Perfect Porridge Indy Band Marketing Tips: Media Outreach

This is the second post in a series of Perfect Porridge-endorsed independent band marketing tips. My day job is in the public relations field, so if there's one thing I know a lot about, it's the importance of PR. I also get about 100 e-mail pitches a day here at Perfect Porridge, and most of them are utter crap. You people know who you are. Whether it's stock press releases, announcements for concerts in L.A. or N.Y. or pitches to review gangsta rap, I'm quick with the "DELETE" button when a pitch doesn't hit the mark. I delete most of my e-mail. Bands, record labels and public relations firms inherently know that spamming the media is wrong, yet they continue to utilize poor media outreach strategy. They are just lazy, stupid and sometimes both. Just look at the varied pitches I pulled from 10 random e-mails in my unread box right now. Although bands crave and loathe music critiques, needs and include pull-quotes in their marketing materials and (although they may deny it) hope and pray for positive reviews in major local and national media, they rarely take the time to build the relationships necessary for meaningful coverage. Common sense should tel you it's not simple as creating a "pitch list" and then sending out an e-mail blast while praying for positive press. However, you would be surprised how simple it really can be. Here are a few tips for getting started: 1:1 is Key

• Build relationships with local music media. Remember that writers, editors, reporters and critics are human beings. It sounds fair enough, but you would never spam or send unsolicited information to someone whom you know and respect.

Getting Started

• If it's a newspaper or magazine, read the writer's past work. See if the publication has a pitching policy. Some old school media still can't accept CDs or promotional materials, so be smart about mailings.
• If it's a blog or Web site, read the About section and see if there is a "How to pitch me" FAQ.
• If the writer has a blog, Twitter profile or other online persona, befriend it and get to know them using the social media tools at your disposal.
• Send the writer an introduction e-mail, reference something they've written in the past, why you're e-mailing them today based on those references, and ask if you can get together for coffee or a beer (really).
• If not, ask if you can talk to them via phone or in person for 5 minutes to get a feel for what they write, their preferred communication style and feel them out for an advance review, live show review or interview. They will appreciate that you're even trying, and this can go a long way.
• If you aren't willing to go this far, at least ask what their preferred means of receiving pitches and information is. Ask about their editorial calendar and key deadline dates.

News Hooks Are Critical

• As far as timing, remember if your album is out already, it's old news. Now you need a news hook (upcoming gig, future feature in a national magazine, new music video, new single release, etc.).
• Below your signature in all e-mail communication with media, I recommend to include your band name, background, urls, mp3 links, video links and upcoming tour dates. In 3-4 bullets, be sure to give them a taste of who you are and why you matter -- and be sure it's more than your MySpace profile URL.
• If you customize this initial e-mail to the writer, you will reap the rewards.

Next Steps

• Follow-up politely and remember they most likely receive literally hundreds of e-mails a day from snot-nosed kids who demand reviews of their crappy bands.
• If you're positive the reporter will be interested in your band, proactively mail a review album well in advance of the release date and then e-mail them to say it's in the mail. NOTE: Since this is an unsolicited mailing, it's important to be positive the mailing will be welcomed.
• Remember, music reviewers get too many envelopes to open, so make it memorable.
• A handwritten note goes a LONG way in standing out.
• If mailing to local writers, mark the outside of the package "Local" and write the CD release/gig date on the package and on the physical CD clearly.
• Some of the more creative mailings have included gift wrapped albums, rubber duckies and coloring book pages with my name stenciled around the characters.
• Offer to put writers on your upcoming gig's guest list and tell them way in advance. One of the better tactics that works for me is to proactively mail printed VIP tickets for your CD Release show. And if it says VIP ticket holders drink free, even better.
• If the club where you're playing has a guest list, try not to use it for anyone but media. \
• On top of liquor sales and your performance, bookers/bar owners often judge your performance on the cover taken in at the door. -- so let your loser friends pay the cover charge and fill up that guest list with media.

And Then

• If you still hear nothing back after a few e-mails, I suggest sending another polite e-mail quickly summarizing your previous pitches, re-including band name, background, urls, mp3 links, video links and upcoming tour dates and the reason you merit that particular writer's attention today.
• If you can't provide a news hook, you shouldn't bother to send another e-mail.

Of course, just being polite and sending smart pitches won't ensure a positive review, but it will increase your chances of ANY review and maybe even a fair one. Imagine if you were getting hundreds of e-mails a day with people asking for your attention. If someone took a few moments to get to know you, you would bend over backwards for them when it came time for their moment in the spotlight. At least that's how I operate.