Developing Positive PR for Arts & Tourism
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Theatre Ad Infinitum - 'Light' - Deborah Pugh, Michael Sharman (photo copyright Alex Brenner)

Tips for Organising a Press Campaign

Here are just a few thoughts on developing your Press campaign:

  • Know what you want from your Press and PR campaign - do you want to help to attract more funding, gain industry recognition, increase sales, create more understanding of your key messages or maybe a combination of several things?.
  • Be prepared! Create a realistic timetable, leaving enough time to research stories, write them and get them to the press well within their deadlines. Create a plan to attract press interest which includes news releases, picture stories, press nights or launches, familiarisation visits, social media activity etc.  You could also think about written interviews, factsheets and other lively material.
  • Target press who will be interested in you and develop relationships. Get to know their deadlines and the kind of stories they write.
  • Identify some interesting stories about your organisation to help you achieve your goals. When writing news releases make sure your stories are clear, interesting,  relevant and succinct.
  • Provide good quality and visually stimulating hi-res images that reflect what you're trying to say.
  • Ensure someone from your organisation can provide lively and interesting interviews, if requested.
  • You can follow up your release with a phone call or another email to selected contacts to offer interviews, visits or more images and information, but be cautious about badgering!
  • Always be on the look-out for stories, picture opportunities, reasons to contact the press and make the most of them.
  • Use social media to create a buzz.
  • Evaluate your work by keeping tabs on resulting coverage.

Of course there's a lot more to creating a successful campaign so to find out more talk to Rachel by calling 02380 732981 or 07931 736376 or emailing

RM Communications undertakes to provide the best advice it can based on the information it receives, but RM cannot accept liability arising from reliance on this information. It is for guidance only and should not replace legal advice.