File Under: Getting Media Attention & PR
In last week's blog, we covered 7 Techniques that Every Musician Should Use To Get PR. But getting media attention and PR has a lot of aspects to deal with including: getting covered, sustaining your PR efforts, and even tasks that you need to do after you get coverage. In this continuing series of tips, we provide more techniques you should keep in mind.
Consider these additional 7 techniques you should use as you promote yourself to the media:
1. Two Ways To Get Coverage
There are two ways to get coverage. One way is to send out info or press releases to journalists to get coverage. Another way is to make yourself easy to reach if a journalist decides to cover you. If you use the “Think Publicity, Always” technique from the first article you'll be contacting them each time you do something noteworthy. But once you have some momentum, make yourself available by being easy to reach and responsive if they decide to cover you. This means that your website should make it easy to contact you, and should have your bio and basic facts available so that it's easy for them to write about you.
2. Two Steps Forward, One Step Back
After getting coverage, you might get a spike in traffic to your website or a video the traffic will drop down once the story ages out of people's attention. But even though the coverage drops, each story you get will get you new subscribers, fans, and followers to your social media. This is how you grow your fanbase. Because of this cycle, a steady stream of coverage is why a sustained PR effort is necessary. Also, if you have a particularly effective story that continues to be covered, you should keep pushing the story to other media and sources pointing out the attention, and capitalize on the momentum.
3. "As you requested" or "Solicited Materials"
The goal in contacting a journalist is to get them to ask you for your info, music, or media. But journalists get so much mail that the second email or letter might be ignored unless you can give them some context. To avoid problems with this, when you send it to them, make sure that they know in the follow up that they asked for it so that they can prioritize it higher than something that just showed up unsolicited. If it's an email, add "As you requested, I've attached…" and if it's a package, mark the envelope with "Solicited Materials" so when it hits their desk, they know it's something they asked for.
4. Never Make Them Wait
When a journalist wants to write a story and they reach out to you for information or an interview request, they are likely trying to hit an imminent deadline. Make sure that if a journalist contacts you to get back to them immediately. Get them what they need, or you might miss out on coverage.
As we wrote about in One Simple Idea To Generate Tons of Marketing And PR Opportunities, find artists similar to yours, and find out where they get covered. Those are the most likely journalists and outlets to cover your music. You aren't doing this to be like those other artists, instead you're finding the music fans and outlets likely to be interested in your music so that you can get your PR stories in front of them.
If you want a journalist to be interested in you, start with being interested in them. Research the journalists that you are targeting. Explore their social media, websites, and LinkedIn profile. Read their stories, and find out what they've covered before. Discover the audiences that they write for, and the kinds of stories their blogs or outlets normally write about. These will give you the best ideas to pitch stories to them that meets their needs and their audiences in order to influence them to cover you. Then compose a message using good marketing techniques to increase your changes.
7. Send a Thank You and Follow Up After Getting Coverage
A simple thank you message to the journalist makes a big difference after you get press coverage. That journalist is more likely to cover you in the future. Also, don't forget the 6 Things You Should Do After Getting Press/Blog Coverage.
Besides incorporating these techniques, if you haven't yet, make sure to read the first article in the series 7 Techniques that Every Musician Should Use To Get PR. All of these flow from the very first point in this series from the first article: think publicity, always. If you can make the things that you do as a musician part of a story, you'll increase your chances to get covered and gain new fans for your music.
- 6 Things You Should Do After Getting Press/Blog Coverage
- The Indie Band Survival Guide (Remixed & Remastered: Second Edition)
- Making Money With Music (15-hour Online Course)
#PR #marketing #media
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