Check Your Public Relations Knowledge

False: There are thousands of newspapers, magazines, fanzines, as well as radio and television stations throughout the U.S. and around the world. Whereas it is always wise to establish contacts, and create relationships in the music business, never forget that the media needs information. If your message is relevant or newsworthy for their target audience they have more of a reason to use your information.

False: Granted, the competition for media attention is at an all time high. We live in an era when everybody and their sister make their own music. However, if your music, and the Image you project are suited for the magazine, newspaper, and radio station you have carefully researched, then your chances for coverage in the media increase greatly.

False: Let's just say that any media publication or broadcast station that is solely concerned with doing favors for their advertisers will eventually lose touch with their readers or listeners. They succeed only when they deliver news and information that their audience is interested in. Will your music help them reach that goal? However, an artist, or a Record Label that has a budget for consistent advertising, and a track record of financial success, is far more likely to get a lot of free publicity because of the "party train" factor. Where there is success, there you will find the media "getting on board".

False: Finding new talent, and helping them reach more potential fans is an important function of the media. And, once again, when consistent relationships exist in the media, it is far easier to get reviews, calendar listings, articles, and interviews. Remember, anyone in the music business who invests their time and money supporting an artist, will see their careers progress as the artist's career progresses.

False: Really False! This is the worst thing a band or artist can do. The idea is to make friends in the media, not enemies. (You'll get those without much effort, I can assure you.). The media and music business is a business of opinions attached to "characters" attached to egos, attached to dollars and a lot of cents.

False: The truth is that there is no such thing as a "one time publicity campaign". Working an act is just that...work. See a publicity and public relations campaign as a career long commitment. Checkout any current celebrity who has been around the block a few times, and you will be noticing the results of the long-term publicity concept.

False: Performing for a charity or non-profit organization is the way to go. Writing a s check is a nice gesture, but think of doing benefit concerts for charities, or a political or social cause of some kind. The media are far more open to publicizing this type of event, than an ordinary concert. It also helps their "warm and fuzzy" community standing to get involved with such events.

False: Refer to question #5 again. Remember, the idea is to establish relationships, not get a reputation for being into payola, a stigma attached to the big record companies since the 1950's. Basically, it comes down to this. Be a good human being!. Be respectful of the media, and conduct your publicity and public relations ethically, and professionally. You will last a lot longer, and enjoy your work a lot more too.

False: It is always appropriate to "follow up" on press releases that have been sent, and send thank you letters when a review, mention, or article was written; but never call the media to initially inform them of any newsworthy event.

False: "All publicity is good publicity" is an old saying. And it is basically true. Even the smallest comment or mention in a neighborhood newspaper, a music fanzine, a gossip column, or a plug by a college radio DJ is worthwhile. See all publicity successes as steps forward toward the larger media exposure opportunities.