If you receive distribution for your film, chances are the distribution company will do the PR and social media heavy lifting for you…but what happens if you have to self-distribute but still want to utilize publicity and social media marketing to connect with media and audiences? How do you plan a publicity budget and make the most of it?
I’m no expert, but I’ve worked with indie filmmakers just like you over the past 4 and a half years and regardless of the budget available, we’ve made it work very effectively. I think it helps that I grew up in an impoverished household. I saw how my mother was able to make do in miraculous ways. Needless to say, I’ve adopted that mindset when it comes to budgets of any kind. This is the way I approach publicity budgets and it’s a way that I’ve found works. You may have a better way, or adapt this to suit your purposes. There’s really no wrong way to do this.