Although filmmakers are storytellers, this is a skill they often forget when it comes to launching a public relations campaign for their films. They have a tendency to mistakenly shift gears and go from telling stories to selling products and the last thing that the media wants is to be sold.

Remember, the presentations that you develop for your marketing campaigns are seldom going to be of value when it comes to your PR outreach. One sheets can be valuable when approaching distributors or buyers, but they are useless when it comes to PR. The last thing a journalist wants to see is a one sheet. A sales piece that is designed to attract buyers is simply going to turn off journalists.

Again, journalists want stories not fact sheets. One sheets are valuable, but not in this case. They neither offer stories or a narrative. The mere fact that your film exists is seldom going to be enough to interest the media. You find it interesting because it is your passion. It is the product of your blood, sweat and tears. To journalists, your film is simply another film that they are being pitched, one of hundreds they are pitched on a regular basis.

The media is not in the job of promoting films, but of telling compelling story. So, with that in mind, don’t simply pitch them your film, pitch them a story. The media needs story ideas on a regular basis.   Try and view this from their perspective. What about your film makes for the most compelling story angle?  Keep in mind, the answer will change depending on the media outlet you’re pitching, a story that will interest your local media, will be different than one that interests the trades and a national outlet will most likely need a different approach altogether.

The fact that you have made a film is an accomplishment you should be congratulated for, but it is not a story. Develop a list of story ideas that will meet the media’s needs.

You’re creative.

You’re a storyteller

Use those gifts.

Before you start your PR outreach, come up with a number of different story angles, they could be about the topic of the film, your journey as a filmmaker, the various actors in your film, unique filmmaking techniques you utilized, etc. Now work to match the stories to the various outlets you’ll be approaching.

Do some research and make a list of target media. You don’t want to send out hundreds of press releases, but a targeted list that you can then follow up on. There are services such as Cision and Vocus that sell media lists, but they can be expensive. Google and some time and work can be your best friends when it comes to doing media research. Remember different media can help you achieve different objectives.

We have worked with filmmakers to help reach a mainstream audience, whereas others were primarily interested in reaching distributors, influences and investors. Each filmmaker has his or her specific PR agenda. To give yourself the best chance to achieve your goals, be creative, take some time, develop compelling stories and - give the media what they want.

Film PR Agencies