Music PR remains an integral aspect in the musician’s toolkit of promotional strategies. It is best included as part of a whole holistic approach alongside additional marketing elements. PR campaigns do not adhere to a one-size-fits-all framework in terms of both strategic methods and in terms of the results obtained. A number of variables will ultimately influence how *your* PR campaign looks, and it is important to hold an awareness of these factors. This is not only to manage expectations but to ensure that the right steps are taken to garner the best results possible in your specific circumstances.
When hiring a PR agent ensure that it is clear exactly what the service(s) entail. If any uncertainty remains, do inquire for further details. There are many factors that can impact PR results and your agent will make their best effort to gather as many results as possible. Ensuring that all tasks needed from you as an artist/ band are carried out efficiently, and in advance of the campaign where required, will be highly beneficial. For example, your PR agent will expect you to have planned some form of release schedules (do, of course, discuss this with your PR, they will be able to offer advice) and have finalized materials that are required weeks if not months in advance of the chosen release date.
Fundamentally, PR is all about brand awareness. Increasing your brand awareness is achieved by placing a new release, tour schedule, news item, etc., in front of as many relevant media outlets as possible. As an artist, it is your responsibility to stay on top of running your social media accounts, operating your own mailing lists/ news letters and be able to undertake any possible interviews and features if they are offered to you.
Factors that impact the PR campaign, as well as the form and quantity of results received, include the type of release that is being promoted through a PR campaign (e.g., album, video, tour etc.); timing both in terms of period in the year and how far in advance the campaign is taking place; and where a band is in their career at that point.
Placements in larger outlets are understandably on most clients’ wish lists, and it is not impossible for smaller artists to be covered by these outlets. However, it is not always predictable and often subject to other variables. For example, features in larger publications can be impacted by timing and the number of releases occurring at that point. Additionally, whether or not a band’s release has a theme relevant to a wider discourse at that moment in time or perhaps there is an interesting story behind an album that catches the eye of a journalist. It is important not to be discouraged if larger publications do not pick up your news or forthcoming release. High quality music is key for more major coverage spots, however, it is not all that is taken into consideration.
Music promotion requires an investment of time, and this includes with the implementation of a PR campaign. Steady and consistent efforts are necessary to achieve a long-term invested fan base, and these connections are not made in an instant.
For any C Squared inquiries please get in touch with Cori (corinne@csquared.info) or Curtis (curtis@csquared.info) to discuss how we can help.