How to Make a Press Kit for Your Improv Group [The Basics]

Some people say Chicago Improvisers are the most generous people in the world. This might or might not be particularly true, but I know that as a comedian doing this (along with stand-up and sketch) that we are pretty much all in this together.

The way I figure it: The more you succeed with your improv company, the better off improv as an entity is and with that the more likely improv will be seen – which means the more likely everything eventually rolls back to all of us.

Win Win.

With that said, I have always been pretty generous with how to market from the successes I have experienced with not only Oui Be Negroes, but with other comedy ventures. For a while there people were saying “Well, you have a gimmick. It’s easy to promote your company because there are not a lot of African American ensembles.” This might also be true too. But I always said “If you just tried to promote yourself it doesn’t matter what hook or gimmick you have. I point to The Second City and The Annoyance and ComedySportz or Theatersports. The gimmick means nothing if you do not promote the gimmick.

Part of promoting that is telling people who can tell a mass audience. The big influence for me has been to the media. To do this they will always ask for your Media Kit – or Press Release so they can in turn (if interested) put you in their newspapers, magazines, television shows, radio stations, concierge information, online sites, that scrolling thing in the back of cabs and other places that needs your information.

Example: The Obligatory Improv Company

For an example of how to do this, let me introduce you to The Obligatory Improv Company. They all auditioned for a team and none of them got on. They in turn decided to just start up their own company. Joe Smith has taken on the task of being their Marketing Person.

Joe is a go-getter. He was picked because once at the bar improvising to no one but other improvisers he mumbled, “It’s like doing theater to the wind” and was given the opportunity to prove everyone wrong. This person got online and went to the queen mother of improvisational promotion – The Second City – to find points. This is what he found out:

The Obligatory Improv Company Media Template should be all-encompassing. It should be everything you ever need in a Full Media Kit. This includes:

1. The Obligatory Improv Company first page for Calendar Listings
   Using what most major online newspapers currently use: the template asked by sfgate: He designed a first page that encompasses the major outlets for media: Television, Radio, Dailies, Weeklies and Monthlies. He included a blurb to be used that can not only be used for calendars, it is interesting enough alone to use to score that Cover Story or longer “What To See This Week” blurb. It also includes a PSA to use as both TV and radio will use them liberally if interested and that is all about free.
2. The Obligatory Improv Company second page “Real Faux Article”
   With a touch of research, Joe found articles on improv by other companies. He looked at the format of the writing. From there, he wrote a “Faux article” for his second page. He knows he is literally handing the journalist on a silver platter what they could possibly write about. More importantly, it is giving comedy and theater journalists the “Full Reason Why” they should write something. It also includes pictures they took of themselves by someone else in the company to use. It gives the person looking at their media kit the actual “Visual look” of what they could possibly write about.
3. The Obligatory Improv Company Third Page of Cast Bio and Pictures.
   This page comes in two fold: It shows who is in this company, it gives pictures of cast members who just might be quoted by a journalist.
4. The Obligatory Improv Company Fourth Page of Reviews and References
   Yes. Joe knows this company is brand spanking new. They have only been around for six months and only has a Facebook Page. But on that Page is a really nice comment by someone who saw their show. He sends them a Facebook message to ask if they can use it. Joe knows good and well to not make up ridiculous quotes that do not exist at all or make up wacky ones that are overplayed and annoying and can backfire. Just by looking at his info from Second City, it is apparent they let their comedy speak for themselves and not in their press releases.
5. The Offer for Free Tickets.
   Joe knows you always offer. He also knows that some journalist will call and say they will be there and offer to pay. Joe knows you do NOT wish to upset them by pushing free tickets on them. If they offer, Joe will take their money gladly.

Joe realizes he can cater one or more pages to anyone in Word and PDF.
When Joe finished his full on media kit and then got on to start compiling and researching a “Updated Media List for his area” he realizes that everyone has slightly different “Rules” Some just want text in an email. Others are cool with attachments. Some prefer a link online. Some places wish for you to use their “System Form” to submit your media release. This where he realized that he can have his full release in Word and pdf. Word specifically to cut and paste text into their own programs and everything else for classic “Email/Faxing” and even printing for those strange guys still living in 1999 and you have to mail a Media Kit to.

Joe knows he must update his press release each and every time they do a new runs different from the last or to remind media they are still around if they have an ongoing run.
Joe has seen it happen with other companies: The zeal of doing their media and landing articles and news shows and an online popular zine. He has also seen that slowly die off after a few years. He knows that this media kit needs to go out at least six months to remind the press they are still around. This is why the Blanket Template is so important. Joe can just pop onto his computer and adjust at will. From the change in new company members to a change in venue to announce a new show. Even if there is a new picture or even a new logo. Once the template is up, everything else is gravy.

Joe knows in Improv it is about Group Mind. He also knows this does not apply to Marketing.
Joe gets all the base bio information and quotes current company members would like to use in the Real Faux Article. He even might let one person help with a proofread. But Joe knows if he tries to go through “Committee” it will never get done. Improv is about trust. So Joes explains in improv terms that they must “Trust his work doing media and marketing.” He is cool with getting suggestions, but the ultimate decision comes down to the person they have entrusted with their marketing. Joe also has learned to take that one company member he lovingly calls “A ton of ideas who won’t do shit” with a grain of salt on telling him what needs to be done.

Joe is such a swell guy. He decided to take his media kit and share it with me to share it with you. Because Joe wants everyone who does what he loves to succeed too. It is attached here in PDF.

Some people say Chicago Improvisers are the most generous improvisers around. I don’t know about that really. But when it comes to succeeding in what we do as comedians – we are sort of alright.

Just ask The Second City.

What do you think of Joe’s Media Kit? How is it different from yours? Use the comments to let us know.