FEATURE – It’s never too early for Edinburgh Fringe: A guide for Fringe PRs

With the Edinburgh Fringe looming large on the horizon and press releases coming in thick and fast, I thought it would be wise to include a short guide for Fringe PRs for those of you wanting us to feature your show. So for yet another year, here we go.

As some of you may know I’m the Scotland editor at The Reviews Hub as well as an independent blogger here at Glasgow Theatre Blog, so for those brave souls taking their shows to Edinburgh this year, this might help:

There are over 3000 shows all vying for attention, if you follow these guidelines, please believe me after many, many years, you have a much better chance of getting your show featured:

  • Do some research on the publications you’re sending your release to – if we don’t cover your genre, please don’t send it – journalists talk to one another, especially at the Fringe and spamming every publication won’t get your press release read.
  • Include full listings information at the start of the email (hardly anyone does)
  • Include full and clear details for your press contact in the email (simple you’d think).
  • Format your press releases in plain text, don’t try to be “different” no attention-grabbing formatting quirks or forty different fonts please and be concise. (Whacky doesn’t work – professional does).
  • The text of your press release should be in the body of the email. Include a short description of the show. No marketing superlatives or pull-quotes from other publications.
  • Don’t send us any text as an attachment. Don’t send PDFs (PLEASE, PLEASE, PLEASE DON’T – THE BANE OF EVERY EDITORS LIFE AT FRINGE ARE PDFs) or a link to a Facebook page. Any extra work, (even a single click) for overworked editors will result in your release being ignored. *An esteemed colleague has just pointed out – don’t send releases as an Apple Pages document (we’re not always working on an iphone or iPad) or a photograph of your press release! Oh yes it’s just happened.
  • The subject of the email should be the show name (the venue and dates would be great too).
  • If you have a specific press night, (please include full details of date and time).
  • Include production information: company, producer, director, writer and cast.
  • Do make sure all the information in your press release is correct; it may seem silly to point it out, but errors are often rife, including spelling mistakes!
  • Include an image, preferably landscape. We are an online publication and will only run a feature with an accompanying image.
  • Only include information about one show per email.
  • Email only once, please.

There are hundreds of hard-working professionals at the Fringe. However, there are even more amateurs – this is just a gentle reminder of how you can get that show you’ve been working on for a year featured.

For those of you mad enough to go to the Fringe, send your PRs to glasgowtheatreblog@gmail.com or scotland@thereviewshub.com

Good luck, break a leg and all that, and see you at the Fringe.