Podcasting, Fandom, and Media Specialization

Media placement is one of the core tenets of public relations, if not the main goal: we build clients into Brands through their exposure across a variety of outlets until they hit the threshold of public interest and become relevant (and then the real PR fun begins).

The endless evolution of media is one of the ever-changing trends that we have to be very aware of in PR; particularly since the 2000s, news and pop culture consumption has changed radically (and continues to). For example, the last five years have seen an abundance of articles bemoaning the “death of journalism” in the face of social media ubiquity and a pervasive click-bait-as-business mentality. Leading national newspapers continue to increase print subscription fees as consumers turn to the Internet, and even that online presence is constantly challenged by the instant accessibility of in-your-face Facebook algorithms that bring the news to you via right rails and friends.

In that same vein, we no longer turn to radio as much as we used to in booking exposure for clients. Radio shows used to be a default go-to, but as with the rest of media consumerism in 2017, the variety show model has largely been eclipsed by outlets that are tailored to specific interests and which are easy to digest on the go with a smartphone.

Enter the Podcast. A portmanteau of “pod” (iPod) and “broadcast” coined in 2004 by BBC journalist Ben Hammersley, podcasts snuck into the scene and enjoyed moderate interest among key early adopters until an explosion in the 2010s that cemented them as a popular medium, challenging traditional radio business practices. Of course broadcast radio is still prevalent: it’s an easy habit to flip on FM while driving to work in the a.m., and if we're talking local traffic, national news, and current hits, you're set.

But, so many of our clients—especially our authors and filmmakers who are just starting to take off—don’t have stories that fit immediately into that general news mold. Podcasts offer an hyper-accessible channel with the advantage of highly particular subject matter, if so desired. The host-guest(s) conversational structure that features in so many podcasts also means authentic connection and the chance to build lasting and mutually beneficial professional relationships. Plus, podcast audiences are already primed to be interested in show guests.

Why is that so important if the audience is just a niche community? Because if we can successfully identify appropriate channels, we win guaranteed exposure for clients in communities that will champion them, and amplify their presence enthusiastically and organically. In eternal HBO hit Sex and the City, leading lady Samantha Jones is a PR pro who pushes her then boyfriend Jerry “Smith” Jerrod to commercial success as an actor, gleefully noting of his confusion at the path his burgeoning career is taking, “First come the gays, then the girls!” Sure enough, his career takes off right on schedule.

Now we’re not that particular market here, nor would we perhaps be quite so flippant, but the wisdom holds: in this new age of Comic-Con as a media mogul instead of just a nerd haven, and Harry Styles as a critically acclaimed musical talent beyond a pre-teen dream*, we embrace and rely on fandom more than ever.

In 2017, fandom is not frivolous, it’s what comes first.

What we’re saying: if you’re an author or a filmmaker, don’t shy away from appealing to niche audiences, or starting off with exposure in smaller, more specific outlets (and if you’re working with your PR team, trust us, there’s a plan). Podcasts in particular are your friend! Find the communities that love what you’re doing and want to champion you, so that when it comes time to pitch yourself to bigger fish, those mainstream outlets will care because a quick Google search will show that everyone else already does.
*If you're dubious about One Direction's main man, check out NPR's Pop Culture Happy Hour or Panoply's Switched on Pop for more on Mr. Styles...speaking of podcasts.

Producing A Film? Create Your PR Plan First

Making a film can be a magical experience, but many filmmakers get so excited about and engrossed in the making of their film that they forget producing their film is only step one. Actually the production of your film should be pretty far down the line in your film to-do list. Particularly when it comes to new filmmakers, the excitement of making a film, and all that is involved in scripting, pre-producing, casting, production and post production, has a tendency to become all consuming. Creating the film becomes everything. But here’s the question, what are you going to do once your film (filled with joy, enthusiasm and dreams as well as blood sweat and tears) is completed. How are you going to get your film, promoted, marketed, distributed? How are you going to build that bridge between your finished product and your audience?

