Now that you’ve learned what a press release is, it’s time for you to ensure that yours is an effective press release. Luckily for everyone who’s starting in the music marketing of their career, Howard Mandel, the president of the Jazz Journalist Association, has created a basic scheme for producing one impactful document. We think that his advice will help you to better your chances of engaging with the media and, as a result, your audience.
For Starters
It should be a relief to learn that experts in the music industry, such as Matthew Wright, have poignantly observed that publications can boost a career. This is not something new for you if you’ve been following Music Production Knowledge’s archive on music marketing, but is still quite striking. Press releases help the emerging artist to get out to the world—even more so when the publication in which they appear is a respected one. And they’re just the first step at achieving a fulfilling career in the music biz.
On to the Advice: Write an Effective Press Release
To summarize, a press release is a concise text intended to create interest and supply basic information of whatever product you’re about to get into the world. In today’s context, emails, snail mail, and webpages are the main forms in which they appear. More traditionally, however, press releases are common in printed pages.
When you’re writing your press release as an emerging artist, first consider who’s your audience. As Ben Rossman tells us, knowing your audience is key for effective music marketing. For this reason, you have to make sure that your information and language selection fit your demographics. Adding to this, do not lose sight of the fact that the other audience you want to engage, apart from your fanbase, are the editors, writers, broadcasters, webcasters, agents, or bookers you wish to get attention from. Be pertinent, accessible, and available. Most importantly: stick to the facts.
Your Demographics Matter
When you’re adjusting your information, do not lose sight of your demographics. Everything will depend on the site you’re broadcasting your news. Based on whether your release is local, regional, national, or international, decide what information is essential. Reflect, too, on whether your focus will be narrow (e. g. based on a specific genre, upcoming performances, current recordings, among others) or if it will be more general.
The Five Ws and the Extra Mile
In your effective press release you must deliver the five Ws: who, what, where, when, and why (and sometimes how). Once you’ve got that covered, identify the “something new” you have to offer: your own story that’s worth the reader’s time. Your news must be attractive so that more people will get interested in whatever you’ve gotta announce.
Effective Press Release: Conclusions
Due to his expertise, Mandel was right in pointing out these fundamental elements for an effective press release. If you’ve got the basics and the additional tips covered, you’re in for a fruitful stepping-stone in your career.
