18 tips on writing a Press Release & Bios

We all know how hard it is to write press releases and bios (biographies) especially when they are about yourself or your own project. I had to write a fast bio last week as I am doing a very cool immersive theatre event at the Hoxton Hotel directed by Simon Evans and the production company needed it (you can read their press release Here) plus I am  workshopping my own show ‘The Singing Psychic’  this coming weekend at The Lost Theatre directed by Colin Watkeys.

My advice on writing them starts always with…

1. Have the strongest opening possible, they may only read the first three lines so they have to be great.
2. Mention any awards you have won or been nominated for – although in my case ‘award nominated chicken documentary narrator’ is only useful for any press I do on voiceover work or as an amusing side fact! The press love writing ‘award winning ….’ as an opening sentence
3. Accepting that you start with your strongest credits or interesting (ideally well respected) peers you have worked with. It may be sad but it is true, celebrity brings column inches, don’t make it up (unless it’s of the ‘Marysia once shared a lift with…’ for a comedy show’
4. Write it in the third person
5. Hone a great strap line. The strap line is the phrase at the top of the press release. It needs to be snappy, intriguing and relevant to your project and the press it is going to.
6. be very specific in your details and consider what you choose to share carefully, depending on the target audience of both press and the end audience. In writing my bio this week for the site specific immersive theatre experience I am doing I mentioned all my stand up comedy, compering and immersive theatre experience including my Edinburgh, Montreal and Brighton Festival touring shows. However if it is for film press then I rarely mention any stage or singing experience, the bio has to focus on my upcoming film projects and screen highlights. Of course if you have won an Olivier or Tony Award then do mention that.
7. They really don’t need to know that you wanted to be an actor from the age of 5 where you played the donkey in the school nativity play or every teacher you had in your training
8. Handpick credits and training, they don’t want what you played in drama school
9. Understand who is your ideal customer, and focus on finding where they hang out on the internet so you know which publications to target! By ideal customer I mean who your art or show will appeal to, who your tribe is. Don’t say everyone will love your project because they won’t! (Listen to my podcast with coach Ryan Lock on how to Identify your ideal customer
10. Accept some people will hate or just not get you or your work, write from a positive ‘this is my take on …’, we all have a unique world view that is valid and worthwhile.
11. Write it specifically for the audience you trying to reach, not a one press release for all media
12. Get a few friends to read it first, especially those with media experience
13. Even if you have a press agent write the first draft yourself so they can then see where you are aiming and hone it.
14. Ideally get any PR or marketing minded friends to see your show first as they may see an approach you didn’t
15. Enclose links to production stills, headshots, video, audio, websites
16. Have a press page on your website so the press can easily have access to other material such as photos without having to ask for them
17. End it with a short interesting fact or piece of trivia, I have ‘died’ on screen 8 times in the last year by various ways from guns to shrapnel so that is on my IMDB page.
18. The final touch should be social media links such as your twitter handle or your website

Other ideas

• Have very strong press photos done specifically for your project
• Get an art director or photographer you trust
• Create a press photo that links in brilliantly & sells the show but be clear – I had a great shot for my ‘Find Me A Primitive Man’ show but in it, it had a character that was not in the actual show. People complained!
• Have a great flyer made by a professional or learn to use Photoshop well yourself.
• Build an updated database of press contacts, people move around but their names generally stay the same!
• Find new media to publicise your project from podcasts, radio, local press, social media and blogs not just the traditional media.
• Somehow, some way make a trailer video. It could be stock images set to music at the worst case scenario but anything you do with moving sound and pictures helps! I spent yesterday coming up with ideas for a short trailer for my Singing Psychic show, I am not having to market it hard at present as it is still in workshop phase but a little 2 minute video is causing me much amusement, terror and confusion – what am I trying to say, show etc. However there is no right it wrong and 60 seconds of video is better than non at all. Believe me when I am preaching to myself here!

There are lots of other ideas and articles on marketing your project Marketing

Guardian article: Common Mistakes of Press Release

Details of my Singing Psychic shows at The Lost Theatre (Oct 10th & 11th)Here – festival do Solo Theatre