Most music writers will agree, we get too many press emails to actally read every single one. In fact, some are never opened. What can yo do to make sure yours is seen? How can your band stand out in so thick a swarm?
Honestly. there are tons upon overwhelming tons of unread emails from publicists in my inbox. Between my work schedule and other obligations, I always say I'll make time to read every one- but there are days when the best I can do is skim the subject lines. It's unfortunate; a lot of music I'd pribably love is overlooked entirely or discovered too late to do a story to make sense.
There are a few ways to significantly boost your chances of cathing the eye of the writers you reach out to, though. Content isn't mapped out the same at every publication, but most ediotrs are already looking a few months out on their schedules, probably even further. That means wrtiers are pitching stories correspondingly- so if what you're trying to promote is happening in a week or two, you may have already missed your window of opportunity.
Ideally you should begin your campaign three months ahead of when you're hoping for press. That said, how can you increase the likelihood that your perfectly timed email will be read and actually considered?
Choose the right writer
I can't stress enough how important it is to know who you're emailing rather than just blasting a ton of writers at random. Consider what outlets they write for and the kinds of music they typically cover- is your band a good fit? If the answer is no, your press request is probably a waste of your time (and their). It's far more efficient to send out just a few emails to carefully picked writers than to lump together a list of 30 who you aren't at all sure will be interested.
Use the subject line to your best advantage
A successful subject line is about more than getting the writer's attention- so, you know, don't resort to the very unprofessional and jarring EVERYTHING IN ALL CAPS with a ton of exclamation marks method. Even if you know the writer, the subject line is your first impression in your press seeking efforts. And if we're all as avalanced by press emails as I think we are, it may be your last, too. Make the most of it by featuring what's newsworthy first and foremost.
Send a well crafted email
Your press release (what goes in the body of your email) should open with the newsworthy bit before your band bio. At the end, you should include links to social media and contact info.
Be professional
It'd be a shame to lose a writer's attention not because he or she wasn't into your music, but because of your behavior. A degree of professionalism is paramount- as is being nice and polite in general.
Develop a rapport with writers
Once you've gotten press, the best way to ensure your emails will continue to be seen is to cultivate a professional relationship with writeres. Keep them updated about your band by writing emails specifially to them with the outlets they write for in mind. Do this with every writers who takes a liking to your band you'll eventually amass a solid, totally individualized roster of folks to hit up anytime you're looking for press.
[Sonic Bids]
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