PR for an artist or fashion designer or anyone can be a very scary word!! It does not have to be though because it can be as easy as you make it. Many artists don’t have the money to get a professional PR rep on hand or may not even know what PR is. Most people I have spoken to seem to think PR is short for promotions and that it simply involves handing out flyers and placing a couple of adverts and that’s PR taken care of. Newsflash guys, this is so not the case!!! PR is the planned process of getting a message across to your potential publics. Meaning the people who will be or who already purchase your product or service. In order for people to want to purchase a product they must have some product knowledge and be aware of what it is they are buying. Therefore PR comes before advertising and it can be a very broad subject area. Although I could focus on many aspects of PR in various different fields, I will be focusing on PR for musicians. Working in music PR for a few years now I have found that many of the young artists that ask me for my help do not have a clue when it comes to this area, well listen up gals and guys and take notes.
What you need to do your own PR
Before you jump into doing your own PR you must put together a brief plan, making sure you have a timeframe and you stick to it. Decide what you want to achieve from your PR plans and make a clear and concise outline of what you are going to be doing. PR involves generating press interest, creating a buzz, networking, keeping the public informed by setting up mailing lists and updating potential fans and existing fans on everything that is going on. Even updating and keeping Myspace pages and websites up to date is very important.
Decide on your image and the kind of message you want to put across with your music and stick to it.
You now need to put together a press pack this will be given to the press, venue owners and event organisers, agents and even people in radio.
Your press pack should include photos therefore it will be a good idea to invest in getting some professional pictures done.
Press pack materials
Ÿ Bio (this is like an outline of what you have done and are doing as an artist)
Ÿ Press release (one or two paragraphs of something that is actually news e.g. an album release or performance at an event. Make this short and interesting)
Ÿ 2 press photos printed A4 size with contact details on the back or paper clipped to the bottom of the photo (all materials must have contact details on them so they know who it is from)
Ÿ Flyers with your myspace and or website details plus e mail and or phone numbers on, make them postcard size and make sure they are effective and easy on the eye.
Ÿ Business card, this is not always necessary as you can just use the flyers for this purpose but it does make things look a lot more professional
Ÿ List of up and coming shows and an invitation to the next one
Ÿ Press clippings, if you have had any media coverage at all, include a press cuttings sheets so people know there has already been interest in you.
Ÿ CD, you must put some of your material in the press pack, it must be up to date material, well your most recent release anyway. (make sure it has contact details on the sleeve so they know who it is from, there is nothing worse than sending out a press pack with no contact details on it at all. The journalist or whoever you are sending it to will be very annoyed and will just chuck it!)
The press pack should be in a nice folder with a picture or logo on the front with contact details visible. These days with the internet you may not always have to send a physical press pack but it is always nice for them to have something in hand. If you want to cut costs by e mailing press info over to the recipient. Make sure you know what to send.
If you want to e mail it send the following:
Ÿ Introductory cover e mail stating who you are and what you are sending and attach the relevant info
Ÿ Bio
Ÿ One or two press photos
Ÿ Press release
Ÿ Press cuttings if you have any
Ÿ Flyer
Ÿ List of up and coming shows with an invitation to the next one
Ÿ Links to myspace page or website so they can listen to music or even you tube link if you have a video on there. (again make sure you put contact details on every page so they can make contact with you)
Try and put everything in one file so it can be viewed easily.
Press packs can be made pretty cheaply but you have to know who you are sending the info to.
The main people who you will be sending your press packs to will be journalists therefore you have to identify the right people to send them to. If you are an up and coming artist, there is no point sending your press pack to a top glossy because they get thousands of press packs through the door. The best place to start would be:
Local newspapers
Student newspapers
Local radio
Small cable channels
These publications are always looking for new stories and material for their pages and for their channels so do not shun these and go straight to the top, start off gradually and build up a buzz. This way you will get the much needed media training and you will fill up your press clippings sheet
Try and send your press pack and press releases at crucial times like when you are about to release an album or mixtape, also if you are going to be performing at a particular event. Especially if it is local make sure you stress the local connection and you will most definitely get a slot or a quarter of a page in your chosen publication.
Once you build up a buzz and a bit of a following aim at the bigger publications, at this stage you may find that publications are coming to you for stories and features instead of the other way round.
You should also hand your press pack to event organisers, agents and other people who could help push you forward in the industry.
Mailing lists
Set up mailing lists on your myspace page and website so people who want to keep up to date with your activities can put their e mail info in and always be informed. You can also collect mailing list details at gigs and wherever possible to make sure as many people are informed about your activities as possible. Be sure to give people on your mailing list special privileges, for example people on your list will get to purchase your mixtape or album first at a cheaper price than people who are not on it. Make your mail outs look attractive so people will remember your professionalism and want to purchase your product when it comes out.
Networking
Many people think that this is not part of PR but it is, as whoever you are talking to are your potential public, therefore the more people you talk to the better. You must always present yourself in a professional but friendly manner and people will remember you. Make sure you interact with the audience at events and talk to people who are interested in your music. Give out your business card or flyers if people are interested. Do not just hand out flyers aimlessly because this is fruitless talk to people and if they seem interested give them your contact details. You never know who you could meet, remember you are always doing Public Relations at events where you are performing or at music industry events.
Websites and social networking sites
If you have a website make sure you always keep it up to date with the relevant information like up and coming shows and releases. Make sure it always looks good and that it represents your music in the best way possible. If you don’t have a website or you do and also have a myspace page or something similar, do the same and keep it up to date. Don’t just make thousands of friends and then not keep in touch with them. Place comments on peoples pages and send the odd message so people will remember you. Keep the design looking fresh and relevant to your music, make it easy for people to see information on your page, and try not to make the page too cluttered. Update your pictures and music regularly to keep the page fresh and keep people hungry for more.
I think I have given you enough information now don’t you???? This kind of info should not even be free….so be grateful the little I have given you and make sure you digest everything that you read.
Good luck guys and dolls !!!!
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