When Bad Reviews Hit...

It happens in every form of entertainment - theater, film, dance, music - every now and again a performance is bound to receive a poor review and when that happens, as a publicist, what do you do? It is your job, after all, to sell said performance to the media and ultimately to the public, but when a reviewer bashes it from the get go, giving it the ill-fated "Not Recommended" label, how do you ensure that the production still receives deserved press and attendance?

For some clients reviews don't mean a thing. Yes, they like to see their product written about in the major papers, magazines, and websites, but whether or not they sell out a show has nothing to do with the reviews. Sometimes that's because the company has such strong credibility that one bad review can't come close to smudging their reputation and sometimes it's because the company has such a loyal following that, good or bad, they will be there to witness the newest form of art. However, for most companies a critic's review is important and bad reviews can sting.

Working in Entertainment PR it is imperative to look at the performance beyond the physical performance. For example, who in the cast and crew has an extraordinary tale to tell or where did those costumes come from? When bad reviews hit, it's our job to put on the research glasses and find another hook. Profiles, anniversaries, and special occasions are excellent ways of sharing the performance with the public without relying on the work its self. Just because a reviewer doesn't give a performance his praise does not mean the general public wouldn't enjoy it; however, the general public needs to be exposed to a positive story in order to catch their attention.

Despite bad reviews, clients have still received great write-ups in the Food, Business, and Metro Sections. Pitching specific people, ideas, or eating habits can help shine a light on a client as can pitching different media. For example, if a theater production has a great soundtrack why not reach out to a music writer?

Of course all this is easier said than done, but it's our job to try. Fortunately, one bad review will not ruin a company and there's always the next production! But it's always a good idea to look outside the box because one day a client may receive a bad review and hopefully you'll already be prepared with a list of other hooks!