╨╧рб▒с>■  ,.■   +                                                                                                                                                                                                                                                                                                                                                                                                                                                ье┴c ┐jbjbЁSЁS ж$Ъ1Ъ1      ]╥╥╥╥╥╥╥***** 6*ЯъVVVVVVVV\^^^^^^,ЙЇ}ФК╥VVVVVКV╥╥VVVVVVV╥V╥V\ц""╥╥╥╥V\VV\╥╥\J F)╗**V\УGIFTING ITФ PUBLICITY PLAN A special thanks to Jim Graham (a.k.a. Ron Jon - Burning Man media team captain, organizer of the Burning Man Film Festival) for graciously sharing his thoughts for a smooth screening that promotes local community. Overview Spending a few hours getting the word out can mean the difference between a decent turnout and a great turnout to see the film. The most important thing to remember is that personal contact is the most effective technique for securing publicity leading up to the event. Entertainment reporters, even those for smaller newspapers and media outlets, are inundated with email. Talking to a reporter on the phone or meeting face to face substantially increases the likelihood that he or she will report on your showing. Timing ItТs best to crank up the publicity at least three weeks prior to the showing, particularly when dealing with weekly newspapers and radio stations. Weekly newspapers have upward of a five-day lead time for stories, and, to increase your odds of coverage, you want to be in touch with the editors a least a week before deadline. Radio stations will also run a public service announcement for a week or more leading up to the showing. Publicity Kit This publicity kit includes a press release, radio public service announcement (PSA), a sample email, and a flier. Each will need to be modified with the specific information for your showing. Ways to get the word out Word of mouth Word of mouth is the most effective way to get the word out to folks in the burner community. Tell your friends. Tell them to tell their friends. Tell them to bring all their non-burner friends. Email lists Similar to word of mouth. The publicity kit includes an example of an email blurb to post to email lists, both burner lists and more generic email lists where folks post information on upcoming events. DonТt limit yourself to burner lists. A number of folks have created lists specifically for their camps or projects. Ask them to post to those lists as well. Web-based discussion lists Some cities have Craigslist. Just about everyone runs a Yahoo or Topica group. Find the ones where folks talk about local events and post to those. Again, modify the email blurb to fit your needs. Website Depending on how well-trafficked it is, a website usually best serves as a place to direct folks to after having informed them about the event some other way. Website publicity is most effective if mention of the film showing is at the top of the page. Be sure and direct traffic to the www.giftingit.com website. Local alternative weeklies Alternative weeklies are one of the most effective ways to reach non-burners as most people turn to them when looking for interesting things to do for the weekend. You want to get to the weekly at least two, and preferably three weeks prior to the date of the showing. These pubs usually have small staffs, so itТs particularly effective to go to their offices, ask for the entertainment editor, give them the press release and ask them if they could run it. Personal contact makes all the difference in the world in these cases. Follow up with the editor at least a week and a half prior to the event and ask whether they have any questions about the event. This serves as a reminder for them to run it, in the event it got buried or they otherwise forgot. The same goes for hitting college newspapers, which may be either weekly or daily. Radio stations Next to college newspapers, college radio stations are the best way to hit the college student community. Visit the station, ask for the program manager and ask them if they can air it up through the day of the show. Most are more than happy to. Public radio stations (typically the ones that air NPR shows) are also usually willing to air public service announcements. Get it to them as well, preferably as much as three weeks prior to the showing. Local daily newspapers Depending on the size of the community, the local daily newspaper might have a reporter assigned specifically to cover entertainment, or entertainment might be one of several beats that the person covers. Best bet for finding the right person is to check the newspaperТs website under the Уeditorial staffФ section or actually read the paper to see who is writing about local plays and performances. Call the newspaperТs main phone number and ask for that person. When they put you through, the first question to ask is whether they are on deadline. If a reporter is on deadline, they usually donТt want to be distracted with a pitch for a film showing. Best bet, if they are, is to ask them when a more convenient time to call is, say УthanksФ and call them back then. If you catch the person at a good time on the phone, tell them you have a press release on a film showing and would like to drop it off. Some reporters will just say УEmail it to me.Ф If thatТs what they want, do it. Otherwise, itТs best to drop by the newspaper offices during their off-deadline hours and hand it to them. Again, remember, these people are inundated with information. Personal contact can mean the difference between getting a blurb in the paper and being forgotten about. Follow up with a phone call to that reporter three days prior to the event, again asking if they have any questions about the announcement. ThatТs a gentle way to remind them to publish it in the event they forgot. Flyers Flyers are one of the least effective ways for advertising an event unless you can do something to really make them stand out. If you do want to do flyers, use colored paper (everyone else uses white) and post them in coffee shops, libraries, college hang outs, record stores, head shops and around colleges. You want the flyer to have the words УBurning ManФ be visible from at least 20 feet away. If someone sees those words, they are more likely to walk up and look at it. 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