Writing a TV or film press release: What you need to know
It is no secret that when you are about to release a new TV series or film, you want to have as much hype around it as possible. Although there are many facets that go into creating that hype, one of the oldest and still most relevant ways of doing this is through press releases.
Well-crafted press releases that get picked up by the media have the power to educate the masses, generate interest and build an audience. So how do you do this? What is the strategy when it comes to crafting successful press releases for TV and film?
Here are some tips you should take into account when forming a press release strategy.
Press releases are all about storytelling
The most important thing that you can do is sell your news through strong storytelling.
Too often writers think too much about small details such as formatting or length when drafting their press releases.
Although press release length can be an important aspect to consider since you don’t want to include unnecessary fluff, the fear of such details is not the first thing that you should be thinking about.
According to Malin Strihagen, the Vice President Band & Communications at SF Studios, the number of press releases that you release for a specific film or project can vary.
Studio films often have a lot of press releases connected to them, whereas smaller independent films may just have one or two. If you send out several releases about a film, all of them will have different angles, adding new information about the project, such as cast announcement, production start, trailers, artwork, premiere dates and so forth. If you are just releasing one, then of course you will need to include more details.
For example, if you are just announcing a release date then you can keep it short and sweet. However, if you are going to announce the cast then you want to have bios and pictures connected to it.
“Film press releases are all about storytelling. So you want to include a synopsis and pictures to help you do that. This is really important.”
TV and film is a visual medium, so capturing an audience’s attention with pictures is great to give them a glimpse of what is to come.
However, if you want to take it one step further, then drawing them in with video teasers and trailers that leave them wanting more is a great thing to do.
You can do this by adding a link to the trailers in your social sharing channels or you include them at the top of your press release rather than using a static image so that journalists don’t need to click away from your news.
Not all press release systems are capable of embedding videos. Choosing a PR platform that is made to support heavy media files in the entertainment industry, like Clipsource’s Media Center will make it hassle-free for you to distribute the videos you need along with your press releases.
Include a clear title and subject line
You want journalists to open your email and read your press release. This can be quite challenging since they receive hundreds of “mindblowing” stories in their inboxes every day. Hence, make sure you have a strong headline! What is the most exciting thing about your upcoming film? What makes it newsworthy?
An a-list actor staring in it?
“Apple Original Films lands Formula One racing feature from Joseph Kosinski, Plan B Entertainment and Jerry Bruckheimer Films, starring Brad
Pitt”
“‘The Gray Man’ - Ryan Gosling and Chris Evans wow fans in Berlin”
A unique genre?
“Apple TV+ debuts trailer for new dark comedy “Bad Sisters,” from award-winning creator and star Sharon Horgan”
A record-breaking budget?
“WSJ: Amazon spends record-breaking $715 million on Lord of the Rings: The
Rings of Power”
Whatever it is, make sure that you include a defining element in your title and your email subject line. Not only will this hopefully capture the media’s attention but it also gives them something they can use themselves.
Win. Win.
Include downloadable media for journalists to use
If you want journalists to pick up on your film or series releases, then you need to provide them with media to use. Don’t leave them searching for cast images and film posters. You want to make their job as easy as possible.
Do this by including high-resolution images and clips that they can download and use.. Not only will this make it easier for the media to promote your story but it will also ensure that they don’t grab poor-quality images from other places.
Know your audience
Who are you sending your press releases to? Do you use an external agency? If so then you are probably using their media contacts as well - meaning that you don’t really know who is receiving your latest news.
Building your own media lists allows you to form relationships with your contacts and learn who would like to receive news about specific shows and films.
If you have your own PR CRM then you can create your own segmented lists and determine the type of press releases you want to send out to your contacts. If you use an agency for publicity, invite them to use your PR CRM and media lists instead of using third-party platforms. This means the agency will foster journalists’ relation to YOU, rather than to the agency. Also, it allows you to keep full insight into what work has been done, and the results.
How do you gauge if your press releases are successful?
It is easy to get overwhelmed with vanity metrics when you are trying to determine if your press release was successful or not. People often get overwhelmed looking at email open rates and CTR’s, trying to find connections. Don’t fall into this trap.
Malin Strihagen says:
“We only look at coverage and the response of the article (positive, neutral or negative).”
“We only look at coverage and the response of the article (positive, neutral or negative).”
Even if you composed a “perfect press release” in terms of structure, it always comes back to the bigger picture - is this a film or TV show that the media and the public are excited about?
Conclusion
Sometimes you can do everything right and your TV show or film doesn’t get the exposure you think it deserved. That is normal.
There are so many releases every month that unfortunately not every piece of content can be covered in the same way.
Follow these guidelines and use your gut feeling to create TV and film press releases that you feel confident about.
Clipsource has been hired by some of the industry’s finest entertainment brands to enrich and streamline their PR workflow and help them distribute more materials to more stakeholders at a lower cost. Contact us today to learn more about how you can unleash the power of your programs.
