Many artists turn to PR agents for publicity. However, misunderstanding the role of a PR agent in your career can seriously hurt your finances. While you seek exposure, it's crucial to distinguish between spinning a narrative and initiating one. This distinction may be perplexing, but it's essential. PR is a form of promotion, but is it the type of promotion you truly need?
I've seen numerous teams pay for PR services that didn't deliver. Yet, whenever we needed media exposure, I managed to secure blog write-ups just by asking. Allow me to clarify what Public Relations can genuinely do for you.
Positioning You in the Market or Genre as the New Leader
A PR campaign always aims to position the artist as a leader because who else would draw attention or be worth a story if not a leader? This is why you start small and narrow instead of big and broad. All of the components below make up a PR campaign narrative.
New Leader + Genre + Interest + Age + Location = PR Campaign Narrative
Genre & Interest
The interest depends on which groups you aim to penetrate—clubgoers, smokers, fashionistas, etc. Pairing your genre with a related interest cultivates a focused reader or listener group.
Age
Age helps determine the media outlets you target first. This way, you avoid irrelevant outlets that don't resonate with your age group when your listeners aren't even tuning in.
Location Stages
Stories must be narrated at each level. Here are examples of how narratives can be spun at each stage:
Local: "A local sensation introduces a fresh take on hip-hop!"
Regional: "This artist is rocking the region!"
National: "Is this artist the future of hip-hop?"
Will I Need a PR Agent for This?
In many cases, no. You might just need a little help from your team to get the stories rolling. As your buzz builds, journalists may write about you on their own initiative.
What if Journalists Start Portraying My Image Incorrectly Without My Input?
If that happens, it's time to hire a real PR agent to steer the narrative back in a positive direction.
People Don't Really Read Blogs. What About Influencers?
True, people may not read blogs as much as they used to, but they do notice headlines, which can shape the narrative faster than a blog. Collaborating with influencers can also quickly shift your narrative with enough concentrated posts.
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Success in the Narrative
Controlled Narrative
Targeted Exposure
Increased Opportunities
Leadership Positioning
Resource Efficiency
Long-term Career Growth
Failure to Control Your Story
Uncontrolled Narrative
Misdirected Resources
Stagnant Growth
Conclusion
Once you've mastered the art of PR, you will transition from a struggling artist to a rising star. Understanding and leveraging PR will empower you to take control of your narrative and define your own path in the music industry.
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