THE PRESS RELEASE
By Dwayne Yancey
Copyright 2003; all rights reserved.
(Four women are in an office. They are all dressed in white no gowns, just your basic white dress shirts, blouses, whatever. The leader is Angela, who is standing by a flip chart, with some markers. Angel is at the table; Angelita might be perched on a chair somewhere. Angelica is pacing back and forth.)
ANGELA: So, what other ideas do we have to put up here?
ANGELICA: Fireworks! Thats it. We have a giant fireworks display!
ANGELA: Angel, what do you think?
ANGEL: Well, gee, I dont know, uh
ANGELICA: Or a light show. You know, with lasers sort of criss-crossing the night sky.
ANGEL: I thought we were just supposed to write up a press release, call a press conference, that sort of thing.
ANGELA: Well, I think we want to do more than send out a press kit. I think they want us to do something, you know, special.
ANGELITA: Well, usually when you do a new product roll-out, you want to have some kind of gimmick, right? Some kind of promotional trick?
ANGELICA: Exactly! Thats exactly what I was saying, Angelita. We could do sky-writing.
ANGELICA: Yeah, you know, one of those guys in an airplane who flies around and
ANGEL: I know what skywriting is, Angelica.
ANGELA: I think the question Angels trying to ask is: Why skywriting?
ANGELICA: Well, I figure weve got this whole sky thing going for us, right? You know, up in the heavens? So I figure anything we can do in the sky plays to our strengths fireworks, lasers, skywriting, whatever.
ANGELITA: You wont be able to read skywriting at night, though.
ANGELICA: Is that a problem?
ANGELITA: I dont know. Is it? Angela?
ANGELA: I think they wanted to do this at night.
ANGELICA: At night.
ANGELA: Yeah, you know. Prime time.
ANGELICA: OK, so that rules out the skywriting.
ANGELITA: Are you going to capture the other things Angelica said, though? I thought there were some good ideas in there.
ANGELICA: Thank you.
(She writes "fireworks" and "light show" on the flip chart.)
Fireworks. Light show. So what else?
ANGELITA: Well, the other thing with a new product roll-out is you want repetition. You really need to drum your message into consumers. And you need to do it across multiple platforms print, broadcast, direct mail pieces, you name it.
ANGELA: OK, repetition.
(She writes the word "repetition" on the flip chart.)
ANGEL: So is that how we should be thinking of this?
ANGELITA: What do you mean?
ANGELA: Say a bit more, Angel.
ANGEL: A new product roll-out. Is that how we should think of this?
ANGELICA: Ive got it! We do a rainbow! No, wait, weve done that. And you couldnt see it at night anyway. OK, never mind the rainbow.
ANGELITA: So whats your problem with thinking about this as a new product roll-out?
ANGEL: Well, I dont know. That just seems a little cheap, dont you think?
ANGELA: Well, it is a new product in a way, isnt it?
ANGEL: Its not like were pushing soda pop here.
ANGELITA: Dont get hung up on the product part. Its a new message in the marketplace. Same thing.
ANGEL: Is it? A new message, I mean.
ANGELITA: Well, sure.
ANGEL: Hasnt this always been our message, though?
ANGELA: Well, this is sort of a "new and improved" kind of message, I suppose.
ANGELICA: We release some doves. Or maybe just a single dove, in a sort of understated kind of way. Maybe with an olive branch. No, wait, we did that, too. Never mind.
ANGELITA: Whatever we do we need repetition to cut through the clutter.
ANGEL: Ill admit theres a lot of clutter out there.
ANGELICA: A bonfire! We could build a bonfire. You know burning bushes. A whole field full of them. That would sure get attention. And it plays on brand loyalty.
ANGELITA: Too many complications. Safety issues. Environmental permits. Id stay away from the whole fire thing. Wrong image. This needs to be more upbeat.
ANGELA: Angel, you seem quiet. How would you recommend we handle this?
ANGEL: I still think Id be very low-key about it all above the fray. Id call a press conference, put out a press release, go around to talk to newspaper editorial boards. The written words always been very big for us.
