Chapter 7: Media Relations
You’re not going to get too far if nobody knows about you. This is where media relations
comes in. Aggressive media relations. The ability to have reporters, writers, authors and
editors tout your virtues is paramount. Getting your name in print is important to estab-
lish your brand, image and, ultimately recognition. A wee bit of controversy doesn’t hurt
either, as long as it’s not way over the top.
The first thing to remember about media relations is that they–writer, reporters, edi-tors, bloggers, etc–don’t give a hoot about you, unless there’s a story in it for them. Ev-
erybody wants something. So give it to them. A release about your nifty new song will
likely get tossed in the circular file. These folks are inundated with press releases, media
kits and various other requests. You need to find a spin. That might mean aligning your
band or act with a charity, a pro-bono event, something politically outspoken. Stuff like
that. You need news that will turn a head or two. Three is even better.
Building A Media List
This first key to media relations is to know whom you’re talking to in terms of reporters,
writers, editors, bloggers and others. That’s going to require building a media list.
A sibling to your prospects and industry contacts lists, your media list is destined to
become one of the treasured items in your marketing toolbox. It’s a list of all the media
contacts who are going to skyrocket you to stardom.