How do we increase our media profile?
- Convenor:
- James Yarker
- Attendees:
- Sam Fox, Pippa Frith, Orit Azaz, Chris O’Connel, Jane George, Emily Ayres, Ellie Robinson, Seth Honnor and Tom Davies
- Description:
Rather than speaking to the relatively small numbers of our networks, how do we make contact with the tens of thousands who engage with the mainstream media?
Television.
Even Local TV: coverage seems to be very hard to get. It is ‘eccentric’ in its selection process and in, certain cases, believes its audience has no interest in art.Fierce was sighted as an example of an organisation able to generate coverage. Either by a wise choice of events or by using both local and national media agents?
Sam noted Kindle recently engaged a PR agent with some success but ultimately the media wanted to know when the show was coming to London.
Radio.
Pippa explained that Women and Theatre had got coverage for its recent fundraiser through Janice Connolly’s celebrity status.James noted that in more commercial art forms PR Agents place artists into review and discussion programs so their art has it’s profile raised via the personality of the artist.
National Newspapers
Lynne Gardner appears to be the only person in the national media with an interest in non-mainstream theatre and who is prepared / allowed to move outside London. Yet even she cannot guarantee coverage. Where are the new reviews coming from and will they ever find space in print? Is there due a big expansion of online editions of papers reviewing more work?Chris O’Connell noted that only a few favoured venues outside London get covered, it is something even big Reps struggle with.
Local
Orit noted that with Stratford’s Local Paper on-side for Shakespeare’s Birthday event she was able to control what the paper said.Philosophical Issues
The value of reviews was questioned. An argument was put that though they do not always immediately generate big increases in audiences they have a cumulative effect. Reviews and media coverage is politically useful as evidence for funders, sponsors and the City Council. Reviews also potentially help get gigs.Approaches
Is there a way of creating a dialogue with editors and journalists? Can editors be taken to arts events and enthused? Should others in the media be targeted? Business, Environmental, Social, News correspondents?Discussion with Neil Rami, Marketing Birmingham who is, interested in promoting Birmingham through Art. He too is frustrated but may help with strategy.
Generate word of mouth excitement about shows put ourselves in the way, be impossible to ignore by becoming news worthy, by stopping the city, through stunts, viral marketing and bottom up efforts.
Seth suggested we should ‘let go of the message’ and be first to market with our ‘on-line’ news to be the first there.
Talk to Mark Borkowski.
Things are changing fast, keep re-appraising what is important and how listens to what.