Public relations is one of the most misunderstood areas of the entertainment industry.
Some artists believe hiring a publicist automatically creates fame.
Others believe press coverage alone will produce streams, followers, ticket sales and record deals.
Public relations can be powerful.
But artists need realistic expectations.
WHAT IS MUSIC PR?
Music public relations is the process of creating and communicating stories that may be relevant to media, audiences and industry professionals.
That can include outreach to:
Blogs.
Magazines.
Newspapers.
Podcasts.
Radio.
Television.
Digital media outlets.
Industry publications.
Local media.
The objective is earned visibility and credibility.
PR IS NOT ADVERTISING
Advertising involves purchasing placement.
Public relations generally involves pitching a story and hoping a journalist, editor, producer or outlet decides the story is worth covering.
That distinction matters.
A publicist can create strong materials and outreach.
They cannot ethically guarantee that every legitimate journalist will publish a story.
A STORY NEEDS AN ANGLE
“Artist releases song” is not always enough.
Consider stronger angles.
Why is the release important?
What makes the artist interesting?
Is there a powerful personal story?
Community impact?
Unique collaboration?
Unusual creative process?
Major career milestone?
Industry innovation?
Local significance?
PR becomes stronger when there is a story beyond the link.
TIMING MATTERS
Do not contact media after everything is already over.
Prepare in advance.
Journalists may work days, weeks or months ahead depending on the outlet.
Build a press timeline.
Prepare:
Biography.
Press release.
Photos.
Music links.
Video.
EPK.
Interview availability.
The easier you make the process, the better.
PR CAN CREATE CREDIBILITY
A respected article can help establish credibility.
Media coverage may be useful for:
Website press sections.
EPKs.
Booking pitches.
Brand proposals.
Social proof.
Search visibility.
Future media outreach.
One strong feature can become an asset used across multiple areas of the business.
PR DOES NOT REPLACE MARKETING
An article may introduce people to you.
Marketing helps continue the relationship.
Your campaign still needs:
Content.
Social media.
Email.
Advertising when appropriate.
Playlist strategy.
Video.
Live performances.
Community engagement.
PR should support the campaign, not become the entire campaign.
BUILD RELATIONSHIPS WITH MEDIA
Public relations becomes more powerful when relationships exist before the pitch.
Read journalists’ work.
Understand what they cover.
Respect deadlines.
Provide accurate information.
Respond professionally.
Thank people for legitimate coverage.
Do not become aggressive when somebody declines.
Professional relationships can last longer than one release.
MEASURE THE RIGHT THINGS
PR should not be evaluated only by immediate streams.
Also consider:
Search visibility.
Credibility.
Press quotes.
Media relationships.
Website traffic.
Interview opportunities.
Industry recognition.
Long-term brand value.
Some results are immediate.
Others accumulate.
MR. DOPE CHEF MOGUL TIP
PR is not magic dust sprinkled on weak preparation. Strong public relations begins with a strong story, strong materials and something worth talking about.
IMPLEMENTATION CHECKLIST
- Identify your story angle.
- Build a media list.
- Research relevant writers.
- Prepare your EPK.
- Write a professional pitch.
- Create a press timeline.
- Provide high-quality photos.
- Keep facts accurate.
- Respond quickly.
- Track coverage.
- Reuse legitimate press assets.
- Maintain relationships after the campaign.