d love it if you could come along and review us! [Exclamation Mark]

Seems a strange time to email, but I’ve only been switched on to your publication [And what publication is that?] and I really liked having a peruse through your site. [Say my publication’s name. Say MY name.]

Hope to see you there, if you can make it! [Why did you put an exclamation mark here?] Don’t hesitate to get in touch via phone or email.

Peas & lurve, [WHAT]

PR Numpty

Journalists Live in Scotland, Too

Hi Amy,

I just wanted to get in touch to see whether you still have reviewers at the Edinburgh Fringe this week? [Well, I live here, so yes, I do.]

I just wanted to make a couple of recommendations for review [I have a feeling these recommendations will be biased] if any of your team would be available, these are [Show Name and Show Name]

I’ve attached press releases for more info [Oh Goody] on these as well as a list of all the shows I am looking after in case the others should be of interest also.

Thanks and best wishes,

PR Numpty

Review Our Amazing Something

Hi Amy, [Hello!]

We are working on this amazing online piece which is taking place on Monday [Great, what is this piece?] throughout the day and I wondered if there is any way of putting a link to it on your site at all? [You want me to link to a project I know nothing about?] Or if one of your reviewers would be interested in spending the day with it? [Spending the day with it? What is it?]

[Website Link]

Hope all’s fine and dandy. [Well no, it’s not because this email tells me sweet Fanny Adams about your ‘amazing online piece’.]

Px [A kiss? Oh no, wait a minute, I remember this guy – it’s 22 attachments guy!]

Well, If You Say Please…

Pleasereview these shows … [Pleaseuse spaces]

Thank you! [Wait, that’s it?!]

Mx [Another kiss? Why I outta…]

[The show details were below the text of the email. No, thank you.]

Not An EdFringe PR, But…

Hi – I thought your readers may be interested…please let me know! [You know nothing about my readers]

As the Carnival approaches this week on August 25, I thought you might like to use this great interactive infographic [Oh no, not another infographic] from [Promotional Business Gift Website, yes, that’s right, a PROMOTIONAL BUSINESS GIFT WEBSITE]

Since its inception in 1966, the Notting Hill Carnival, held in August annually, has grown into the largest street festival in Europe. Did you know that a record 1.5 million people attended in 2012 and it brought nearly £100 million to the London/UK economy? [No, and I don’t care]

· History of the event: Was originally a ‘Caribbean Carnival’ aimed a smoothing over race relations following the Notting Hill race riots the previous year. [A ‘Caribbean Carnival’, eh?]

· Entertainment/Celebrity Elements: High-profile artists such as Eddie Grant, Wyclef Jean, Courtney Pine, Jamiroquai and Burning Spear have participated [Yes, I know what the Notting Hill Carnival is, thanks]

· Top Trends in Food: Caribbean street food is one of the highlights of Notting Hill Carnival dating back to its roots. Turkish, Chinese and Indian are also popular. [Am I eating the food? Will I get to eat the food? No? Well then, I don’t care]

· View the graphic: To learn more…[Nope. Nope. Nope.]

If you plan to use the infographic we would love to know and ask that you please attribute a link to [Promotional Business Gift Website, who clearly want a link more than anything else]

Thanks,

PR Numpty

What They Did Right

  • Two of the PRs used my name
  • That seems to be it

What They Did Wrong

  • Exclamation marks – why?
  • Not knowing that me and most of my writers are based in Edinburgh
  • Not using my name
  • Not using the publication’s name
  • Unclear/undefined projects
  • Kisses – we are NOT friends
  • Lack of spaces
  • Begging me to review shows
  • 22 attachment guy getting in touch again
  • INFOGRAPHIC
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Why Your EdFringe PR Campaign Sucks

3 Jun
Fringe Posters image by Daveybot, shared under a Creative Commons Licence

Fringe Posters image by Daveybot, shared under a Creative Commons Licence

If you’re a performer or part of a theatre company that’s handling your own PR campaign at the Edinburgh Fringe this year, perhaps for the first time, there are three things that form the basis of any Edinburgh Festival Fringe PR campaign; discipline, research and hard work. I know, that’s pretty obvious, but while the Edinburgh Fringe is presented as a fun and unmissable festival (it is) it’s also a bit like a sewer; what you get out of it depends on what you put into it.

