2021 Guide to Press Releases

This is theSpaceUK’s guide to putting together and issuing a press release for your show. If you’ve never written a press release before, this is an excellent guide showing how to put one together and who to send it to. theSpaceUK’s Press Offi ce is here to help companies and also be the public and press-facing represent- ative of the entire season. We can offer advice, sounding boards, tissues and hugs, motivation and inspira- tion. However, we aren’t your PR team and nothing will replace the work you do for your shows yourselves. No-one can push your show better than you can. Remember, your press release is a sales tool; your aim is to attract reviews and feature pieces. Avoid mystery and spell out what you think is distinctive about the show – the Edinburgh Festival Fringe is the world’s largest arts festival so competition is vast. All press releases should be uploaded through theSpaceUK’s Production Website for approval. Getting your press release in early will give us time to approve it and allow you to start contacting journalists as quickly as possible.

The 2021 Deadline for press release submission is Friday 23 July.

If you have any questions about writing your press release, please get in touch with us at publicity@thespaceuk.com

Edinburgh Festival Fringe 2021 Fringe Festival Edinburgh Hints & Tips • Find a hook in your press release, this could be topicality of theme, star names attached, debut pieces of work, an unusual story of how the show came to be, previous garlands and awards • theSpaceUK has a (small) team of experienced editors who will approve your press release. Getting the press release in early will ensure that it’s approved quickly • Once you’ve written the press release, get someone else to check it over before you send it to us for approval. It helps to have a fresh pair of eyes on it • We have provided a sample press release at the end of this guide 2 Edinburgh Festival Fringe 2021 from the media. Please see the attached samplepress suggestions.from themedia.Pleaseseeattached release for formatting • • • • • • • • • • Hints &Tips canbefound onourresources information page brand the SpaceUKlogos andfurther your company/showhasbeenpreviously reviewed, quotes If we thenrecommend usingacoupleof 3:Companyinformation Paragraph theshow’s styleis(dance, 2:What musical etc.) Paragraph theshowisabout 1:What Paragraph your press release usuallyhas3paragraphs The copy of A4,includinglistinginformation. Press releases shouldbenomore thanonesideof • • • • • • Press releases 300-350words shouldbeabout andcontainthefollowing information 1. Writing apress release Keep it short. A single side of A4paperisenough Asinglesideof Keep itshort. information. convention mentioningshow istouseitalicswhen The standard titles,films,booksandpublications. 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