If funds are too low to hire a publicist while you are shooting, generate your own publicity. Introduce yourself to the local editors. The smaller the paper, the greater your chances of getting coverage, but don t be afraid to contact larger publications and magazines as well. Articles written about your film while you are in production may be very helpful later on. The title of your film, a short synopsis, biographies of the principle actors and filmmakers and at least one still photograph.
Stills are essential.
In the whirlwind of production it is an easy thing to put aside, but they are very important. If you don t have the time or the money to keep a full-time photographer on the set to shoot stills of every scene, at the very least set up 10 or 12 still shots from your film. Shoot them in black and white for newspapers and color slides for magazines. Pictures should be composed so they can be used vertically or horizontally, or cropped that way. Make sure the principle cast is well represented.