10 things to consider before hiring a music PR

1. ) Don't think that you need a publicist right away.

"You do not need a publicist if you're a relatively new band who has yet to put out an album, can't tour outside of your hometown or your general geographic area, and if the cost of hiring a publicist is going to hurt you financially," says Seide, who's repped Tool, Baroness, and the Melvins.

If you're planning to release your first song, your first EP or your first album, I truly think that a DIY publicity approach is the first strategy to do. 

Think about the bigger picture: If your goal is to be featured in NME, there's a long journey of work, research and efforts before getting their attention and writing something about your music. Even the most expensive PR won't accomplish that miracle. There's no shortcut. Period.

So reach out and connect with local music writers and editors, smaller regional and national music blogs, and maintain a robust social-media presence by posting and sharing something every day. That first step will drive more followers to your social medias, you'll attract attention of the indie scene network and of the people who are interested and passionate enough to discover unknown artists. 

They will be your first supporters.

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2) Build your foundation and do your own PR first.

Getting more followers will give confidence to some media and even big PR firms. It's a (subjective) indicator (amongst others) that your music is appreciated, that you have a fan base, that you're serious about your art and that you're worth giving attention. The credibility you'll gain with the coverage and attention will strengthen as more people will join you in the journey: more blogs, more radio airplays, leading you to larger blogs, larger radios, more credibility towards the people you'll contact such as labels, managers and so on.

Playing local shows is also a good way to get your name out there and build a C.V. and create a local buzz; cultivate relationships with other bands in your area and play shows, then when you promote yourself and eventually come to a publicist, you have a foundation in place.

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3) Know that a publicist’s job has limits.

Unfortunately, not everything can be featured or is ready to be talked about. Not every artist has (yet) a good story to share, and unlike advertising, there is no guaranteed exposure when it comes to publicity. 

Influential medias are limited, so the topics and artists that cut through the noise and make headlines do so based on qualities like : newsworthiness, timing, and mass appeal. 

So here are some qualities you should have that a PR will work with to have better chances to provide you with coverage : a good pitch (a good story with quality content, a good biography, a good press release...), good music, good touring/shows history, unique traits, influential people who are involved in your music / carrier, affiliations, existing relationships, doing things outside of the box, web presence, number of followers on social medias, and often, traction in other areas (radio, sync placements, industry interest, etc.)

At the end your chances to get coverage are whether an editor or writer likes your music. This cannot be cheated by anyone or any PR. 

In addition to writing a good press release and pitch, and to submit your music to the appropriate medias, publicists can offer constructive marketing advice, such as insight on what to tell in your story, things you should avoid talking about, which singles they feel the press will react to in a positive way, a strategy of what materials / songs to promote, a timeline, and more.

That's why you shouldn't hire a PR too early. When you plan your first-ever campaign, coverage results can be frustrating at first and paying a professional at that point will not guarantee coverage either. Even if they put in the extra time and effort to ensure the media pays attention to the music, they still can’t guarantee the press will like it or act on it. That’s the job of the artist.

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4) Save money.     

If you're feeling great about your music, and you built your "foundations" with your first DIY campaign, then now's the time to start saving money for good PR, which can be expensive. Having a budget before you talk to a publicist can save both of you a lot of time. Some will be totally out of your price range, others may negotiate, and some will be a perfect fit. In my personal experience, the cheapest campaign my band paid for was around $1000 for each month of PR campaign.

5) Stock-up on unreleased content.

Either you decided to become your own publicist or you decide to hire a PR, the more material, the greater the odds of coverage for you.

Yes, you worked your so hard to make an entire album... but that's only a very small portion of the work you have left to give it the attention you think it deserves.

The more music videos that illustrate your music,  alternative versions of songs, upcoming tours and shows, and anything else creative and outside the box, the more you or your publicist will be able to come up with a killer strategy for releasing everything, and you'll maximize his or your efforts and your overall campaign.

