Art house marketers can feel like they’re stuck inside a hamster wheel of repetitive tasks. Learn about the difference between marketing and public relations and how the introduction of some classic public relations strategies can increase awareness of your organization and maybe even get more people out to see films.

1. Art House Marketing
vs. Public Relations
What's The Difference?

2. Barb Guy, APR
Salt Lake Film Society
Jenny Jediny
Film Forum
Jill Witecki
Tampa Theatre

4. PR is _____.

5. What is Public Relations?
“Public relations is a strategic
communication process that builds
mutually beneficial relationships
between organizations and their
publics.”
-- Public Relations Society of America

6. Marketing

7. Advertising

8. Public Relations

9. Brand
Awareness

10. Examples of Publics
Anyone who can have an opinion about your
organization:
Movie goers
Other non-profits
Businesses in your area
Board members
Elected officials
Groups that use your space
Film community
Journalists
Staff / volunteers and their
families
Universities / schools
Vendors / suppliers
City employees / county
employees
Neighborhood councils

11. Public Relations is
everything you do and
everything you say.
… in relation to each one of your publics.

12. Set Goals
What do you want each group to
know about you and / or do?
Don’t use a blanket approach; set
a goal for each group on its own.

13. • Determine (or measure) where you
are now in relation to each goal.
• Set a date in the future to measure
again.
• Implement your plan.
• When the date comes, see if you
improved.
• Revise your goal or set a new one.

14. Keep Repeating this Circular Process:

15. Remember This:
You are in charge of your
organization’s
reputation and you can be a leader in
improving it.

16. More about Public Relations
• Read up
• Join up
• Get your APR

17. Making The Old
Seem New Again

18. • Promoting an experience
• Competing with new releases/shrinking print
coverage
• Cultivating a new audience

19. Calendar panelsCalendar panels

20. Theater slidesTheater slides

21. Neighborhood promotionsNeighborhood promotions

22. Targeted e-blastsTargeted e-blasts

23. Targeted e-blastsTargeted e-blasts

24. Social mediaSocial media

25. Press coveragePress coverage

26. Promotional PostcardsPromotional Postcards

27. • Promoting an experience
• Competing with new releases/shrinking print
coverage
• Cultivating a new audience

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SO I KNOW I NEED PR.
NOW
WHAT?

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10 STEPS TO PR-FECTION
1. Consume Media in your Community
2. Identify the Easy Marks
3. Don’t Forget Alternative Outlets
4. Develop a Media List

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10 STEPS TO PR-FECTION
1. Consume Media in your Community
2. Identify the Easy Marks
3. Don’t Forget Alternative Outlets
4. Develop a Media List
5. Service Liberally, BUT…
6. Make Yourself Ever-Available*
7. Pitch with Photos/Video in Mind
8. Position Yourself as the Expert
9. Take the Bad with the Good
10.Reap the Benefits of Being a Media Darling

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35. ANY QUESTIONS?
(Don’t Forget To Fill Out The Survey!)