Stagedoor Manor Leverages Buzz to Build Buzz

For more than 30 years, kids with acting aspirations have been spending their summers at the Stagedoor Manor theater camp. The camp has been the subject of books and movies, and has notable alumni like Natalie Portman and Robert Downey Jr. Rather than relying solely on this attention to drive awareness of the camp, there has been a concerted PR effort in place over the last six years.

We spoke with the producer and owner of Stagedoor Manor Cindy Samuelson about how she’s used PR to leverage interest in the camp. After looking over the advertising plan, Samuelson says, “PR was the route for us to take to get our message out and build our brand.” Brownstein Strategic Brand Relations works with the group, which has appeared in a number of outlets including the Today show, People magazine, and in the June 2010 issue of Vanity Fair (image at left).

Samuelson also offers tips to other small organizations looking to build their profile: “Look at what makes you special.”