Promoting a documentary can be similar to promoting a political candidate, with opening day the equivalent of Election Day. PR pros, particularly those with public affairs experience, are treating them as such, hoping their efforts will lead to a successful premiere.
"We've definitely seen, with different kinds of documentaries, more and more folks are looking at them almost like miniature political campaigns, and the documentary is the candidate," says Mike Thompson, SVP of Alexandria, VA-based CRC Public Relations. "The work ...