Art House Marketing

vs. Public Relations

What's The Difference?

� Barb Guy, APR

Salt Lake Film Society

� Jenny Jediny

Film Forum

� Jill Witecki

Tampa Theatre

PR is _____.

What is Public Relations?

“Public relations is a strategic

communication process that builds

mutually beneficial relationships

between organizations and their

publics.”

-- Public Relations Society of America

Marketing

Advertising

Public Relations

Brand

Awareness

Examples of Publics

Anyone who can have an opinion about your

organization:

Movie goers

Other non-profits

Businesses in your area

Board members

Elected officials

Groups that use your space

Film community

Journalists

Staff / volunteers and their

families

Universities / schools

Vendors / suppliers

City employees / county

employees

Neighborhood councils

Public Relations is

everything you do and

everything you say.

… in relation to each one of your publics.

Set Goals

What do you want each group to

know about you and / or do?

Don’t use a blanket approach; set

a goal for each group on its own.

• Determine (or measure) where you

are now in relation to each goal.

• Set a date in the future to measure

again.

• Implement your plan.

• When the date comes, see if you

improved.

• Revise your goal or set a new one.

Keep Repeating this Circular Process:

Remember This:

You are in charge of your

organization’s

reputation and you can be a leader in

improving it.

More about Public Relations

• Read up

• Join up

• Get your APR

Making The Old

Seem New Again

• Promoting an experience

• Competing with new releases/shrinking print coverage

• Cultivating a new audience

Calendar panelsCalendar panels

Theater slidesTheater slides

Neighborhood promotionsNeighborhood promotions

Targeted e-blastsTargeted e-blasts

Targeted e-blastsTargeted e-blasts

Social mediaSocial media

Press coveragePress coverage

Promotional PostcardsPromotional Postcards

• Promoting an experience

• Competing with new releases/shrinking print coverage

• Cultivating a new audience

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SO I KNOW I NEED PR.

NOW

WHAT?

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10 STEPS TO PR-FECTION

1. Consume Media in your Community

2. Identify the Easy Marks

3. Don’t Forget Alternative Outlets

4. Develop a Media List

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10 STEPS TO PR-FECTION

1. Consume Media in your Community

2. Identify the Easy Marks

3. Don’t Forget Alternative Outlets

4. Develop a Media List

5. Service Liberally, BUT…

6. Make Yourself Ever-Available*

7. Pitch with Photos/Video in Mind

8. Position Yourself as the Expert

9. Take the Bad with the Good

10.Reap the Benefits of Being a Media Darling

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ANY QUESTIONS?

(Don’t Forget To Fi l l Out The Survey!)