But I’m Only at the Fringe for Three Days

Three days? That’s brilliant! Shorter runs at the Fringe are becoming quite popular for various reasons, and the length of your run doesn’t limit your PR campaign. Get in there early, contact journalists; send them an exclusive invite to your first show and promote the Hell out of it.

But I Want to Party Hard

While it may look like the Fringe is one big party, the reality is that the festival is hard work for everyone involved in the Fringe. For performers handling their own PR, the Fringe presents an almost unique experience in terms of promotion.

The Edinburgh Festival Fringe is one of the biggest, if not the biggest arts festival in the world; this year a record 2,871 shows will be performed by 24,107 artists in 273 venues across Edinburgh. The number of shows at this year’s Fringe has increased by 6.5% compared to last year. So, if you want to party, do it in moderation, you have a job to do.

But The Fringe is Too Big

As the Fringe grows, so do the opportunities for marketing a show and producing a strong and unforgettable Fringe PR campaign. A bigger Fringe means more journalists, more publications, more blogs, more audience members, more venues. It means more work to publicise a show successfully.

It means that your Fringe PR campaign must be as important as all other Fringe preparation. Think about all the work you have put into your show so far: the planning, the auditions, the creating of sets, costumes, the booking of a venue, the organisation of Fringe accommodation. Why should PR take a back seat?

So, I Just Shout Loud Enough and I’ll Get Reviewed?

It’s often said that the person who shouts the loudest has the most influential voice in the room, but for the Fringe, and for wider PR, I would argue that having the right voice, rather than the loudest voice is more desirable to journalists.

There is so much ‘noise’ generated by PRs and performers during the Fringe; journalists will be getting promotional messages fired at them daily, so, you have to find a way to make your voice more noticeable and most of all, more inviting to them.

How Do I Make My Voice Heard?

You need to target the right journalists, the right publications, and promote what it is about your show, your piece that will appeal to them. If your show is a political piece, are there journalists who specialise in reviewing and previewing political theatre? Is there a specific publication that tailors to your target audience?

Make a list of your Unique Selling Points (USPs) such as, if this is your first year at the Fringe,  are you performing the world première of your show? What is it that you can offer journalists the competition can’t offer them? Why should they choose you over the thousands of other artists at the festival? Why do you want a journalist to review your show? Once you are clear about this, then you will find it easier to put together your PR campaign.

How Should I Submit My PR?

Once the PR is written and the right journalists have been identified, how will you submit your PR? Will you post it if you have the publication’s address? It’s not as immediate as email, but some journalists prefer it. If you’re unsure, contact the journalist or publication and ask.

If you email it, do you attach it as a separate document, or copy and paste it into the body of the email? Personally, I prefer the copy and paste method, which means I’m not constantly downloading documents. Remember that it needs to be easy for a journalist to find your PR during the busy festival period, so use the show name, venue and company name in the subject line of your email.

Many journalists, especially me and Thom Didbin from Annuals of Edinburgh Stage will thank you for doing this.

How will you begin your communication? A “Hello” is always nice. Seriously, say “Hi”, try to engage with the journalist – good PR is about building lasting relationships, if you get along with a journalist one year, they will remember you the next and might be more likely to see your shows in the future.

What About Social Media?

Social media now forms a pretty big part of any Fringe campaign, and so contacting journalists through this medium, in my opinion, is fine, you just to get your approach right. Start talking to the journalist before the start of the Fringe, build up a rapport; don’t be all promotional all the time.

Simply tweeting a journalist you’ve never spoken to before and asking them to “Please RT” a promotional tweet about your show is lazy – talk to them, don’t just use them as a mouthpiece for your work.

