|
Danae DeShazer is the Public Relations Manager at Florida Studio Theatre in downtown Sarasota. Just like any PR professional, she wears ten gazillion different hats and no two days look alike. Here is a chronicle of a "typical" day in her work schedule, Wednesday July 6.
|
Today looks to be a rather simple day. Tonight, we have our FIRST preview of our next summer show Our Son's Wedding, so preparation for that is in the works!
This morning, I brought in five newspapers that had been sitting inside my front door from the Holiday weekend (Happy Fourth!). The theatre has a subscription to the Sarasota Herald-Tribune for the marketing department (press archives, advertising, etc.), but every time it got delivered, it was a struggle finding it! Someone from the box office would pick it up and start reading it, or a stage manager would toss it in the mail room. It just became easier for them to get delivered to my house instead - so I knew exactly where the paper was, and I could be in complete control of our archives. However, sometimes I forget to bring them into work with me… oops!
I get to work around 9am, and boot up my computer. The administrative offices at Florida Studio Theatre look like that of an old-school newsroom. Industrial red ceilings with pipes and structure showing, beautiful spanish marble, and L-shaped wooden desks lined up in rows. The open "newsroom" is surrounded by windowed offices (including our expansive literary office, a few personal offices, the business office, and a small conference room). Our artistic director, Richard Hopkins, says the dynamic of our offices infuses communication and collaboration together to allow us all to work most effectively.
First things first, I check the reports and sales from yesterday. Our show, COWGIRLS, is currently in an extended run, and single ticket sales were great yesterday! Yeehaw! Also, I got a few emails from audience members saying how much they loved the show. As the PR Manager, I have the luxury of receiving all 'general emails' for the company (i.e. send something to info@floridastudiotheatre.org and I will be the one who responds, or routes your message elsewhere)! I used to think this was cumbersome, but now I understand that my ear is to the ground on many issues or praises that the theatre receives.
At around 9:30am I get an email from John Scalzi at ABC-7 to confirm the interview we have tomorrow for the noon news. All is well - I'm bringing an actress from COWGIRLS on the show to talk about her experience and promote the final weeks of the run. He asks for video clips. Shoot! I spend the next 45 minutes picking clips, editing, adding effects/intros/credits, and then copying the files to a CD to run to the studio.
I finish the video clips just in time for a 10:30am meeting with Julie Milton, the Executive Editor of SCENE Magazine. She is prepping her September Arts & Culture issue, and we talk about editorial and advertising opportunities. She tells me about her plans for SCENE Magazine this year, and I tell her about the big things happening at FST in the upcoming season. It's an exciting conversation. Even though I've worked here for 2 years, I was sure I hadn't met Julie in person before. She said I looked familiar enough it was like we had met. I guess that's what happens in this town.
11:30am, what now? I create an email to our subscribers inviting them to the free Summer Reading Series beginning Monday. We are presenting 3 new plays on the next three Monday nights. One of the plays may be in our 2011-2012 season as a world premiere. It will be exciting to see how the audience reacts to the play – and may delineate whether or not we produce it. Of course, I can never be sure, as our artistic department makes all of those decisions.
Wow, it's almost 12:30pm. I created and sent the email to our subscribers. I also created a new "show page" on our website for the series for more information. We're a little late in launching this campaign, but hopefully we get a very positive response (and fill the house for Monday night!).
Got a call from our ad rep at the Bradenton Herald. They are doing a special "readership series" promotion for Harry Potter where everyday for two weeks, families can look in the paper to find clues that will lead them to "finding the Golden Snitch" (how CUTE!). There is a special sponsorship ad available that will run with each promotion daily for two weeks straight in the Local Section for an incredible rate. Looks like we'll be buying an ad to support our Summer Camps that begin in late July! It's a go - I begin conversations with the marketing assistant, Audra, about design needs for the ad. Audra started at FST about a month ago and has taken over most of the advertising and graphic design of our materials - however, that used to all live in my world so I have my hand in all of it right now.
