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Ask yourself, are you really ready for Press & PR?
Posted By : Alex Powell
|
Posted Date : February 28th, 2019
So, you've signed a huge track, the artwork is on point and you've got the release set up to hit every store and streaming platform - that's the easy part. The million-dollar question is how do you make it a success? Of course, there is no easy answer (otherwise we'd all be millionaires) but there are plenty of things you can be doing to help market your music and brand. One of the things we often get asked about is whether investing in a PR campaign is a good idea and if so, how do you make the most out of it?

We've had a chat with SLK Associates who have worked with a broad range of DJs including Max Chapman, DJ Hype, Krafty Kuts, Leftwing : Kody, Pirate Copy and Danny Howard, about the world of press and PR, and they've helped us put together a few things for you to consider before taking the plunge:

What does a PR do? - PR is a way to shout about what it is you do. In terms of a record label, a good PR company will work with you to make sure that the release is being sent to the right people at the right time, and that you have the best chance of securing features to help promote the release. That might be via premieres, reviews and news items, social media features or artist-led features like playlists and interviews.

What do you want to achieve? - The most important thing to remember is that paying for a PR campaign isn't a guarantee of chart success - a good PR campaign will help increase awareness of the release and your brand, but it won't change your world overnight. Do you want to draw attention to the new release, or do you want to work on a long-term plan to promote the label itself? Make sure you have a realistic goal in mind - the front cover of Mixmag doesn't happen after one release, so set achievable targets.

Image is everything - If you decide to invest in a PR campaign, you need to make sure that your house is in order. Is your social media up to date and active? Does your artwork look professional? If you're paying someone to direct people towards your channels and they're out of date, you're already fighting a losing battle.

What's your hook? - You need to be strategic about incorporating a press campaign into your plans; have you got enough ammunition for the campaign to shout about? If you're wanting to push a certain release, what else can you use to help make the campaign more interesting to the media? Is there an event that you could link into the campaign? Maybe the label is celebrating a milestone? A good PR will help identify interesting angles and work out creative ways to talk about your product.

Are you ready? - Don't expect an effective PR campaign if you aren't ready to get involved. You'll need to be able to return interviews and features promptly, provide additional media content if there's an opportunity for placement, discuss ideas and react to opportunities as they are presented. When you're working to a deadline, you have to react to things as they happen - if you go off radar for a few days and then return to find an inbox full of great press opportunities that are no longer available, you'll not only have missed out in the short term, but you may damage future relationships. Remember what PR stands for: public relations, building the relationships and investing in the networks that can lay the right foundations that see the label grow and prosper.

PR isn't an exact science, it's a tool to help you shout about what it is you do. Carefully planned, creative PR campaigns can help grow your brand and make people sit up and take notice of you, but you can't rely on a PR campaign to do the hard work; it needs to work in harmony with all the other things that we suggest a good label does: effective A&R, great branding, forward-planning, good DJ promo etc. If you've got all that right, a PR campaign could help elevate your brand to the next level.

If you're interested in exploring whether a PR campaign is right for you, speak with SLK today

 

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