Important: When finished your press release should be sent to press@zoovenues.co.uk for approval before being sent out.

What goes into a Press Release?

Make it succinct - approx one A4 side of 300-400 words - and attention grabbing. Editors will receive dozens of press releases each day.

The opening paragraph should capture what is unique about your show and why it’s worth seeing. Avoid making grandiose claims, but give an impress of quiet confidence in the quality of your show.

Your press release needs to convince journalists to come and see the show, and answer some of the questions they might have about it, and your company, its background and current situation.

What are your major selling points? Is it the show and the ideas behind it, or your company’s pedigree and past success? Lead with what you feel is most likely to attract attention.

Don’t forget the important basic information - when and where the show is on, and who to contact for more details, images or interview requests.

The ZOO Press office - press@zoovenues.co.uk - has a stock of example press releases from previous years if you’re looking for inspiration.

How should you send your Press Release?

Send your press release in the body of the email. This makes it as easy as possible for editors and journalists to read it. They will be receiving dozens each day, so you want to maximise your chance at retaining their attention.

If you have formatting that you think might be spoilt in an email, attach a fully-illustrated version as a Pdf but put some or all of the main press release in the email body in plain text.

Where should you send your Press Release?

To press@zoovenues.co.uk for approval. We will always try reply promptly with approval or suggestions. This also means we have a copy of your press release on file for us to send out.

Once approved, send it to the Fringe Media Office (mediaadvice@edfringe.com) so that they can include you in their own dealings with journalists. We recommend sending your press release to the Fringe Media Office in May as the programme launch is in early June.

The Fringe Media Contact List is now available (contact mediaadvice@edfringe.com to request access); you should send it to all the publications or journalists on the list that you believe are appropriate, for example theatre shows should target theatre reviewers in particular. Be aware that this list stipulates particular publications’ or individuals’ preferences for how they wish to be contacted.

When should you send your Press Release?

The ideal time to send your press releases to the review publications is between mid-June and mid- July. Don't leave it any later or the papers will have already decided their review schedules.

The Fringe Press Office like to start receiving your press releases in May, but this is a bit early for newspapers. For a lot of the Fringe press, anything before early June is too soon and they're simply not ready to make reviewing decisions then. Many online publications may not be in a position to make reviewing decisions until July.

Should you send images with your Press Release?

You want your whole press release email to be about 500kb when it is sent, and definitely less than 1mb. These will load faster if included within the email, and crucially not clog up anyone’s inbox.

A couple of striking pictures can give a useful visual reference for the show, particularly if it has some stunning visual elements.

However, the person receiving your email may not be the person deciding which images to use when it comes to publication. It’s common for picture editors to contact requesting images separately later on and closer to the time of publication.

A word about Images.

Make sure you have print quality (300dpi high-resolution files) images available as early as possible, and certainly before August.

It’s great to have these somewhere accessible that can easily be sent to anyone who may require them - for example, in a folder on Google Drive that you can link to, including in your Press Release. If they’re already online and ready to go, you’ll be able to get them to anyone who needs them in no time.

300dpi high-resolution files are an important consideration for any print publication and making sure you have them ready before August, and on-hand if needed can ensure you don’t miss your chance at getting a picture of your show used alongside the review.

Additional Press Releases.

It could be worth following up your initial press release with an update sometime in July. Perhaps you will have had some successful preview shows by then, or your plans have changed in a newsworthy way, for instance a cast change, someone famous being impressed by you and/or your work, or some kind of misfortune that you’ve had to overcome. Try and find a fresh angle for the second release. It can act as a useful reminder for the press, but will be counter-productive if you have no new information to add.

Any secondary press releases also need to be approved by press@zoovenues.co.uk, and of course we will also keep it on file to send out if necessary.

Press Packs

It's not essential to have a full-length pack as well as your press release, but many companies like to prepare something longer to send as a follow-up to the initial press release.

Your press pack could include all the information that you could not fit in your initial press release – such as more details about cast members, your company's history, past reviews, and future projects. It could also feature a selection of images, perhaps links to some footage of previous shows, or extracts or a trailer from this production. Make sure that your original press release is also included.

Please also send your Press Pack to press@zoovenues.co.uk for us to keep on file and send out if necessary.

Do reviewers respond to Press Releases?

Because the Fringe is such a huge event, don't expect journalists to get in touch unless they have specific questions. If they are intrigued by your press release and want to review your show, they will simply book a review ticket – but be aware that although publications often decide their review schedules weeks in advance, many journalists make their actual ticket bookings at the very last moment.