"FringeConcierge became our saviour at our first Fringe. We came in as a complete unknown, and
immediately had a four-star review in The Scotsman, and great reviews in Three Weeks and The Herald.
The media at the Fringe is a challenge to navigate. FringeConcierge made it simple."

Sxip Shirey, Luminescent Orchestrii

Press Release Writing & Editing

There is an art to writing press releases that get attention, from the snappy headline to the hook that might get you that coveted review or feature. We are masters of that art, having written countless press releases for a wide variety of shows, and having a slew of starred reviews to show for them (two of our featured clients, Vaudeville Cabaret Club and Luminescent Orchestrii are both four-star Edinburgh Festival Fringe shows).

Show/hide press release sample excerpt.

Customized Mass Press Release Distribution by Email

As any publicist can tell you, the most time-consuming aspect of a publicity campaign has become writing personalized press release emails for the journalists who work almost exclusively through email. Even the smallest contact list numbers a few hundred people, and averaging a few minutes on each mailing, this process alone can take two full working days: 16 straight hours of email!

As publicists, we have faced this problem over and over, and always felt there had to be a better way. We looked into mailing list solutions, but this is a unique problem: less about generic mass emails, the goal is sending truly customized emails to a large number of people, with each one of them getting a personally addressed mailing sent to their unique email, not a list.

We are proud to say that after years of development, we have succeeded in creating a solution that:

• sends emails to any number of contacts at once, in HTML or plain text
• keeps your "from" address in each email, so you stay in control of handling press responses
• keeps the recipient's "to" address in each email, not a generic mailing list address
• supports standard variables (ex: first name) and unlimited custom variables (ex: publication name)
• uses a customizable contact database (send only to appropriate section editors)

We are happy to offer this system to the public for the first time in 2007, having worked with select publicists for the last three years. Use the rate sheet below for guidance, but please for a personalized estimate. We will talk you through the Fringe publicity process, and figure out a cost structure and schedule that will deliver most results for your show. We are happy to explain our system in detail, and show you how to make the most of your publicity budget.