Back in 2003, the good folks at Theatre Ontario put together a 31-page Public Relations manual called: For Immediate Release: A Step-by-Step Guide For Theatre Publicists.
Lots of great insight contained within, and a valuable resource for any independent theatre company. Download the PDF here.
This is fantastic! Wish I had something like this when I was just starting out. Thank you!
Excellent resource! as a fledgling theatre group, this was immensely helpful.