media release changes by papers

I sent Media releases out for Harbour Theatre's current production recently, only to find that one of the 'local' community papers had added two lines to it, totally changing what I had written and given away the ending of the play! I rang them only to be offered an apology, but please keep sending them information!
My question is, has this happened to anyone else? Can the papers change our media releases so much without consulting me?
We need the publicity, but I'm loath to trust this paper again if they feel free to change to content of a media release so much.
I'd appreciate any comments about this subject, Thank you.

Hi Robert
Robert Tagliaferri wrote:
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> I sent Media releases out for Harbour Theatre's current production recently,
> only to find that one of the 'local' community papers had added two lines to it,
> totally changing what I had written and given away the ending of the play! I
> rang them only to be offered an apology, but please keep sending them
> information!
I understand your disappointment, and this is in no way intended to excuse what the paper has done. But i wonder how significant it is to give away the ending? I take it the press release was for One Flew Over The Cuckoo's Nest, which was on the school reading list and a popular movie. Unless the play is remarkably different from either of those, the chances are a fair portion of your audience probably knows the ending anyway.
hehe you'll probably tell me it has entirely different ending now and spoil the whole thing :)
Whilst i'm wandering off topic.... as you'd be very aware, knowing the ending doesn't always spoil things and i've got some fond memories...
I remember heading to the cinema with my beloved, who wasn't in the mood for a tear jerker and didn't want to see one particular movie because she wasn't sure if they'd not all end up dying. She opted for Romeo and Juliet instead, claiming that it would be okay because she knew very well how that ended and it wouldn't be so bad.
Two tear-soaked hours later she cried, "It was so awful because i knew how it was going to end!" Tragic irony; it gets you everytime.
> My question is, has this happened to anyone else? Can the papers change our
> media releases so much without consulting me?
Yes, in my experience this happens all the time. I rarely see my media releases make it to print without being considerably or totally rewritten. I don't believe the paper is under any obligation to consult with you. If they significantly vary the facts, you may have recourse for complaint and might have them publish a correction or retraction. But a better angle might be to use the opportunity to improve relations with your local editor. Take the time to contact them personally. Next time you send a release you want them to remember you in a positive light.
> We need the publicity, but I'm loath to trust this paper again if they feel free
> to change to content of a media release so much.
I believe community paper editorial or advertisements make lousy publicity for theatre patrons. I'm not suggesting you ignore the free opportunities they offer, but i'm disinclined to lose any sleep over whether every paper prints a correct press release. I think an appropriate analogy for the effect you get from this type of promotion is blindly firing a shotgun into the air and hoping to bring down a flock of pigeons.
I think theatre companies need to work harder at identifying their market and targetting them. Your current patrons have to be your greatest asset in this respect. I also get the distinct impression that this is a job that Harbour has been doing very well.
Cheers
Grant

Hello Robert & Grant

yes, i to have experienced the odd article tampering by community newspapers, sometimes harmlessly, occassionaly giving false information.

Unfortunatly however, press releases are sent to the newspapers in good faith that a) they will print them (when you want) and b) that they don't masacre your lovingly worked text.
neither of these can be controlled by the author or theatre concerned.

The only way of guaranteeing that what you write will appear, in exactly the same way, is going to the great expense of having advertisments printed in the newspapers concerned.

Being non profit organisation, this is not possible for us theatre groups.

So i would have to agree with Grant, that concentration on the exsisting market, OUR PATRONS, and aiming our publicity at them is the most important aspect of theatre publicity.
However i still persist with my press releases, and shot that shot gun into the air...you never know what you might hit...
One positive example is Acorn's last turn out at our AGM.
As with the year before, i wrote an article for the community newspapers, hoping to inject some new blood into our club. In 1999 we gained 2 new members...
in 2000 we had approx. 40 new people turn up to the AGM, of which i beleive at least 20 have remained.
Of course our inclusion into the Guinness Book of Records most likely helped us considerably...
but it was good to have some positve feed back from a press release.

Good luck , Robert..we can only but try.

Sue Allen

Re press changes:
We do have some frustrating moments don't we, this week one of the commmunity papers has given the correct details etc for Melville's up coming thriller 'Ladies in Retirement'
(Guest Director the redoubtable Constance Ord)
BUT they forgot to include the booking information!!!!!!!!!
for anyone interested in coming to see this chilling thriller acted by an equally redoubtable cast (Barbara Reynolds, Rosemary Longhurst, Georgina Hall, Tina Cooke, Nicola Bond, Valerie Riches, Garry Englishby) then the dates are April 27/28/29, May 44/5/6 Matinee April 30 th 2 pm
booking number 8364-7648
We have made more improvements to our theatre for your comfort