A Show in the Life of... A Publicist

What does it take to promote a theatre production? Who better to ask than Joanne Davis, who has been doing just that very successfully for Twyford Drama for the last few years. As she wraps up her publicity role with our upcoming show, Home, I'm Darling, before handing over the reigns to new publicity representative Ruth Clement, she was kind enough to sit down with us to give us an insight into what's involved.

So Jo, at what stage do you need to start thinking about publicity for a play?

I am such an early bird, I'm perhaps a little obsessed with advanced preparation and readiness! I truly believe publicity for a play should start to be considered at least a month before the production prior to it opens its doors. My first job is to contact the play's director and request a catchy launch article for the production. On receipt, I edit and proofread it, collaborating with the director where necessary. This is promptly forwarded to the local magazines ‘RG10’, ‘Round and About Woodley and Twyford’ and ‘The Local Word’, together with the show poster design and an image of the director. All this happens at the very time we're staging the production before - these magazines require articles to be submitted two months prior to publication, so it is good to start the ball rolling as early as possible to ensure an extra month’s footage. We are lucky enough to have developed a really close bond with our local magazine editors, who support us loyally and even come to enjoy our plays. The day immediately after the previous show has ended, the launch article for the next one is then also sent out to all the local newspapers and media websites, even before the auditions for the production take place.

And what does the publicity role actually involve?

It is essentially a PR role, which involves the engineering of positive relationships with as many facets of the local community as possible, not just the media: the Twyford, Ruscombe and Charvil parish councils, local businesses, shops, churches, old people’s homes, schools, local activity clubs, restaurants, public houses, garden centres, railway stations, sporting clubs, libraries, local societies, and coffee shops. It is about being out and about, meeting and greeting and showing gratitude and graciousness to our promoters and audiences. It sometimes entails singing our praises in terms of our successes in competitions and NODA rewards. The role can also require helping to promote other businesses in return for the support they give us and it naturally demands attendance and networking at promotional events such as the annual Twyford Parish Meeting. To me, it means becoming, over time, a recognised, approachable face for Twyford Drama within Twyford and its surrounds, and a mouthpiece which proudly and sincerely boasts the enormous talents of our small group to all. It is about selling Twyford Drama and making it a focal point in the Twyford Community, endeavouring to fill Loddon Hall on show nights and enjoying doing something for our group. Living locally does help and that is why I have agreed to help Ruth with the face-to-face work when she takes over the publicity reigns from me in October.

As Publicity Representative, I am responsible for making sure people far and wide, including NODA, know about our production. My main aim is to generate interest, increase ticket sales, and build the momentum and excitement before and during the show’s run. I am just one of a very hard-working publicity and communications team of three, all on the committee. This group also includes Emma Cianchi and Marc Reid who are responsible for the website, and social media and graphics respectively. Communication plays a crucial part of my role, as I organise press releases and progress reviews by the director throughout the run of the play and share these alongside rehearsal images with local newspapers, radio stations, community groups and websites. It is important that I keep the committee, Marc and Emma, and the whole of Twyford Drama, abreast of steps I have taken by sharing updates and signposting press footage.

To summarise, the publicity role involves liaising closely with the director, the producer, and the design team to make sure the advertising reflects the style and message of the play. It simultaneously involves working closely with community leaders and the general public. Strong communication, creativity, organisation, and a love of people are at the heart of my approach.

How did you first get involved in Twyford Drama?

I have always enjoyed teaching drama at primary school and have a passion for teaching creative writing because it facilitates dramatic expression when read aloud. My career over the years as school English and Drama Co-ordinator has involved writing and directing many plays for children to perform to parent audiences and to other schools, as well as staging annual oral poetry festivals.

When I was a teacher at Munich International School, I belonged to a faculty drama group. We had a terrific theatre at the school and put on yearly staff performances to parents. I had never been in a play myself, but was drawn like a magnet to this thespian expatriate group of educators of all nationalities. I remember in 1986 being encouraged to attend auditions by the principal who had observed me storytelling in the classroom. I had never acted on the stage in my life, but I felt a spontaneous pull to give it a go! I remember just losing myself in the character of the love-obsessed debutante fiancée Carol Melkett in Peter Shaffer’s Black Comedy and enjoying the experience of becoming someone else far removed from my own personality. I had great fun, and continued to do so when I was actually given the part as a mere novice. The whole package of weekly rehearsals culminating in the very special end product gave me so much self-confidence and ‘thrill’; a new hobby had been born.

