Are you at a stage in your career where you need to start gaining more publicity? What is publicity and how can you start gaining more of it? In today’s article, we’re going to discuss how you can start gaining more publicity for your artist business.
What Is Publicity?
Publicity can be considered as ‘free’ marketing from the media. If you have an interesting story and send it off to media outlets, some media outlets may post your story on their platform to their audiences which gives you exposure. Finding a publicist and executing a DIY strategy can both work in this area.
As discussed in other posts, because this is an organic (free) tactic, it’s good to define what the objective is for your campaign so you see the most return on your investment.
What Is Publicity Best For?
After speaking with numerous PR consultants and professionals, many of these experts agree that each stage in your artist business will need a different communications strategy depending on where you are in your business.
In general, you will need to manage 2 communications channels:
(1) Primary Audience refers to your fans, customers, and buyers. These are the people that will be engaging with your content normally and purchasing your products or services.
(2) Secondary Audience refers to media outlets, influencers and anyone with a platform that can expose you to more of your primary audience. Your secondary audience may or may not purchase your products or services directly but because they can put your product in front of the right people, your secondary audience has the potential to help you reach new heights in your career.
Both audiences need to be nurtured however publicity focuses on your secondary audience. Publicity is slower and best for brand-building but if you don’t have money for advertising or influencer marketing, using a publicity strategy to bring in more fans will definitely work.
Remember: You will see the most return when you combine a paid and organic traffic strategy to find new fans and customers. If your money resources are low and you and you’re executing a publicity strategy solely to bring in new fans, remember that it will be a grind and consistency/discipline will be your best friend.
How To Best Gain Publicity?
In this article I’m not going to get into how you pitch to media outlets but I will show you methods on how to pick media outlets most likely to post your story.
The rule of thumb is, target outlets that have content that would be a complement to your craft or industry rather than media outlets that have content that would be a substitute.
For example, if you are in the music industry, the media outlets that will give you the least amount of exposure in the beginning of your career will be music blogs because there are so many other substitutes that a music blogger can pick up.
However, if you happen to be a stoner and athlete, targeting marijuana blogs and sports blogs will give you the best chance at getting featured because these are compliments to your brand and the competition among musicians on these platforms is not as high.
What To Do With Your Publicity
If you have blog features, press reviews, interviews, etc., share them with your audience! Letting your audience see other people talking about you in a good light will always have more weight than you talking about yourself. This is part of brand-building and will help create stronger connections with your audience.
You should also keep in contact with the outlets that have posted your story because it will be much easier to pitch to them in the future. Also, you never know who’s going to make it big tomorrow. If someone believes in you enough to post on their platform, that is a relationship that you need to nurture.
Publicity isn’t a one size fits all. With it’s high costs in terms of money and time, it can be difficult to afford for startups and it can be difficult to dedicate the time needed to execute a solid PR strategy. If you’re able to reach out to roughly 20 - 100 outlets per release, you will begin to see some traction.
Remember: The goal of publicity is NOT to drive sales so make sure your objective is defined and you know what you’re aiming to gain from your campaign.