That strategy will allow you to get more attention on a longer period of time, gain more fans and followers as you go, and keep people interested. Your followers won't be bored and will be excited to discover something new every day / week / month / year / decade...!!!!

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6) Look professional.

You don't need to spend thousands of dollars in graphic design and photograph, but do hire professionals who can help your visuals to be consistent, good quality, coherent with who you are as an artist and how you want to be perceived with the right colors, theme, font, pictures, style, etc.. That goes for all your contents : pictures, logos, websites, posts, etc...

             

7 Don't hire someone who makes big promises.

We now understand that the only promise a publicist can make is that they'll work hard on your behalf. This goes double for any publicist who says they can get you press in a specific publication... 

Stay away from PR who guarantee coverage, it's bullshit! Instead, hire a PR company that is going to be honest about what they think they can achieve.

You know the saying: "when it seems too good to be true, it usually is..."

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8) Set your goals and manage your expectations.

Be honest about your goals and expectations. I suggest you make a timeline : 

- Phase 1 : the "reachable and reasonable" coverage (now)

- Phase 2 : the "that would be pretty cool" coverage (near futur)

- Phase 3 : the "big dream coverage" (futur)

That way you'll be able to manage your expectations, avoid wasting your time or asking your PR to reach out to medias that are out of reach for the moment. 

This technic helps me to keep motivated. I'll keep working and do everything every step of the way in the direction of that big goal.

9) Hire a PR that is specialized in your genre and who is aiming to grow artists your size. 

Many music PR have a dedicated focus ; for example some only do print media or only digital, only do radio promotion, college radio promotion, or only playlists placements.

A PR campaign shouldn't be general. It should be centered around a specific project and have specific goals and media types to reach. 

Hire a PR for a set period, during which he/she will write a killer press release, send emails, do his/her magic and try to generate as much press as possible.

Don't hire a PR firm three days before your tour starts or a week before your release. You need to hire a PR (or start your own campaign) at least 3 weeks before the release date.

Make sure they know your specific music outlets and listeners : 

- have they worked with rock bands before? only promote rap music? 

- only have huge bands in their roster? (in that case do they have the specific network for indie artists?      because it might look appealing to work with the same PR as your idole, but you might end up with no      results at all!)

- check the bands you never heard of before in their roster to see in which medias they had coverage

- can you relate to the bands they work with? etc..

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10) Do your research before reaching out to a publicist.

As I said in 9), look for publicists who work with artists who have a similar sound or aesthetic to yours. For example, someone with a roster primarily focused on rap might not be the best fit if you’re a rock artist. 

Have a closer look at publicity campaigns you particularly liked or that align with your own goals, and find out who's behind them 

Consider publicist research similar to the kind of digging you might do on a company before a job interview. Look to artists who are succeeding in a way you could see your career following.

Getting referrals is always a smart move. "Depending on the size of the band, asking other artists who they work with, or having your manager or booking agent make suggestions, is also a good way to find the right person," Seide says. 

BONUS TIP: QUESTIONS TO ASK A P.R.

Working with a PR firm can be very expensive, and there is no guarantee of any payoff. 

Before you sign up with a music PR, ask yourself—and him/her—plenty of questions, so you can be confident with who you work with:

1. How many clients does he/she currently have on their roster, and do they have ample time to dedicate to your project? (too many clients means less time dedicated to your campaign)

2. Who else does he/she currently represent, and could other clients be in direct competition with you or your campaign?

3. Where has he/she recently landed media coverage, and what outlets do they think might be a good fit for you? 

4. What other artists or bands has he/she worked with in the past, and are they at a similar level and genre?

5. How often do they send reports, and how can you see who they have pitched on your behalf?

You don't want to spend a lot of money on a publicist only to see very little come from it. Start with a clear vision of what you want, what you expect from a successful campaign, and the time frame you require. Only move forward if you are confident that the PR has addressed all of your questions and can deliver on their (reasonable) promises.

Feel free to contact me for any help you need!