First and foremost, a publicist must get the word out. There are many ways to go about this, but for the theater you have some unusual avenues to add to the normal outlets. There are many specialty websites and magazines focusing on live performances that love to do pieces on individual actors, producers or directors. Deciding the best way to market a play often becomes about what angle will provide the most bang for your buck, i.e. the angle that will garner the most free publicity.
Sometimes one of the stars will be in the news for his own issues, which the savvy publicist will use to her advantage. If you can take a personal approach and spin it to making waves about the production, more tickets may be sold.
A publicist will often advise the theater of how to package tickets. There might be a series of shows that will sell better together, and then tack on other shows as "bonus" shows. Also, deciding the price point to secure the upfront sales makes for an easier season. By encouraging people to buy a season, making them think they are getting a "deal," a publicist ensures the success of the theater.
Coordinating special events is another big part of a publicist's job. Arranging free "mini-shows" in public places to attract interest represents just one way a publicist might accomplish this. Publicists can use these events to help the public learn the music or get a taste so people are more likely to buy tickets. These events often raffle off free tickets to inspire people to pay more attention.
Special events might also involve holidays or times the theater offers cheaper tickets or "family pricing" to fill the seats. Shows that are less attended, such as Tuesday nights, might see more audience members if they price a ticket package of "four tickets for the price of two." This works wonders in getting families to attend events.
A publicist also must help bring in money during the downtime of a theater. Sometimes there is a gap between shows. In this case, reaching out to local businesses to use the space can help keep revenue up. Theaters offer a unique space for parties, meetings or fundraisers.