Media relations: Learning from the examples of others – both good and bad

[amazon_link asins=’1119362415′ template=’ProductAd’ store=’succeedingi0d-20′ marketplace=’US’ link_id=’fd2323de-dc46-11e8-8997-73a2ea19f95d’]- You Can’t Stop the Beat. At the request of a theatre, I interviewed a talented young composer. The theatre sent a program bio, but the composer followed up with clips of his music and other materials. He piqued my interest. We hit it off on-air, and I’ve become a follower of his activities. He has become a resource for material.,.and I can’t wait to showcase his endeavors. The Take Away: When you build a rapport with a reporter and become an invaluable resource, they will feature you again and again.

My composer resource is Alexander Sovronsky[1], who just composed the score to The Mother of The Maid, starring Glenn Close Off-Broadway. I was introduced to his work when he composed a score to Hartford Stage’s A Midsummer Night’s Dream, and productions at Barrington Stage and Berkshire Theatre Group in WMass.

– Tell Me More. I recently did the public relations for a creative economy seminar, featuring a nationally known expert. It was on short notice and scheduled for a weekend crowded with other programs. The expert provided great materials to use for promotion, but it was tough getting the kind of coverage I’d hoped for because of the short timeline. On the day of the program, the expert began the day saying, “I’m so glad to be back in the area, because I went to college here.” If only we’d known! The Take Away: If you have local ties, make them known. We could have involved the alma mater, which would have been thrilled to be a part of the day.


Mark G. Auerbach is principal at Mark G. Auerbach Public Relations, a Springfield, MA, based marketing, public relations, development and events consultancy. He is also the arts columnist and reporter for The Westfield News Group in Massachusetts and Connecticut and producer/host of ArtsBeat Radio on 89.5fm/WSKB. You can find more information about Mark at Facebook and LinkedIn.


  1. ^ Alexander Sovronsky (
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