------------Completed Course----------

OKAY. HERE'S THE FULL COURSE: https://skl.sh/3JfzP39

I could truly use feedback. Ask questions too, and get yourself some press in the process. Thanks!

---------Intro Video------------

CLICK FOR TEST INTRO VIDEO

--------Class Description----------

BE HEARD ABOVE THE DEAFENING ROAR OF THE INTERNET

This class is about playfully and creatively persuading press contacts to feature you and your passion projects in major newspapers, magazines, podcasts, news programs and a plethora of other online publications.

YOU’LL LEARN HOW TO:

Find direct email info for the contacts covering your field
Build a dynamic press kit
Identify what makes you newsworthy
Write persuasive headlines and hooks
Personalize one-on-one pitches to get your foot in the door
Maximize email marketing systems to increase your odds of success
Create a media stunt that grabs attention

TIPS FOR ANY ENTREPRENEURIAL PURSUIT

These outreach methods work to cut through the noise of any industry. Whether you’re looking to increase visibility for a side hustle, new project or established business, there are media outlets catering to a potential audience for you. No experience is required. All you’ll need is a way to send email, and perhaps a free account with an email marketing service like Mailchimp or Constant Contact.

UNCONVENTIONAL METHODS / HUMANISTIC APPROACH

Press contacts are overworked, underpaid and pitched hundreds of times a day. We do not spam them! (it doesn’t work anyway) I’ll reveal real life case studies that show how I leverage my marketing savvy and care for human people to catch press attention- and how you can definitely do it too.

HISTORY OF SUCCESS IN DOING AND TEACHING

20 years ago, tired of feeling invisible as an artist, I started using my imagination to develop singular methods for getting featured in publications like The New York and LA Times, Good Magazine, NY1 News, Backstage and more. Now, I experience a deep catharsis in sharing what I wish someone would have taught me back then. Learn more at jamiebenson.com.

As a marketing director and consultant, I've worked for Houston Symphony, Paul Taylor Dance Company, Joyce Theater, and Sony Pictures. As a workshop leader, I’ve led thousands of entrepreneurs in digital marketing workshops through New York University, Actors Fund, Theater Development Fund and more. Visit jamiebenson.myportfolio.com for more.

SATISFACTION FOR THE ATTENTION STARVED

It’s easy to feel invisible in this world sometimes. Help press people, as well as potential funders and clients, get a good story and support your causes. Press coverage is a win-win if done properly. Let me help you.

----------Class Project------------

Together, we’ll construct at least one dynamic, descriptive Press Release Headline about your personal and/or professional story. It will live at the top of one of your future press releases.

Pick an upcoming announcement related to your passion project, real or imagined. It could be a product launch, public event, recent award received, or anything you’d like to update the press about.

In one or two sentences help journalists quickly answer questions like:

Who are You?
What are You Promoting?
When is Your Next Thing?
Where does it Take Place?
Why You? Why Now?

Press Release Headline Example: “Radically Inclusive Dance Group Unites Hundreds across globe for Online Performance to Honor International Day of Persons with Disabilities this December.”

*This press release headline led to a feature in The New York Times.

Example Breakdown:

Who: “Radically inclusive Dance Group”
What: “Unites Hundreds in Performance”
When: “this December”
Where: “Online”
Why: “to Honor International Day of Persons with Disabilities”

Things to think about:

Write the headline you want to see about your work.

Sometimes press cut and paste this sort of thing.

Write different headlines for different updates and announcements.

Did you just get a grant? Award? New collaborator? Have a different newsworthy focus for each press release.

Make it skimmable.

Press people will ruthlessly skim your materials. Your headline needs to have the most important information

Make it human.

Are you defying odds? Overcoming tragedy? Tell them your “story” if appropriate.

Be specific.

You do comedy? What kind of comedy? Stand up? Improv? Is it cerebral or slapstick? Be clear.

Use dynamic adjectives.

After a first draft, always see if you can add or “punch up” descriptive words.

Additional Benefits: This style of writing can be super useful for email subject lines, grant descriptions, verbal networking and more.

TRY IT. SHARE IT. This is for practice so don’t overthink it. Try a few options. Play around. Submit whatever you’d like to the Project Gallery, even if you’re unsure. We’ll offer feedback. That’s the beauty of Skill Share.

Here’s a link to a folder of press release samples of mine, if useful.

---------Class Outline------------

CLICK HERE TO VIEW

Jamie Benson

Choreographer, Comedian, Marketing Pro

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