Do Not Do Any Of These Things in Your PR Campaign

Below is a list of suggestions for things not to do when you’re handling your own PR campaign during the Fringe, outside of the Fringe and in general. Personalising your email goes a long, long way.

  1. Email a press release with the subject line ‘Press Release’
  2. Send out a mass email beginning with: ‘Dear EdFringe Reviewer/Promoter/Press Officer/VIP/Broadcaster/Supporter
  3. Send out an email that begins with “Dear Chesney” when the editor’s name is Bella
  4. Constantly email and phone the office of a magazine/newspaper demanding that they review your show
  5. Tweet the same invite verbatim to at least 25 reviewers or publications in a row
  6. Email the same PR multiple times
  7. Email an ‘extended’ PR which gives no new information
  8. Email a PR that gives the wrong start time/the wrong date/the wrong director/the wrong actor/the wrong venue
  9. Write a PR that starts with your star ratings and reviews
  10. Write a PR that uses lots and lots of different colours, fonts, sizes and is not clearly formatted
  11. Write a PR that doesn’t begin with a greeting, but ends with an email signature
  12. Not using bcc in marketing emails
  13. Get the publication name wrong
  14. Issue a demand, not an invitation
  15. Not say thank you to a reviewer or publication for a good review
  16. Send more than one press release per email
  17. Threaten to sue over a bad review – this will not work out well for anybody

Whether this is your first Fringe or your tenth, PR is an important part of your preparation and so, it’s important to keep on top of it, and don’t leave it to chance.

Have you got any advice for companies doing their own EdFringe PR? Get in touch and let me know.

Trash and The Libel Case Or, How to Piss Off a Theatre Critic

9 Sep

I updated this blog for the first time in nearly three months last week, but I couldn’t update again without discussing the tale of my recent experience of dealing with a very difficult company at the Edinburgh Festival Fringe. This encounter was very unpleasant, stressful and infuriating. Despite my anger, I’ve decided not to name the company involved, but for the purposes of this blog I will refer to them as Sunshine Inc.

This was my fourth year of reviewing during the Fringe and my first experience of being a Fringe editor, as I took up the post of Scotland Editor at The Public Reviews in May. In the midst of sorting through the thousands of Edinburgh Fringe PRs I received, my editor, John, forwarded me a PR for a Fringe show, suggesting that we book tickets and make a fun evening of it. The show was being performed by Sunshine Inc, and was presented as a two-hour long interactive comedy show, that involved actors impersonating characters from a famous TV comedy.

I booked the tickets for the show through their internal PR contact, a woman I’ll call Melina, who, I have to stress was very polite, helpful and friendly at the beginning. I did have to move the tickets by one day because of a scheduling clash, but again, Melina was very accommodating, and both myself and John were very much looking forward to the evening.

The show, however, was not like we expected, and we quickly realised that while the characters in the piece were designed to look and sound like the TV characters – they dressed similarly, and they even used their famous one-liners – this was where the similarities to the TV show ended. The evening consisted of these actors using new and ‘original’ content instead of established sketches from the TV programme, which wasn’t what I was expecting. Suffice to say, I didn’t enjoy Sunshine Inc’s offering, and I wrote what was I felt was a negative, yet honest and fair review, which was published on The Public Reviews website shortly after. In my review, I stated that the show was “unauthorised” as when I researched the show, I found a number of articles and quotes from the makers of the TV show saying that the show had not been authorised by them. Quotes from Sunshine Inc’s Managing Director, Francis, revealed that he hadn’t contacted the makers of TV programme to ask for permission to use the characters. Furthermore, on Sunshine Inc’s website they stated in the small print that their work had no association with the makers of the original TV show. So, with this information to hand, I mentioned in the review that the show was unauthorised.

A few days after the review was published, Melina emailed me to ask if we had any feedback on the show, and I replied with a link to the review, along with a brief response explaining that I hadn’t enjoyed the evening, but thanking her for inviting me and John along.

