Do you know what a press release is? Well, it's a notification sent to newspapers, magazines, radio, TV and web sites meant to get you or your band covered by the media for free. To this end, your release has to be full of information, interesting, and above all else, accurate.
When media people receive your press release, they may run the release as-is, they may re-work the release, or they may contact you for more information and write an article of their own.
First, let me tell you when NOT to send out a press release. Do not send out a release for your regular activities. In other words, if you're doing a typical show... no release. If you're doing a common personal appearance... no release. If you're appearing on a radio show that you often visit... no release.
Basically, a press release is issued to highlight a special event. If you send them out regularly, the media will simply start ignoring them and you will lose all of your free promotion. So use releases wisely.
Now, you can always hire someone to write your releases for you - there are plenty of freelancers out there who can knock off a release in no time. But you don't need to pay for something you can do for free yourself. If you're not a writer, don't worry. Press releases are short and easy to compose because they follow a basic format.
As you start preparing the release, be sure to use a simple, common font (typeface) - like Arial or Times Roman. Fancy, artsy fonts will scream "this release was made by an amateur!"
Next, you must prepare the paper (or email) for your release. You should print your name, stage name or band name in the upper left corner of the paper. Under this, you should print your mailing address and web address.
Skip two lines and centered on the page, in all capital letters and bold print write "PRESS RELEASE." You also can print "MEDIA RELEASE" instead, if you want to.
On the next space down from PRESS RELEASE, to the right, type the name of the person the media should contact for more information (probably you), and a phone number which can be used to reach you. It is important that you have a phone number on your release.
If time is crucial, you can write "For Immediate Release" on the next line down and on the left side of the page. If the information in your release is not to be used immediately, you should type a release date instead: "For Release June 2, 2010."
Now we're getting to the good stuff.
Next, you need a headline. This should be printed in bold type and centered on the page two or three lines down from the release date. This may be the most important piece of your release because it must catch the attention of busy editors and radio program directors. The headline should be simple and direct. Try not to be clever, because this will annoy the reader. A newspaper editor, for example, may only glance at your release for a second, so your headline has to convey the most important part of the release and make the reader want to read the rest of the release:
"LOCAL POP BAND TO REPRESENT INDIANA IN NATIONAL COMPETITION"
Once you've finished your headline, you can start writing the body of your press release. This part must follow basic paragraph format.
The first paragraph is the most important, and it is nearly as important as the headline. This is your chance to tell the reader why you are sending the release. This paragraph has to convey what the event is, who is involved, when and where the event will be held, and why it is important. In other words, use the "Five W's": What, Who, When, Where and Why. The first paragraph always begins with the city from which the release is being issued, in all caps, and the date of the release:
"INDIANAPOLIS, May 1, 2010 - Area pop band, Hey You, has been chosen to be the only band from Indiana in the Super Big Records Battle of the Bands on Saturday, June 10, 2010, at the State Park Amphitheater in Harper Falls, New York."
See how the first paragraph mentions all of the important information in a simple and short fashion? You don't need any fancy writing or hype here. Let the event speak for itself. Too much flash will draw attention away from the main point.
In the second paragraph, you want to give more detail on the event:
"Hey You topped 46 Indiana bands in a contest last month to win the right to represent the state in the national contest. The winner of the Battle of the Bands will receive a $150,000 record deal with Super Big Records."
It's good to use a direct quote somewhere in this paragraph. A quote gives the release a more personal feel and makes it read less robotic. Use any quote that makes the event seem interesting:
"'I'm so proud of these amazing musicians," said Roger Bloomquist, the band's manager. "They really are the best at what they do, and now the whole country will know it.'"
In the next paragraph, you can brag about yourself. Show the media why this band is worth covering:
"The band, which was formed four years ago in Beech Grove, Indiana, consists of singer Bob Jones, guitarist Sam Smith, bassist Carrie Mackey and drummer Eric Conrad. Hey You has sold more than 10,000 copies of it's CD, What Happened to Pop?, and regularly sells out performances at the Finale Lounge in downtown Indianapolis."
End the release with a call to action. Tell the reader how he/she can get in touch with you:
"For more information about the upcoming competition, or to set up an interview with the band, please contact Bob Jones at (317) 555-5555."
By the way, the release should be so direct and simple that it fits on one page. But if you need to go to a second page, be sure to type "1 of 2" at the bottom of the first page, and type "Page 2" in the upper right corner of the second page.
At the end of your press release, skip a line and type this in the center of the page: ###. This is an old newspaper proofing symbol that means, "end of story." It is often still used on releases, and you will look much more professional if you include it on yours.
So, which media people do you send it to? Well, these days, the media companies usually have web sites that list staff names and titles. But if you can't find names online, call the company's receptionist. The receptionists are a wealth of company information, and they can usually tell you who to send your release to.
Now, once you send your press release out to newspapers, magazines, and TV and radio stations, let go of it. Try not to follow up on the phone. Editors and programmers can be annoyed easily by impatient marketers. If they are interested in writing about your event, they will contact you. And if they do, call them back quickly and be as professional as you can.
Remember, the point of the press release is to market your band and to establish long-term relationships with people in the media.
You can find great information about marketing your music at http://www.howtomarketaband.net/. How To Market a Band is a site created to help musicians learn the ins and outs of publicizing their music and finding opportunities.
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