Press Articles Explained

Posted on Posted in Edinburgh Fringe Festival, Marketing, Publicity

The Edinburgh Fringe Festival is covered by press from all over the world.  Publications, big and small, journalists both employed and self-employed, flock to Scotland to report on anything and everything!

 

Here at The Arts Business we have already talked you through how to write the Perfect Edinburgh Fringe Press Release, but now it’s time you really understand the ins and outs of the articles their looking to print.

 

1.       Features

What is it?

These are the large pieces you often see in publications.  It could be all about you: ‘New feminist comedian breaks the comedy circuit’ or about a group of people doing something similar: ‘New feminist comedians who are breaking the comedy circuit’.  These often include quotes and interviews with the performers.

How do I get one?

Write a pitch: What makes your show distinct? What are its special qualities that aren’t in anyone else’s shows? Does it discuss any current affair topics? Find your unique selling point and pitch the f**k out of it! 

 

2.       News

What is it?

Simply something worthy of being a headline!  It is pretty tricky to get a fringe show in the news as not only do you have to contend with the rest of your fringe fellows but you will also have to battle the rest of the world! 

How do I get one?

You seriously need to have something deemed reportable, but remember, even though it’s difficult to remember at the moment, not everything in the news is doom and gloom, if it’s a slow or bleak news day they’ll be looking for that piece which will lift spirits.

 
3.       Diary

What is it?

A story that isn’t quite newsworthy enough to be news and isn’t quite long enough to be a feature, frequently associated with gossip columns.  Short and juicy titbits worth a short mention! 

How do I get one?

It’s not really something you can plan!  It’s more if you happen upon: an interesting anecdote during your run!  Maybe a celebrity saw your show, maybe a streaker with ‘BREXIT SUX’ scrawled across their chest took to the stage!  Any cheeky morsel you believe will make readable gossip!

 

4.       Newsletters

What is it?

Chances are every receiving house in Edinburgh will have an email and mailing list which they send a weekly or monthly newsletter to their followers.  This is an easy and free way for you to get the news of your show out to potentially thousands of customers.

How do I get one?

Firstly, check out if it is tailored to your kind of show promotion by joining the mailing list yourself and checking out the information you receive.  You can also simply ask the venue if this is something they do and if you can be on it.  The earlier you ask the more likely this is to be an option.

 

5.       Reviews

What is it?

When someone comes to judge your show!  Remember there is no guarantee the reviewers response will be positive so it could be good or bad press for your show.  Having said that, don’t obsess about reviews!  They are not the be all and end all.

How do I get one?

Check out our Fringe Press Release article to grab the press’ attention and remember to pick reviewers who are interested in your genre of work!  You wouldn’t want a children’s theatre reviewer to see your very adult naked cabaret and they probably won’t be too keen on hearing from you either.

 

6.       Podcasts

What is it?

The modern radio programmes, these vary from clip shows of full sessions to tailor made, specific broadcasts for certain target audiences.  They even have some which run especially during the Edinburgh Fringe Festival.

How do I get one?

Find the right one for your show!  There are podcasts out for anything and everything so you are bound to come across one that meets your exact category!  For example, if you’re doing a show on Harry Potter, why not try getting a slot on ‘The Mugglecast’

 

7.       Bloggers

What is it?

Basically: online newspapers, often more personal and easy for individuals to set up and talk about their interests!  Fun Fact: they were originally called Web Logs which eventually was shortened to blog.

How do I get one?

As you would a podcast.  Be sure to do your research on audience number and reach to clarify that they are definitely for you.  If they only have four followers on facebook and have been going for 2 years then it probably isn’t worth your time.

 

8.       Sharable Online Content

What is it?

Simply the posts, tweets, grams, messages, videos, gifs, photos and content you share across your social media platforms when they are shared by someone else.

How do I get one?

Try tagging the people you want to share your content in your posts, if the content is special enough they may just share you, but at the very least they should notice you.  But, don’t be a spammer!  Nobody likes a spammer!  Using topical and appropriate hashtags can help to!

 

So, go out and get in the paper so you and your followers can: READ ALL ABOUT IT!

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