If this article were actually a script, we’d be having a flashback sequence here. We flash back to the incarnation of your project. We would fade back to before you edited, shot, cast, or wrote your film and add a new focus to the process. In this sequence your new flash back approach in the past would change your future. You’d figure out a game plan outlining how to PR, promote and market your film. Your new public relations plan would act as a guide, as a roadmap as you moved forward in your filmmaking process. It would be a bridge-building process between you, your audience, distributors, potential investors and influences. It would be the focus that helped insure your film would have a strong shot at succeeding.

So many filmmakers come to me after they’ve finished their film. They’ve been so wrapped in the process and the project has inevitably gone over budget. They didn’t consider a marketing campaign before they started production and now have very little money left for marketing. There’s often little I can do for them at that point. Those I have most success with either start with me during pre-production, or from the start realized that marketing was an essential part of the game plan and kept that in mind during the production process.

Ideally you want to start promoting your film and creating a buzz online and in the media before you finish shooting or editing your project. A well thought out media relations and social media campaign can serve you in a number of ways. Keep in mind, depending on your needs; you are going to be addressing different audiences with your media relations campaign. One outreach could be directed to the general public, another to a more targeted grout of viewers, another to distributors and still another to possible investors. You can also start creating a buzz for upcoming projects while promoting your current film.

So dive into your film project. Make the very best film you can. But be smart about it. Make a PR and marketing campaign an essential part of your film’s game plan. You don’t want to end up with a film that a few of your friends see, or gathers dust in your home, or gets submitted to a few film festivals and then fades away. You’ve put your heart, soul, time and money into your film project. You now owe it to the film and to yourself to give it a chance to succeed.

The PR & Distribution Connection for Indie Films

There are two primary areas where most independent films run into roadblocks, the first is marketing/PR and the second is distribution. That has pretty much always been the case, but now, with the film industry in such flux and more competitive than ever, it’s becoming even more of a challenge. Marketing, public relations and media exposure do not only create a buzz and help establish your brand, but these strategies can also solidify distribution interest, and interest film festivals. Distribution gives your film a way to reach your audience

At Anthony Mora Communications, Inc. we’ve been promoting major and independent feature films and documentaries for years. Having worked as a screenwriter and indie film producer, I know the hazards and pitfalls of getting a film from concept to the market. With that in mind, we’ve developed a unique PR and distribution outreach designed to publicize and market films as well as secure distribution.

Our firm specializes in media placement, media training and image development. We have placed clients in a wide range of local, national and international media venues including: Time, Newsweek, The Today Show, 60 Minutes, CBS This Morning, CBS Evening News, People, US, Entertainment Tonight, Premiere, Fox News, USA Today, CNN, MSNBC, 20/20, Oprah, The London Times, The New York Times, Los Angeles Times, The New Yorker, Rolling Stone, Entertainment Weekly, and various other media outlets.

Making a film can be a magical experience, but many filmmakers get so immersed in the making of their film that they forget about focusing on the next steps, specifically marketing and securing distribution. Too many filmmakers forget to ask themselves what they are going to do once their film is completed. How are they going to get their film, promoted, marketed, and distributed? What is their gameplan for building that bridge between the finished product and the audience?

What we’ve developed are unique PR and distribution film packages with the independent filmmaker in mind. The approach is to actively PR and market a film while pursuing distribution through a number of channels including theatrical, DVD, VOD/Pay TV, and Online/Streaming.

We deal directly with distributors to make sure your film get the best deal and secure the widest release possible. By coupling our distribution efforts with a simultaneous specialized publicity campaign, we increase your film’s exposure both during the process of securing distribution, and during your film’s release.

If you have a completed independent film and are seeking distribution and publicity we can help. We have worked with a wide array of movies. Each film is unique and there are an almost infinite number of different strategies we can utilize depending on the needs of each project. Your primary objectives are to have your film find its audience and to make your project profitable. Public relations and distribution are the two keys that can help you reach your goals.