How To Create Your Publicity Plan from Development through Distribution

Hosted by Janine McGoldrick


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Janine McGoldrick

Webinar hosted by: Janine McGoldrick

Former SVP Communications, Cohen Media Group (Worked with HBO & Academy Award Winning Film)

Janine McGoldrick is a 20-year veteran of the entertainment industry, having created and implemented tactical public relations campaigns, events, and marketing promotions that garnered exceptional exposure in the media. As the SVP of Communications at Cohen Media Group, Janine led the public relations efforts for all theatrical releases, including the Academy Award-winning film THE SALESMAN and CHURCHILL, starring Brian Cox and John Slattery. Janine’s tenured career includes helping launch some of the most exciting releases in film, television, and home entertainment while at Universal Pictures, Artisan Entertainment, and former clients Lionsgate, BBC, Hart-Sharp, and New Line. Janine previously worked in the Corporate Affairs department of HBO, supervising publicity for three divisions. She oversaw the media operations, talent relations, and product launches for all campaigns and division activations at industry events such as SXSW and Comic-Con. Full Bio »

Webinar Summary

In today’s content gold rush, audiences aren’t waiting for the official trailer anymore to decide if they’ll see a film in theaters or wait for an on-demand release. Now, audiences decide from the first press release or casting announcement, with teams of people working behind the scenes to create buzz through production and release. So before you start rolling, is your publicity plan in place?

There’s a reason that major studios spend just about as much on marketing as they do on the production: The movie doesn’t matter if people don’t see it, making publicity and marketing crucial to a film's success.

You have to be your own publicist and grab everyone’s attention as early as possible. Don’t let a limited budget keep you from getting the word out. With the right publicity plan in place, you could blow audiences away around the world without breaking the bank.

You need a publicity plan.

Creating your publicity brand, including casting, staffing, securing talent participation in promotional campaigns, and finding your key media angles are all strategies that start as early as development and continue through your project’s life cycle.

Sharing her wealth of experience in publicity and marketing with you is Janine McGoldrick in this exclusive Stage 32 webinar.

Janine has a wealth of experience working in publicity for major studios and production companies, such as Universal Pictures, Artisan Entertainment, Lionsgate, BBC, New Line, and more. As the SVP of Communications at Cohen Media Group, she oversaw all theatrical releases, including the Academy Award-winning feature THE SALESMAN and CHURCHILL, starring Brian Cox and John Slattery.

Using her vast experience in publicity at every budget level, Janine teaches you how to develop, brand, and sell your script, so that your PR strategy is at work from the beginning by creating a publicity toolkit and press kit. She’ll show you how to ensure a cohesive brand through trailers, posters, and promos, as well as unique opportunities through social media where you can save on your budget. If you’re planning on working with a publicist, Janine has you covered there, too, as she shows you how to find the right publicist for the job and how to work with the in-house studio marketers.

For those attending live, you’ll have an incredible opportunity to ask Janine questions about your project, as well as the nitty-gritty details, like pitching, embargoes, and what to avoid so that you don’t endanger your production.

No one knows your film better than you, and by investing in yourself today, you can take one step closer to ensuring your film finds success.


What You'll Learn

The PR Basics

  • Earned media vs. paid media
  • Publicity vs. marketing vs. social media

Developing Your PR Fundamentals

  • Budgeting
  • Formulating your brand
  • Creating your publicity toolkit
  • Writing effective loglines and synopsis
  • Things that can endanger or bolster your publicity angles
  • Getting your talent involved in publicity from the start

Producing Publicity Materials

  • Items you don’t want to miss getting while on-set
  • Understanding exclusives and embargos
  • Creating a press kit

Distributing The Right Message

  • Trailers, posters, promos, and making your content sizzle
  • Mini-media training: dos and don’ts when being interviewed
  • Pointers for pitching the media
  • Working with studio publicists and marketers
  • Tips for hiring a publicist

Q&A with Janine

About Your Instructor

Janine McGoldrick is a 20-year veteran of the entertainment industry, having created and implemented tactical public relations campaigns, events, and marketing promotions that garnered exceptional exposure in the media. As the SVP of Communications at Cohen Media Group, Janine led the public relations efforts for all theatrical releases, including the Academy Award-winning film THE SALESMAN and CHURCHILL, starring Brian Cox and John Slattery. Janine’s tenured career includes helping launch some of the most exciting releases in film, television, and home entertainment while at Universal Pictures, Artisan Entertainment, and former clients Lionsgate, BBC, Hart-Sharp, and New Line. Janine previously worked in the Corporate Affairs department of HBO, supervising publicity for three divisions. She oversaw the media operations, talent relations, and product launches for all campaigns and division activations at industry events such as SXSW and Comic-Con.


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"Although useful for films, I still found this helpful for the release of an online curriculum." -Teressa G.

"I am not at the point to be able to use this information yet as I'm still writing a script. But I made a bunch fo notes, and when I get there, this will be very helpful. If I might make one more suggestion, tell us about more tools. This was a very high level presentation without a lot of useful tools that people can use." -Kristin K.


If you have a generic question about Stage 32 education you can take a look at our frequently asked questions section on our help page, or feel free to contact support with any other inquiries you might have.

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