How To Effectively Run Your Own PR Campaign

Image credit: Franco Antonio Giovanella

Paying out for an effective PR campaign can be an expensive ordeal and in some cases offer little return for the artist. However, there are plenty of tools and ways you can run your own campaign cost-effectively.

Paying out for an effective PR campaign can be an expensive ordeal and in some cases offer little return for the artist. However, there are plenty of tools and ways you can run your own campaign cost-effectively. 

Traditional PR is fantastic for artists that already have an established base of fans and a steady income. However, if you’re just starting out buying into a PR can be costly and also not overly effective. 

Luckily, the internet has put more power in your hands as an artist and there are plenty of tools you can use to create a solid image, advertisement campaign, and connect with bloggers, tastemakers, and content creators. 

In this article, we want to help artists that are starting to build their online presence, get music out there, and, in general boost (hopefully) your streams and reach. 

Be sure to have your image/vibe locked down

So, before you start plugging your music you’re going to want to ensure you have solid single/album/EP artwork that is striking or relevant to the music. In addition to this, it is utterly vital that you have one solid press photo as well. Either take this yourself or if you can afford it invest in a photo shoot with a  local photographer. I cannot express how important this is, plenty of bloggers will want a shot of the artist, and a lot of times without it, they won’t cover your music. 

Tip: Use tools like Canva to create artwork and engaging content. 

Create a press release

A press release is a one-page document (preferably a PDF) that you will send to potential bloggers, content creators, and tastemakers. This document should be light, fun, and straight to the point without being too complicated. Ensure that the document introduces yourself, gives some background information, and explains what you’re trying to promote. Be sure to attach private links to the music you’re promoting and social media. If you have had previous press praise have a section that includes this, some bloggers will cover you based on what other blogs/websites have said. 

Tip: Make sure your press release is simple and engaging.

Use your social media to promote your music 

Like most artists you’ve probably got some online presence (if not I suggest you get one). Your social media is a direct link to your fans, new and old. Keep informing people of your new single, create interesting content around the release (particularly video content), and try to spread your reach across as many platforms as possible. Keep your eye on trends and what apps are most popular. Be sure to check your data too which will unveil a lot of vital information, information such as what times your profiles are most active, the countries in which you receive the most views, and much more. All of which will help you target your campaigns to the right and most responsive people. 

Tip: Look at other artists you like and established artists in general to get an idea of how to effectively use your social media. 

Use tools such as Musosoup and Submithub 

Emailing hundreds of blogs is a time expensive task and a lot of the time pretty disheartening. Bloggers, magazines, content creators, and tastemakers all receive hundreds of emails a day, so the chances of them getting back to you can be slim. However, there are websites such as Musosoup and Submithub that for a small fee can put you in direct contact with thousands of bloggers and industry types. It’s a sure-fire way to guarantee content and promo on your music. 

Tip: Set aside a small budget for these services and be clear about what sort of coverage you want. This way you know exactly what you’re paying for.

Music journalist and photojournalist based in Cornwall.

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