What do Press and Publicity do?

A Press and Publicity role involves managing the publicity and promotion of theatrical productions to generate media coverage, attract audiences, and enhance the public image of the theatre company or venue. They will often issue press releases to local journalists and national newspapers. 

What are the main responsibilities in Press and Publicity?

  • Develop and maintain relationships with journalists, editors, reviewers, bloggers, and other media professionals to secure coverage for theatre productions 
  • Write and distribute press releases, media advisories, and press kits to announce upcoming productions, events, cast announcements, and other newsworthy developments
  • Pitch story ideas, interviews, and feature articles to journalists and media outlets to generate interest and coverage for theatre productions, artists, and creative team members
  • Develop publicity strategies and campaigns for individual productions, seasons, or special events
  • Organise press nights and media previews for theatre productions, including arranging complimentary tickets for journalists, coordinating backstage tours, and hosting post-show receptions or Q&A sessions
  • Coordinate red carpet events, VIP receptions, and opening night celebrations for theatre productions, inviting media representatives, celebrities, influencers, and industry professionals
  • Collaborate with community organisations, schools, universities, and cultural institutions to engage diverse audiences and promote accessibility initiatives such as discounted tickets, outreach programmes, and special events
  • Gather and analyse audience feedback, reviews, and survey data to evaluate the effectiveness of publicity efforts
  • Serve as the primary point of contact for media inquiries, coordinating interviews and managing media relations 

See also Social Media Manager and Marketing for similar roles. 

Find training, experience and funding opportunities to help you get into theatre here 

What qualifications do I need to be in Press and Publicity?

Many individuals start their journey by pursuing a degree in a relevant field such as Public Relations, Communications, or Marketing. During their studies, they may participate in internships, extracurricular activities, or student organisations related to Media, Journalism, or the Arts. Building a network of journalists and press contacts is also very useful. 

What skills do I need to be in Press and Publicity?

  • Communication skills
  • Media relationship building
  • Creativity
  • Organisational skills
  • Digital literacy
  • Strategic thinking
  • Adaptability
  • Passion for theatre

What does a career in Press and Publicity look like?

Individuals may begin their careers in entry-level positions such as PR Assistant, Communications Coordinator, or Marketing Assistant within PR agencies, media outlets, or arts organisations. These roles provide valuable hands-on experience in media relations, writing, and campaign coordination.

Read our blog 'What does work experience in theatre look like' to find out where to start.

How much can you earn in Press and Publicity? 

Pay, salary or fee can vary depending on the theatre or company, as well as your personal experience. Press and Publicity roles can often be combined with other roles, such as Marketing. Working in this area holds a salary of around £25k-£35k. 

The above is a guide. Pay, salary or fee can vary depending on the theatre or company, as well as your personal experience. National institutions or commercial productions can pay in excess of the above, with profit-share or community theatre paying less.  

You can find theatre jobs via The Stage Jobs here 


Published: 7th June 2024

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