Have you ever wondered how a new musician ended up in a major music magazine? How about when a music video went viral overnight? Obviously, the majority of success is because of their talent. The other comes from great PR or public relations. You can either do it yourself or hire someone, but the goal is to create mutually beneficial relationships between you and your publics. These primarily lead to media coverage but can also generate opportunities for shows, potential sales, and new fans.
The correct publics for you are determined by the business goals you set for yourself. These can include media members, venues, record labels, and of course, your fans. PR professionals will then use a variety of tools to get your message to those people. Here are two that are most common in the industry.
Journalists receive hundreds of emails a day from musicians claiming they are the biggest act of the year. How do you stand out from them? Most PR pros, unless just starting out, will have a network of journalists that they took the time to develop. There have been face-to-face interactions, conversations on topics outside of music, and possibly general life updates. But what does that mean for you? Let me ask you this, are you more likely to open an email from someone you know or a complete stranger? A PR person's connections provide you with the best opportunity to get placement outside of having newsworthy material.
If you don't have a social media presence, you're already behind. Social platforms have become musician's best friends allowing them to bypass traditional media. There are a lot of new questions that pop-up, however. Which ones should you use and how do you develop those into places people regularly check? First, you want to find out where your fans get their information from the most. If it's Facebook, make a Facebook page. If they don't use Instagram, you probably don't need one either. Next, you're going to need to determine what type of posts people want to see from you. Do they want pictures of you practicing? Do they want your random thoughts throughout the day? A PR pro can help guide you through this process and drive up your engagement which translates into long-term fans.
WHAT WE DON'T DO (USUALLY)
We don't book shows, but placements can lead to venues discovering you or a musician asking you to open for them. We don't get your music airplay, but we might write the one-sheet used to get you airplay. We don't manage you or take part in other various business activities outside of public relations. We don't distribute or sell your music, but we will give it to journalists so they can write about it.
Hopefully, we answered some of your questions but if not, email us. We love to have our brains picked. You can also email us if you're interested to see what Dominant Seventh can do for you! We care about the music community and the newbies just getting started. You can check out SonicBids' Blog for a day in the life of a publicist which is what inspired our post!