The world of music PR may seem a little confusing if you have not encountered it before. In summary, PR = brand awareness. This is the case for both mainstream PR and music PR specifically, however, music PR operates quite differently in many aspects.
As band or solo artist, music PR is a key tool to include alongside other marketing and promotional strategies. PR involves putting your upcoming release, your latest tour schedule, or new music video etc., in front of relevant journalists and media to assist in getting your name and your news out to wider audiences. It is not the same as marketing – PR, while it can assist, is not predominantly used for driving sales. Instead it is most appropriate for obtaining press quotes from reputable sites, reaching relevant audiences for your genre(s), assisting with networking and bringing benefits around SEO, for example.
Defining success, in terms of a PR campaign, is not necessarily universal. A successful campaign may look different depending on-
a) What is being promoted (e.g., tour news, new album, new video)
b) Your genre niche
c) Where a band is in their career (e.g., brand new band or well established)
d) The existing level of success (e.g., underground band, mid-tier or on a major label)
The effectiveness of a PR campaign can be understood in terms of both short term and long term benefits.
Short Term PR Successes
Media Coverage
Media coverage includes any and all types of coverage obtained through a PR campaign. Typically, album campaigns will include a variety of press release shares, reviews, interviews, as well as radio play and Spotify playlists – though, the exact results will vary per campaign due to a number of variables, including those listed in the section above. Media coverage instantly provides content and materials suitable for use and repurposing on your own band/ artist profiles, website etc.
Increased Visibility Through Opportunities
PR can potentially open doors for opportunities to share more about who you are and what you do. Interviews in particular are beneficial for getting not only your name but also your face out there, and provide a platform to reveal more in-depth information about the band and the music.
Establishing New Connections
By putting your music or news in front of media outlets, PR greatly assists in introducing your music to journalists and other industry professionals. Whenever new coverage appears, in whatever form, ensure to share it and thank personally (where possible) the individual who has taken the time and interest to assist in promoting you. This is highly significant especially for building long-standing industry connections that can assist in the future.
Long Term PR Successes
Media quotes
Drawing from the media coverage obtained from a PR campaign, it provides a key source of ‘validation’ or ‘authenticity’. Make use to quotes from media outlets and journalists specifically, across your social media, website, biographical information and on tour posters. The majority of press coverage will materialize during or shortly after a PR campaign’s running time and should be shared, reposted, included in your own marketing and promotional activities as a part of your wider promotional strategy, but also is suitable for using post-campaign. Press quotes can be hugely beneficial to include when contacting booking agents or when searching for a label contract.
Strengthening Networks
As mentioned above, newly established connections with journalists, radio presenters and other industry professionals introduced via PR are key for assisting in future promotional coverage and increasing your reach to other professionals and new audiences. Where possible, keep in touch with journalists, show genuine interest and support in them and they will be much more inclined to continue to support you.
SEO Benefits
In terms of brand awareness, coverage including references to your band/artist name and releases enhances SEO reach especially when coverage is obtained from an array of media sites and outlets with a larger number of visitors. This ultimately leads to an increase in your online visibility.
Including PR as a part of a wider promotional strategy can bring an array of benefits from short term, more instant results, to long term benefits. PR, in many ways, is best for the longer term gains notably around networking and brand visibility, however, do ensure to make use of any short term opportunities and results that arise.
Further reading:
Embracing a Holistic Approach to PR for Music Promotion
Understanding the Industry