So first off, you and your crew are the best publicity for the project, so everywhere you go, talk about your project and what you’re doing (keeping in mind, create an elevator pitch to focus on what is especially compelling about the project). What I personally found was no one in the press really cared when I sent out a press release on the crowdfunding campaign. Which makes sense, I didn’t offer anything compelling for them to care about. Once the episodes were ready to go, I launched a screening party two weeks ahead of time and I sent out another press release on that to U.S., Canadian and local journalists…I crafted a press list in Excel and I listed all the names of people who would care about this story (because they write about web series, docs, the public service, etc.) and that’s what I found got me attention. But also before that I was always talking up the series and then of course doing social media. I do think traditional media is still important, especially for my audience, which skews a bit older.