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.
Chapter 6. PR Cycles for Syndicated Shows, Cable Channels, and Streaming Services, Plus the Celebrity PR Image-Repair Cycle
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PR CYCLES FOR SYNDICATED SHOWS, CABLE CHANNELS, AND STREAMING SERVICES, PLUS THE CELEBRITY PR IMAGE-REPAIR CYCLE
Chapter Overview: When you finish this chapter, you should be able to answer the following questions:
• What is the difference between off-network syndication and first-run syndication, and how are they publicized?
• What is the difference between basic cable and premium cable, and how are they publicized?
• How do Netflix and Amazon publicize their paid subscription, made-for-binge-viewing, original series?
• SIDEBAR: The Entertainment PR Toolbox—Press Statements and the Celebrity PR Image-Repair Cycle
This chapter discusses the publicity cycles for television programming that diverges in various ways from the network model discussed in the previous chapter. Keeping the network model in mind, each section will delineate both the similarities and, more importantly, the differences in the PR goal, strategies, and overall cycle. This chapter covers publicity for off-network ← 107 | 108 → syndication, first-run syndication, premium cable, basic cable, and original programming for streaming services.
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