My life in the 1990s took me to Charvil, where I live now. I remember becoming friendly with my next-door neighbour and sharing with her my love for drama. She told me she had a good friend who was involved with a local drama group called Twyford & Ruscombe Theatre Group (now Twyford Drama). I expressed an interest and the friend kindly took me along to the ‘Frankenstein’ panto readings at the old Polehampton Boys’ School, where the group has its headquarters at the time. My teaching career and my competitive netball involvement in my younger days did not allow me time to commit to a large part, and I had also lost my nerve a little since Munich, so I signed up as a member of the chorus and threw myself into dancing and singing under the guidance and expertise of Val Aves. This was enormous fun and rekindled my love of the stage. More pantos, friendships and future larger parts in one-act plays followed. I joined the group in 1994, and have belonged, on and off, ever since!

And when did you start getting involved in publicity for the group?

I became involved in publicity four years ago. At the time, I was fairly new to retirement and was contemplating doing some kind of purposeful voluntary work; on top of this, I wanted to become involved in the Charvil and Twyford communities, as suddenly I was faced with life outside of school and I knew so few people socially in my neighbourhood. To cap this, I have always enjoyed diary and persuasive writing, and regretted not pursuing a career as a journalist. As a netball coach and primary school P.E. Co-ordinator in Hurst, I used to write recounts on the endeavours of our school netball team for the weekly school newsletter and send articles on the children’s success stories to local newspapers including Wokingham Today. In 2022, the Twyford Drama committee was looking for a new publicity representative and this coincided with me becoming more involved in acting within the group. I jumped at the chance to help out with publicity and join the committee. The time was right!

What do you enjoy most about the role?

I love being partly responsible for and witnessing the exposure of our talented drama group to the public. I become so excited and proud when I see an actual article I have posted appear in a local paper or magazine. I am all ears when having personally arranged the interview on air, one of our ambassadors waxes lyrical about our group on Radio Berkshire. Though extremely nervous, I do also like the thrill of being interviewed myself. It is so satisfying witnessing the fruits of both my work and the whole group’s work in the public eye. I equally enjoy being a part of our hard-working committee, and have gained an insight into the many components of our drama group.

Is there anything you find particularly challenging?

Yes, a couple of things, actually. Firstly, organising the Waitrose flyer rota and particularly encouraging members who are not involved in the production to show willing. Talking with Waitrose customers two weeks before the production is a real winner when it comes to boosting ticket sales. We always have a full rota and appreciate everyone’s support, but it can be the same people volunteering each time, and generally they are cast members or committee members. I find it hard having to keep plaguing our drama group with reminders to fill the rota; I can just imagine everyone moaning, ‘Oh no, it’s that Jo Davis again harping on about Waitrose!’

The second aspect I find challenging is managing the guilt I feel when I have to pester the director of a show for intermittent newspaper reviews of production progress; he/she has enough to contend with without me putting my oar in and asking for three extra pieces of homework by given dates! My patience can be also tested when, occasionally, article deadlines are not met - I feel uncomfortable sending polite reminders after the specified date, and hate being put in that position. I must confess though that this happens very infrequently.

What skills are important for publicising a show?

To me, good communication and local networking are key. Ensuring the production of engaging press releases in conjunction with the director, and liaising effectively with the communications team, the committee and the entire Twyford Drama group are essential. Also, maintaining positive relationships in communications with local magazine editors, radio presenters, journalists and parish councils is important. There is obviously the additional need to communicate with potential audiences through careful signposting to future shows. Organisation is equally important. This entails careful forward planning, setting and meeting deadlines, coordinating publicity materials, and ensuring promotional content is released at the best time to attract audiences. Flexibility is also critical, as responding to challenges such as unexpected low ticket sales may require a new method. Both time management and teamwork go hand in hand with all the above.

Finally, what can audiences expect from Home, I’m Darling?

Our October audiences are in for a real treat! Laura Wade’s Home, I’m Darling is a clever blend of laugh-aloud comedy and thought-provoking seriousness. It is about Judy, a modern woman who decides to live as a 1950s housewife. The play starts light-heartedly, but then delves deeply into contemporary issues such as identity, gender roles, relationships, financial pressures, and the gulf between fantasy and reality. Audiences will leave Loddon Hall wondering whether the past was truly better, especially in terms of the expectations placed on men and women. Frank’s deliberately simple set design will enhance the words and actions of a fantastic cast of very diverse quirky characters, and its simplicity will cleverly direct the focus onto their frequent feasting of various food and drink. The economical set can also only serve to heighten the impact of the many impressive costume changes throughout. Home, I’m Darling is a masterpiece of costume and culinary delights and is sure to be a real hit. I have already booked my front row seats for the opening performance!

If you haven’t got your tickets for Home, I'm Darling yet, there’s still time! Make sure you don’t miss out – buy yours today.