Melina’s response was interesting, to say the least; she emailed me back almost immediately and asked for the details of our “Managing Director” stating that there were points in my review that were of “great concern”. I responded, explaining that John, my editor, was the best person to contact and included his email address.

However, Melina emailed me again to ask for John’s mobile number, but because John was reviewing throughout the day, I was unwilling to share his phone number without his consent, or without him knowing what was going on. I decided not to respond to her email immediately, and concentrated on getting in touch with John to explain the situation.

As I tried to get hold of John, however, Melina continued emailing me demanding John’s phone number, saying that Sunshine Inc’s managing director, Francis, wanted to speak to him. Again I didn’t reply to her emails as I was concentrating on getting in touch with John. However, Milena’s emails continued, and she then began demanding that I remove the review from the website “immediately”. She also claimed that the show was authorised, yet didn’t say by who, and didn’t produce any evidence of this authorisation. When that failed to elicit a response from me, she further claimed that my review was “lies” and was therefore “libel” and again demanded I take the review down “immediately”, or they “would take legal action'”.

After reading these emails, John asked Milena to send him an email detailing her concerns, and to also highlight what parts of the review that she and Francis believed to be libellous. He further asked her to include the evidence of their authorisation so that we could address their concerns. Milena, however, ignored this, and emailed me again, telling me to take down the review before they took legal action. I replied, repeating what John had said, and also stressing that we couldn’t help them until they told us what issues they had with my review. I also asked her to send me evidence of authorisation, and asked for specifics, including the details of who exactly had authorised the show, such as the TV channel, the production company or the show’s writers.

Milena responded, ignoring my request, offering no evidence of authorisation, and further accusing me of trying to discredit the company, alleging that I had something against Sunshine Inc. This is untrue; I had never heard of Sunshine Inc until John forwarded me their Fringe PR in May. After reading this email, and following legal advice, I was told not to respond to any further emails from either Milena, Francis or any other representative of Sunshine Inc, as they had stated they were taking legal action, and could use our emails against us in the future. The lawyer also assured us that if they really were taking legal action, we’d be hearing from their lawyer, and not them, as they would also be told not to contact us for the same reasons.

However, despite my silence, Milena continued to email me throughout the day, and her emails became steadily more aggressive and more bizarre. John even forwarded me an email that Milena had sent to him, alleging that I was involved with a rival theatre company, naming the founder of that company, a woman I shall call Julie, and stating that this company had a “history of malicious intent” against Sunshine Inc. Incidentally, when Milena emailed John with this allegation, she inadvertently libelled me and Julie by alleging we were working together. These emails culminated in Milena taking a screenshot of my Twitter account, stating that the nature of my tweets regarding their show, which had been written after the review had been published, showed my negative review had been “premeditated” and that they were “taking further action”. They further accused me of “gross unprofessionalism”.

I contacted the Fringe Media Office to ask for advice about the situation. To my surprise, they told me that they were aware of what was happening, as Sunshine Inc had contacted them earlier that day. They told me that in a phone call that lasted around an hour, both Milena and Francis had spoken to Fringe media officers, demanding that the Fringe use their “considerable power” to force John and me to remove the review from The Public Reviews. The Fringe Media Office refused, as they don’t possess that power, nor do they want to.

A few days later, someone from Sunshine Inc called my mobile, but I let the call go straight to answer phone. They didn’t leave a message, and luckily, they haven’t tried to phone me since. Their emails, however, continued until the end of the Fringe, as they emailed John on several occasions to ask for the details of our “Managing Director” and for an address, so they could send an “official letter of complaint.” Eventually, John emailed them back, explaining that we had no managing director, we had no official address as we are online media, and that the best way to get in touch was to email him with specific concerns. Which, irritatingly enough, was what we asked them to do weeks earlier, when they had first made legal threats. They responded, asking “Who owns and runs The Public Reviews?” To which John explained that he did, and we haven’t heard from them since.

