You’ve invested time, finances, blood, sweat and tears into your music. One of the key essentials to ensuring you have the best possible chance to reach a wide audience is to carefully and strategically plan your release PR campaign. However, even with careful consideration, occasionally the best laid plans can go awry. Below are some tips for effective scheduling and advice on how to best manage and adapt to any unexpected last minute changes.
*Please note, this guide offers general advice and things to consider to get the best out of PR however, schedules should be determined in advance of hiring a PR.*
What should you be Scheduling in advance?
Prior to starting your PR campaign:
- Beginning to look into PR services and options is best undertaken far in advance of your release date, it can be advantageous to start your search even while you are still in the process of creating your release. You should be sending the final masters to PR companies when enquiring about services so they understand exactly what it is you want to promote and how may be best to go forward in terms of campaign types.
- Album artwork and promotional photos, and any other materials, should also be completed prior to starting a PR campaign – these final high-quality assets are required in order for the press kit to be compiled and sent to the media in advance of the release date.
- Single/ music video/ additional video content such as playthrough videos/ BTS content will not necessarily require the same level of planning as the main release date, but it is worth considering how they may fit alongside other components in your schedule.
- If you are planning to film music videos once the campaign has started, ensure you choose realistic releases dates/ deadlines that allow for both filming and editing time. Your videographer will be able to advise on realistic timescales with their work. If you can film videos in advance, it is advantageous to do so.
What to do if a schedule needs to change.
It is not uncommon for schedules to require adjustments. Whether there is an issue with digital distribution, merchandise production has been delayed, the album artwork isn’t finished, or perhaps there’s an issue with a song’s mix that hadn’t been spotted and now requires re-working. These things happen, and it’s important not to panic. Even last-minute rescheduling can be done if absolutely necessary.
PR Mitigation Steps
If a cause for a schedule change arises, the key thing is to inform the relevant parties as soon as possible. Make sure your PR is told quickly so they can edit any schedule information at their end and send out the new dates to press.
Discuss with your PR the best way to proceed. For example, if you are in the early stages of your campaign with a number of weeks or months in advance of the initial release date, it is easier to rearrange and informing the press of a new release date with minimal disruption.
If the circumstances are subject to greater time pressures, such as issues arising with only a week or two to go until the intended release date, it may be worth considering an alternative strategy. For example, if you’re physical merch such as vinyl is delayed, one option is to continue with the release on digital platforms as intended and have a second release date for physicals. Remember, your PR cannot act or implement any mitigation steps if they are not informed of any issues. Maintain contact with your PR throughout the campaign to ensure everyone involved is kept up to speed.
We now offer longer PR campaigns. Find out more about the benefits of extended campaign lengths here: https://csquared.info/the-benefits-of-extended-pr-campaigns-in-the-digital-age/
Check out the latest Heavy Business Podcast episodes for further advice!