Communicating with Audiences
Every show needs an audience. How do we find them? How do we reach them? How do we motivate them to buy tickets? This informative book provides an essential look at the public relations strategies, tactics, and tools that have put Hollywood entertainment at the center of global popular culture. It uniquely focuses on the public relations cycle in each segment of the entertainment industry. PR cycles connect strategy to benchmarks in product development, production, and distribution, as well as to seasons and industry events.
Chapters focus on the basics and challenges of successful public relations for: blockbuster movies; independent films; network, syndicated, and streaming television; personal publicity and celebrity representation; award events; music; video games; sports; and tourism. Also discussed are charity tie-ins, public service campaigns, and corporate public relations, as well as the use of digital and social media for two-way conversations with
Sidebars give examples and instructions for writing effective entertainment media releases, media alerts, press statements, pitches, PSAs, social media postings, and campaign proposals. Other sidebars analyze the ways industry organizations use events such as the Academy Awards and the Super Bowl to build public awareness and place their industries at the center of popular culture.
This book is a valuable resource for those who already know the basic strategies, tactics, and tools of PR and for those who want to learn them in the context of the rapidly changing field of entertainment and tourism marketing.
This book is the culmination of many years of entertainment industry and public relations experience; of daily reading The New York Times and Los Angeles Times entertainment and business coverage and reading the daily Hollywood trades, The Hollywood Reporter and Variety; of learning every day from my entertainment and public relations colleagues and clients; and of being questioned and schooled by insightful journalists such as Michael Cieply, now of The New York Times, and Brian Lowry, a living encyclopedia of television.
I am grateful to California State University, Fullerton, particularly to the Faculty Professional Leaves Committee and to Communications Chair Jason Shepard for the semester’s sabbatical leave that allowed me the time to complete this book. Thanks also to my CSUF colleagues, especially Dr. Andi Stein, whose book writing is an inspiration, and to Dr. Ed Fink, who first encouraged me to return to academe to share my entertainment expertise.
Thank you to Acquisitions Editor Mary Savigar for encouragement and support and to the wonderful production team at Peter Lang.
I am also grateful to my able, succinct graduate student assistant, Jessica Gray, and most especially to my COMM 465: Entertainment PR students, whose eagerness to learn about the entertainment business inspired me to organize my knowledge for class and then to shape it into this book. To all my readers, I wish you success, great media coverage, and high audience engagement.
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