This happened during the second week of the Fringe, and while I like to consider myself as an experienced and confident reviewer, this incident shook me to the core. It made me question myself, my writing, my abilities and my voice, and was an extra stress during an already incredibly stressful time. I trained in art journalism for two years at university, and I have worked hard for the last three years since graduating to establish myself as an honest, objective and constructive critic. While I have had my fair share of abuse because of my reviews, this is the first time that I have been threatened with legal action for what I have written. I researched the piece thoroughly, as I do with every review I write, and I wrote a truthful and accurate review.

What’s very interesting, however, is that Sunshine Inc had one other reviewer attend the show, who also gave them a negative review. I have spoken to the editor of that publication, and they have not been contacted by anyone from Sunshine Inc. Recently, I made contact with one of the writers of the TV show, who confirmed that Sunshine Inc had never received authorisation from him to use his characters in their show.

Reviews are, essentially, the reviewer’s opinion, and as with any thing else in life, opinions will differ on almost many subjects, especially when it comes to performance. People are entitled to disagree with critical opinion, just as they are entitled to disagree with popular opinion. However, threats of legal action, and the intimidation, bullying and harassment of journalists simply because someone disagrees with what they have written, are immoral, unethical and odious. I cannot and will not be treated this way, by a company that are so desperate to undermine my authority and my review that they are prepared to not only accuse me of libel, but also in turn, libel both me and Julie in email correspondence. I have no idea if Milena and Francis have threatened journalists before, but judging by how quickly they threatened me with legal action, I would hazard a guess that this probably isn’t the first time that they’ve done this.

My advice to any company that is disappointed with a review is to see what they can take from it. If the review is constructive, then there will be something positive in there that you can learn from. If the reviewer has made an error, such as a spelling error, or got the name of an actor wrong, then feel free to contact them and tell them. Journalists, like all human beings, are fallible, and often work to very tight deadlines, especially during Fringe time. Tight deadlines, full schedules and many, many sleepless nights can lead to mistakes in copy. Editors are often very happy to correct inaccuracies when contacted.

However, a difference in opinion is simply a difference in opinion. Libel law exists to protect people who have been libelled and who have had very unfair things said about them in print. It does not exist to prosecute journalists who give a show a negative review, and it most certainly was not created to be used as a threat designed to intimidate journalists, editors and bloggers. Libel is a very, very damaging word and process, it comes with responsibility and should only be used if there is an actual case for libel proceedings. Journalists are busy people. Journalists are especially busy during the Fringe; we don’t even have the time to respond to the most basic emails during August, let alone waste precious hours and even days, dealing with baseless and utterly false allegations against us. I am very angry that I had to devote what little time I had during the Fringe to Sunshine Inc, because it cut into my reviewing schedule, which meant that I couldn’t attend the shows that I really, really wanted to review.

So to all journalists and bloggers: familiarise yourself with UK media law; study it until you can recite it. Join the NUJ – they have lots of lawyers who can deal with threats like this on your behalf. Stand your ground, don’t give into intimidation, bullying and aggressive, underhand tactics by “companies” like Sunshine Inc.

To all the people who supported me during this difficult time, including John and Glen at The Public Reviews, my close friends and family, the Fringe Media Office, Liam Rudden of The Edinburgh Evening News, Nick Awde of The Stage, and the CATS panel, including Michael Cox, Joyce McMillan, Mary Brennan, Allan Radcliffe, Mark Brown, Neil Cooper, Mark Fisher, Thom Dibdin and Gareth K. Vile: thank you. Your words and advice were of great comfort, and I’m so glad that you took the time to listen to me and support me last month.

And finally, to Sunshine Inc, I will say this: journalists communicate with one another. This means that if you threaten a writer or a publication with legal proceedings, other writers will hear about it. Once others learn about your treatment of journalists, it damages your reputation more than any negative review ever could. Some might say that’s ironic, but to me, that’s poetic justice.

Update: Following a request from Interactive Theatre International (formerly Interactive Theatre Australia) I am happy to confirm that the show and company in this blog have no connection with Interactive Theatre International or their show, Faulty Towers The Dining Experience which was performed at B’est Restaurant at this year’s Fringe.

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