What are the benefits of using a PR firm?
When it comes to boosting your brand, one of the most helpful ways of achieving results quickly can be through the use of a PR firm. Companies like The Media Nanny, Get In PR, Urban Rebel, Listen Up!, and Global Publicity are all shining examples of PR firms who use their expertise to boost public profiles of artists, working with upcoming producers, established names like Don Diablo, Afrojack, and Marshmello, and all those in-between. But before you opt into the use of a PR agency, it’s best to know exactly how they can help, and what services they may be able to provide for you in a way that will enhance your career.
It is worth remembering that you cannot handle every task your small business needs. Between trying to boost sales through marketing, handling productivity problems and tracking finances, you might not have time to handle public relations. This is when you must consider turning to a public relations firm. While there is a cost for hiring a PR firm, the advantages may make the expense worth it.
Professional public relations firms have relationships with media outlets. These relationships make it easier for them to place articles and press releases with newspapers, magazines, television stations, radio stations, high-profile websites, and podcasts. You add authority to your message when it comes from a professional PR firm, and media outlets are more likely to see credibility in your message.
You may have a tendency to get excited about every aspect of your business because it’s yours. A professional PR firm can look at your business objectively and judge what is newsworthy and what is not. Such a firm can also tell you what kind of events to plan that will be newsworthy for you.
Sculpting your image
You don’t want every aspect of you and your business in the public eye. A professional PR firm will hone your image and emphasize the positive points. Public relations is not about lying; it is about exaggerating the positive. A professional PR firm will find the positive and make sure people think of you in this way.
You can’t keep up with your publicity needs the way a professional firm can. An active PR firm can build the public perception that something new is always going on with your business and that you keep moving forward steadily. Constant news about your business signals that you are growing, changing and improving.
Questions to ask yourself before you sign with a music PR firm
Before you sign up with a music PR firm, ask yourself – and them – these questions, so you can be sure PR is the right choice for you right now.
Can I afford this?
PR is expensive. In many cases, it is VERY expensive. Although hiring a PR firm can eventually help you make money, you have to put it into the right space in your budget. First and foremost, you need money to get your release ready, distribution set up and a reserve to cover the costs of playing shows. Consider these the basics. If you have to divert money from one of these expenses to pay for PR, you may not be able to afford to hire a PR company right now. If you compromise the basics, you won’t get the most of your PR campaign anyway, since you won’t be in the position to take advantage of it.
Can I do this myself?
If you want a small, regional promotional campaign, chances are that you can handle the work yourself. It will require some research and time, but if money is an issue, this might be your best bet. A PR company really becomes valuable when you are ready to mount a national promotional campaign that you might not have the time or contacts to accomplish yourself. If you don’t have the time and inclination to do a regional press campaign, outside PR can certainly handle the job. Just be aware that a campaign of that level is easily handled in-house and if money is a problem, this kind of campaign is a luxury.
Will the project get press?
What is the likelihood that the specific project you want PR to work on will actually generate enough press coverage to justify the investment in outside PR? Be realistic. Your first release may not immediately get reviewed in Billboard. The best time to hire PR is when you have built up a little bit of buzz through your own work and have a project with a good promotion angle. This angle can be anything from an album promotion anchored to some tour dates or a unique story about how the project came together.
Are my expectations realistic?
When you hire PR, you aren’t buying guaranteed press and exposure. You are paying for the service of PR – someone to send out your music/tour dates/news to the media, follow-up with them, and try to convince them that you deserve some coverage. They can’t make anyone want to cover your projects, and unfortunately, they can’t make anyone give the music a good review. Even the best PR company in the world with a lofty past client list can’t guarantee you that even a single person will want to write about or play your music. That’s reality. Get comfortable that you are paying for effort, not guaranteed fame and fortune.
For many producers and DJs, there are many benefits to using a PR company to boost your profile and get your name out there. Whether this is the right choice for you, will depend on the above factors, and if the positives will outweigh the negatives.