How To Run A PR Campaign

• Something to publicize (an event, show, or new music)
• A press kit

1. Define the event you want to publicize.

The event you want publicized must be clear and understandable for the media. Is it a new album? A show? A new video?

2. Define your target: Traditional Media and/or New Media.

• Traditional Media: print media, magazines, newspapers, radio, and TV. It requires more work and formalities (press releases, longer lead times, etc.).
• New Media: blogs, podcasts, vlogs, mp3 blogs, social networks, etc. New Media is relatively informal (emails vs. press releases, shorter lead times).

Reach out to both types of media in order to increase your chances for coverage. 

3. Compile a list of those in the media you know.

Publicity builds on itself. Start with the journalists, bloggers, podcasters, etc. that you know. These people are the most likely places for you to get initial coverage. Once you get some coverage, you can leverage it towards other press and media opportunities. Also, reach out to bloggers and podcasters you read or listen to regularly. They like to hear from their audience and may be natural places to get coverage.

4. Work with your street team and fans to discover who they know.

Talk to your fans about the event. Ask for their ideas, whether they know anyone in the media, and if they can help in other ways to promote your event. Click here to learn how to create and manage a street team.

5. Compile a list of all the media you want to target.

For best results, target those outlets that are "just your size" or "one step up". These include media and people you do not know. You'll want to compile a list of:

• Music Press and Media
• Magazines, Zines, and websites
• Traditional Local and National Press
• Music Blogs 
• Non-Music Blogs Covering Topics in your Niche
• Commercial and Public Radio Stations
• College and Indie Radio Stations
• Cable and Satellite Radio Stations
• Social Playlist Sites
• Internet Radio Stations and Webcasts
• Music Blogs
• Music Podcasts
• Non-Music Podcasts Covering Topics in your Niche
• File-Sharing Sites
• Other websites

If you discover a website, blog, radio station, music blog, or podcast that looks like it may cover your event or music but lacks details about submitting your music or details, reach out to them and ask.

6. Get your "music resume" items up-to-date.

Make sure your "music resume" items are up-to-date with any new information about your event:

• Your bio
• Your fact sheets
• Your online press kit
• Your physical press kit
• Your website (music, videos, etc.)
• Your tour/gig schedule

The media will use these materials to cover you and you'll want to make sure they are up-to-date. 

7. Prepare your PR documents.

Traditional Media usually expects a press release about the event. Click here to learn how to create a press release. For New Media, compose a general email that can be used as a template. This template should contain most of the information about the event that you can personalize depending on who you're sending the email to.

8. Set up alerts.

Keep up-to-date on what the press, bloggers, and people are saying online about your event by setting up automated alerts. Click here to learn how to set up automated alerts. That way, when publicity happens you'll know and you can contact the person to thank them for the coverage (see last step).

9. Set up a tracking system.

You'll need to keep track of who, where, and when your sending your materials to (CDs, mp3s, emails, press releases, etc.). If you don't have your own system or database software, a simple spreadsheet is fine. You can even use ours - click here for How To Track A PR Campaign With A Spreadsheet.

10. Give appropriate lead time depending on the type of media you're targeting.

Traditional Media needs about 3 months of lead time for feature stories. This means you need to plan events at least that far in advance in order for the Traditional Media you targeted to have time to review everything. For the New Media, you'll want to contact them slightly before, the day of, or shortly after your event.

11. Contact the Media.

For the Traditional Media, send your PR materials (press releases, CDs, MP3s, videos, etc.) about the event to those on your target list. For New Media, send out your emails. Follow all submission guidelines for both.

12. Use PR wires for extended coverage.

For extended coverage beyond your targetted Traditional Media list, use press wires to blast your release to journalists browsing for stories. Many are free to use.

13. Send "thank you" messages.

Make your PR campaign easier the next time around by thanking those people who covered you and your event. Each successful article is the beginning of a relationship with people in the media.

Tags: PR Wires, Press Release Writing Services, Publicists

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