Publicity Seminar presented by Mooney on Theatre and Sweat Equit

The May seminar has passed, but if you’re interested in more information contact

Information on the publicity seminar:

Have something great that you want everyone to read/see/listen to/buy?  “Great” is a fantastic first step, but people need to know it exists.  That’s where publicity comes in.  The most effective way to tell the public what you have to offer is to have the media do it for you.  Unfortunately, hiring a publicist for anything less than $1000 (and often much more) is nearly impossible.   That’s where DIY publicity comes in.

For those of you who already know you want to take the course and just want quick and dirty info:

DIY Publicity

Saturday, May 29, 2010

10:30am to 4pm @ the Second City Training Centre

70 Peter Street, Lower Level

Cost: $145(+GST)

To Register:


By email: and in the “Class you’d like to enroll in” section just input DIY Publicity

By telephone: 416-340-7270

And, if you’re looking for more information on the seminar:

Do it yourself publicity seminar – Saturday, May 29, 2010 in Toronto

Mooney on Theatre has teamed up with Sweat Equity and Second City Toronto Training Centre to present a one-day seminar on how to be your own publicist on May 29, 2010.

The one-day seminar combines instruction from publicists (Sweat Equity) and a member of the media (Megan Mooney), so you hear what works and what doesn’t from both sides.

For $145 (+GST) you will learn all you need to know to make being your own publicist a reality – and an effective one at that.  Through plain and simple terms, you will learn how to write press releases, who to target and how, what will make you appealing to the media, common ‘publicity don’ts’ to avoid, and how to use social media to deliver your message.

The Instructors

Sweat Equity is made up of Steven Shehori and Dan Shehori, the award-winning publicists of the 2008 SCTV reunion and the Canadian Comedy Awards and official publicists for Second City Toronto.  On top of being publicists for other folks, they are also successful writers, directors and producers.  That means not only are they experienced doing publicity for other folks, but they also have a ton of first-hand experience on self-publicity.

The Mooney on Theatre addition to the seminar is the editor, Megan Mooney. Megan has been reviewing theatre for a little over five years now.  She started with blogTO, but two years ago she started her own publication.  She now acts as the editor, and has 10 regular writers contributing content.

Empowering people to publicize and promote themselves

The goal of the seminar is to teach people effective do-it-yourself publicity.  We want to empower everyday actors, producers, comedians, musicians, writers, small business owners (and, really anyone else who could use some publicity for their endeavour) with the knowledge necessary to publicize and promote themselves, without having to spend upwards of thousands of dollars on a publicist.

A Good Relationship is Key to Good Publicity

You will learn how to establish a positive, respectful ongoing relationship with the media that doesn’t involve cheesy confetti-laced press kits, poorly-constructed press releases, and dozens of hassling phone calls/e-mails.

Publicity Seminar Content

Among other things, the seminar will:

–  Guide you, step by step, on the dos and don’ts of creating memorable press releases & eye-popping press kits

–  Teach how to make your shows stand out and appear more attractive to newspapers, radio, TV and web

–  Teach how to optimize your show’s success + be nominated for national awards

–  Increase your media profile in Toronto, Canada, the U.S., or elsewhere

–  Help you with getting an agent, or help your current agents get you more work

–  Help you with obtaining government grants and garnering a U.S. Work Visa

Take-home publicity resources

Everyone in attendance will receive a publicity booklet, which includes:

– Entertainment media list (over 250 media contacts)

– Numerous sample press releases & templates

– Key Industry contacts for photography, poster services, editors, videographers, graphic designers, etc…

In case you want to know what someone else thought,  quick google search unearthed this write-up of the seminar from Stand-Up Comedian and former participant, Marilla Wex

Bonus for Fringe Participants

Although by the time this seminar takes place you should have already submitted some press materials to the Fringe Publicist, but that’s just the beginning of your publicity journey.  With that in mind, we’ve included an added bonus this session for Toronto Fringe 2010 Participants (or, anyone who is interested in how to publicize their Fringe show in the future).

We’re including an extra hour (from 4pm to 5pm) which takes the general knowledge learned in the previous five hours, and puts it in a specific context of Fringe.   This hour will be a combination of directed content, and a question and answer period.  Take this opportunity to benefit from the knowledge of people who have had their own very successful Fringe shows and publicized those of others, and someone who has coordinated Fringe media coverage for several years in a row.

If the knowledge you gain from this seminar helps you get an extra four people into four of your Fringe showings, then you’ll already have more than made your money back.

Registration for DYI Publicity

Registration is available online at, or by e-mail at, or by phone at 416-340-7270.


DIY Publicity

Saturday, May 29, 2010

10:30am to 4pm @ the Second City Training Centre

70 Peter Street, Lower Level

Cost: $145(+GST)

More about the Shehori Brothers:

Between them, the Shehori Brothers have garnered two Gemini Award nominations, a Dora nomination, plus 15 Canadian Comedy Award nominations (and 2 wins!) as writers, directors and producers. Working alongside the creators of the Tony Award-winning Broadway musical The Drowsy Chaperone, the brothers co-produced the critically acclaimed production An Awkward Evening with Martin & Johnson. More recently, they’ve penned 12 national award shows, written for The Huffington Post, and served as senior writers for The Hour with George Stroumboulopoulos.

“The Shehori Brothers are highly respected in the industry as publicists & writers/producers of live theatre and television. And in addition to working with established artists, they take a lot of time to help up-and-comers with their careers.  Besides being talented, they’re generous as well, which I find a rare combination in this business.”

Richard Ouzounian – Theatre Critic: The Toronto Star & Variety

“Daniel and Steven have an exceptional grasp of the industry and have always steered my company in the right direction. I’ve had the Shehoris work on a number of productions for me, including shows for Louis C.K. (which was voted top show in Toronto in 2008), as well Paula Poundstone and Debra Digiovanni. They are the link between selling out and not.”

Jake Labow – The Comedy Network, Jake Labow Productions

“Daniel and Steven Shehori taught us so much about comedy event production and promotion! Laughing Like Crazy, our signature comedy fundraiser has been a huge success – 5 years running. We owe much of that success to the direction and guidance of the Shehori Brothers.”

Ellen Ostofsky – Director of Fundraising & Special Projects: Mood Disorders Association of Ontario

0 thoughts on “Publicity Seminar presented by Mooney on Theatre and Sweat Equit”

Leave a Reply