I have a few minutes before lunch at 1pm, so I'm going to go ahead and call my media contacts to get confirmation for our Opening Night this Friday. Even though we begin performances tonight of Our Son’s Wedding, the official “press opening” is this Friday. I’ve already spoken with a handful of my contacts about coming this weekend (or rescheduling for a different date), but a friendly reminder doesn’t hurt.
Oooh! My Google Alerts just brought me the sweetest treat. The cover story of the A&E section of the Longboat/Sarasota Observer was just put live online... can't WAIT for it to hit newsstands tomorrow! It’s a story by the lovely Loren Mayo (community editor) about the FST Improv Troupe and the Sarasota Improv Festival... makes this PR girl VERY proud.
Time for lunch until 2pm. Heading downtown for a quick bite and chit-chat with the office girls.
After lunch, I begin working on the information for the Sarasota Improv Festival. It's only 10 short days away, and there's still so much prep to happen for all the marketing materials, PR, and more. Audra and I will be working on getting that stuff together in the next few days, and I've finally received every group's bios and headshots. Phew!
Also, just got confirmation for a photo shoot for tomorrow evening at Island Park. The Sarasota Herald-Tribune is shooting the FST Improv troupe in the children's fountains for the cover of TICKET (the July 15 issue). It's amazing what asking will do. "Do you guys have a cover story planned for July 15th?" "Nope, not yet... whatcha got?" "Let’s make it about the Sarasota Improv Festival." And we've been working on the story ever since! Interviews happened a few weeks ago, and we're finally shooting the cover image. Can't wait to see it on newsstands next week!
The Sarasota Herald-Tribune invoice came in for June advertising. It's always a bear to figure out the budgeting for that one (so many shows, so many ads!). I'm still working with Audra on getting her trained... so, we sit down for awhile and talk about how to compute it all. I kind of love crunching numbers... it just makes sense to me! Hard to believe coming from a theater girl.
I have a quick meeting with our Literary Manager, Amanda Cayo, around 2:45pm to talk about a new cabaret show that is under development. I must gather enough information about the show so I can write a marketing blurb on it for our upcoming Winter Subscription Renewal mailing that drops on Friday. As soon as I can whip up a blurb, I can send it to print. Audra is pulling the numbers of the list now, so all should be golden.
I can't believe it's already 4pm. I've been working on writing marketing blurbs, I sent an automated phone call, and called some more of my press contacts. I also set up a radio interview for next week at Sarasota's local station WSLR. Our playbills arrived for Our Son's Wedding - thank goodness! We have our first audience tonight, and luckily, we made our deadline.
It's now shortly after 6pm and I've been in a Design Daze for the past couple hours! I have been putting together the Sarasota Improv Festival playbill for next weekend's fest. I'm ready to go home and take a little break from my computer screen! Then, I'm back at the theatre tonight for the first preview of Our Son’s Wedding. There are a few “faces of the theatre” that are scheduled to give the pre-show curtain speech… the PR Manager happens to be one of them.
I arrive at the theatre around 7:30pm. The Gompertz is buzzing with excitement. Several couples and anxious theatre attendees are having delightful conversation on the Gompertz patio – enjoying the somewhat decent weather (at least it’s not raining).
I check in with the stage manager inside – I’ve never given a curtain speech in the Gompertz (only in the Keating and the Cabaret) so we talk logistics of when he’ll give me the “cue” and when to head up on stage. I hang around in the foyer and chat with the director of Our Son’s Wedding, Janet Mitchko. She’s a lovely woman (and very talented, too!) so we have a nice conversation about theatre and the likes.
It’s about 7:59pm now, and I head to the top of the stairs. I finally get my cue! I head onto the stage for my last duty of the day… “Good evening ladies and gentleman! Welcome to Florida Studio Theatre…” Our patrons are never afraid to talk back to me – it’s much more of a conversation than a speech. When I ask the audience to turn off their cell phones, pagers, or anything else that beeps, buzzes or makes noise, a small old man asks, “Can I keep my pacemaker on?”
Never a dull moment here at the theatre!
(To contact Danae DeShazer, please give her a call at (941) 366-9017 x338 or shoot her an email at ddeshazer@floridastudiotheatre.org)