Check out this piece in The Stage in which I have contributed some thoughts. Here is a quote:
“It’s important to work on building relationships and keeping in touch with people. Local press and blogs can sometimes have just as much impact as mainstream press, but some actors forget that in the pursuit of immediate fame.
“The mainstream press is the ultimate aim but if you can develop a consistent relationship with local press and popular blogs, you can build a brand following for yourself. Start small and aim big.”
Why hiring a PR can be a great weapon in your publicity armoury https://www.thestage.co.uk/advice/2015/why-hiring-a-pr-can-be-a-great-weapon-in-your-publicity-armoury/