Saturday, November 13, 2010 at 11:58PM
How To Do A Proper Press Release
We are getting more and more unsigned bands trying to work directly with RockMyMonkey.com all the time. To be honest I think that is GREAT! I have always thought it was better for a band to do for themselves. However, that does create a few problems. There are proper protocols to doing this crap. When I deal with labels and independent press agents that have been doing this for decades they know the protocols. An unsigned band does not. So here I am going to try to show you how to create a press release that will help us do our job for you better.
1. First you need a list of contacts
DO NOT just ask me for my list out of the blue. I need to know you and already have a relationship with your band. I'm not going to just give this to any band out there. Heck, I don't even give the real email contact on this website. I use a Gmail for first contact to filter out spamers. Email me there and I will give you my real email address. Send me a few press releases there, hang out on this site and comment, hit the like button like crazy on our Facebook page, and get to know us. THEN ask me for a list of music industry contacts. Chances are I will give it to you no problem once you make yourself a friend. If I already know you, ask away.
2. It's better if you can hire someone
Sending out your own press release will not do you near as much good as if you pay to have the exact same press release, sent to the exact same list of people, with everything done exactly the same way, sent by a pro. All those music websites and magazines don't know you, don't care, and won't give a shit unless you give them a reason to. So if you can hire sergepr.com msopr.com, bigmachinemedia.com, bwr-la.com, EarsplitPR, chipsterpr.com, stachemedia.com, abc-pr.com, 60cyclemedia.com, am-media.net, mazurpr.com, vqpr.com, earshotmedia.com, sideways-media.com, itsalivemedia.com, islpr.com, iemarketing.com, IgnitionVisualMedia.com, charmschoolpr.com, or any of the hundreds of PR firms I work with on a regular basis you will be WAY better off. First a super quick lesson on working with these people:
a. They can cost from $500 a week to $5,000 a week easy and you get what you pay for. I've been burned by paying too little!
b. Even though you hire them, they have to audition you. If you are just starting out don't try and hire the press agent Kiss or Ozzy use. You can't afford them and they don't have time for you (or me for that matter it seems.)
c. Seriously, pay one of those people if at all possible. Sell blood, kidney, your soul, or your Star Wars figure collection if you have to!
NOW ON TO CREATING THE ACTUAL PRESS RELEASE:
1. The very top should have “FOR IMMEDIATE RELEASE”.
2. Put the headline in bold and in larger text than anything else. Keep it short, sensationalistic, but honest and factual.
3. Put the body of your message. Most press releases I read blow so many proverbial flowers up the artists butt that I can’t help but dismiss the entire press release. I only read about 10% of the ones sent to me at best. So try to keep yours interesting, but full of information about your band. Most of the press releases contain zero information about the band. It drives me nuts! Be different and actually inform people about your band.
4. Put three pound signs (the tic tac toe symbol that is on the number 3 key) at the end of the information you want made public. ### This should be on it's own line. I have seen it centered and to the far left side. I've never seen it on the right. DO NOT put it on the right or you will look like an idiot.
5. Lastly, put any other information you want only press people to see. Like if you have a website to download the cd, get high rez images, or anything else. Under all of that put your name, address, phone, fax (if you have one of your own), an email address they can contact you at for further questions.
Keep your press release short, but detailed. Make it clear right away what style of music you play. In the world of Internet journalism your press release will hit the trash bin quickly if you don’t make it clear right away that the artist fits their format. We don’t want to tread through a ton of weak adjectives to find out the band plays polka. Don’t just describe the sound! That makes us think you are trying to hide something…like they play polka. Don’t tell the band’s entire life story, but cram in the important facts so they fly rapid fire when the press release is being vetted. Add links to video, graphics, and whatever else that the press can use to “pretty” up the posting. A link to a hi rez graphic (several thousand pixels) helps to, but DO NOT attach it. Just send a link and let them download it.
Attachments of any kind can get your press release filtered by anti-spam filters people use on their systems.
Good luck. You’re going to need it. Seriously, hire one of those people listed above if you can. I'm not joking.