ANGELITA: Angels very old school.
ANGEL: I could see maybe doing some TV talk shows.
ANGELITA: Which ones?
ANGEL: Well, you know, important ones. Like the Sunday morning news programs.
ANGELITA: Not Lettermen? Not Leno?
ANGEL: Uh-uh. I think it cheapens the message.
ANGELA: What about the morning news shows?
ANGEL: Well, those might be OK. The "Today" show is OK. But I was really thinking something more like NPR.
ANGELA: What do you think, Angelita?
ANGELITA: Too much narrow-casting. Were not just trying to reach decision-makers and opinion leaders here. This needs to be a mass market kind of message. We need to employ the full range of marketing tools.
ANGELICA: Cereal boxes!
ANGEL: Cereal boxes?
ANGELICA: And fast food tie-ins. You know, with kids meals. We have toys to give away. Action figures. Posters.
ANGEL: Action figures? What kind of action figures?
ANGELICA: Well, I dont know. Its a concept, OK? I havent fleshed it out yet.
ANGEL: Its a baby! We dont have any action figures!
ANGELITA: No, but you two may have just hit on something there, though. We need to play up the whole mother-child angle. The female demographic could be very important for us. (Optional trim begins.) We ought to negotiate for cover stories in the womens magazines at the grocery store check-out. Those are often real impulse buys. (End trim.)
GABRIEL/GABRIELLA: OK, folks, listen up.
ANGELA: Hey, Gabriel/Gabriella, we were just brainstorming some ideas for the announcement.
ANGEL: Were sort of hung up on whether this is a promotional campaign or a new policy statement.
ANGELITA: We were looking at some possible promotional tie-ins.
GABRIEL/GABRIELLA: Well, dont get too far ahead. I just got through talking with Michael, and he says the Man Upstairs wants it done a certain way.
ANGELA: What way is that?
GABRIEL/GABRIELLA: First of all, no press conference.
GABRIEL/GABRIELLA: He says no big booming voice this time around. And he wants to start small.
ANGELITA: What? Why? I thought the whole idea was to get the worlds attention.
GABRIEL/GABRIELLA: Hes got his reasons, I guess. Anyway, he wants to do this out in the country. Maybe start with some kind of photo-op thing with some shepherds.
ANGELITA: Shepherds? But sheep farmers arent part of our target market are they?
Thats so retro.
ANGELA: Maybe thats what hes aiming for?
ANGEL: Well, I could see that.
GABRIEL/GABRIELLA: And hes got some kind of ideas about a star. Ive got the specs right here.
ANGELICA: See! I told you the light show was the way to go.
GABRIEL/GABRIELLA: So could you put something together by, say, the 25th?
ANGELA: Let me check my calendar. Yeah, we could do the 25th.
GABRIEL/GABRIELLA: Good. Ill tell him the marketing department is a go. Hes taking a real personal interest in this project, you know.
ANGELA: Well, thats understandable.
ANGELITA: So, uh, should we consider this like a soft launch or is this the actual roll-out?
------ THE END -------
CAST OF CHARACTERS
Angela, the leader/moderator of the brainstorming group.
Angel, who is quiet, reserved, wants to do things more conservatively
Angelita, the know-it-all marketer
Angelica, who is brainstorming ideas
Gabriel/Gabriella, their boss
Flip chart and markers
Angela, Angel, Angelita and Angelica should all wear white. No gowns, but white blouses, skirts, suits, etc.
Gabriel/Gabriella might be in white if female, or a gray business suit if a male.THIS SCRIPT IS COPYRIGHTED MATERIAL AND MAY NOT BE DOWNLOADED, TRANSMITTED, PRINTED OR PERFORMED WITHOUT THE EXPRESS PERMISSION OF THE AUTHOR
Angela: Trina Yancey
Angel: Kris Sorsensen
Angelita: Marycatherine Smith
Angelica: Laura Tuggle Anderson
Gabriel: Ross Laguzza