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6 Steps to getting an avalanche of press coverage

  • 20somethingmedia
  • Jan 24, 2023
  • 3 min read

Updated: Jan 20, 2024

You want media exposure, right? And preferably a lot of it. As we discussed in the previous articles, there are ways to stand out from the pack and greatly increase your odds of getting covered. Here are six more golden nuggets of music PR advice:


1) Don’t use me-centered thinking


I know I’ve already covered this, but it’s so important I want to stress it again: Stop talking so much about yourself in “I-Me-My” terms. Most band bios, cover letters and email messages are littered with “I think this… We did that… I am… We want… I, I, I…”


Perhaps you’re not clear about why this is important to you. You may be asking, “How else am I supposed to tell media people about me and my music?”


The answer: By focusing on what’s in it for the media person! (If you’re not sure what that is, review the four points in the previous articles.) The problem with so much of the plentiful me-centered copy around is that it is practically void of the most important marketing word of all: “You.”


Reality: Let’s face it. Most people are motivated by some level of greed; they naturally focus on themselves. Experts say it’s an ancient human survival instinct left over from the caveman era. And that’s fine. It’s not a crime to put a priority on your goals and aspirations. But when you communicate with others, it’s important to resist the urge to focus on yourself.


To get what you want, you must cater to other people’s goals and aspirations. You have to figure out how your needs can be met by helping others meet their own needs.


From now on, I’d like to keep in mind that what motivates media people (and all people, for that matter) is what they get out of various relationships. Whenever you communicate with someone – whether on the internet, in person, on the phone, or in writing – he or she is either consciously or unconsciously asking, “So what’s in this for me, bub?”


Of course, you can react to this reality of human nature by thinking how unfair it is. Or, you can use this knowledge to your advantage to get what you really want out of your music career.


2) Aim directly at the media person’s hot buttons


When communicating with a member of the media, don’t write something like this:

“I have a good band. We have gotten airplay in our region. I would love for you to give us some exposure in your state too. We could really use it.”


The most common response to this type of marketing is: “So what? Who cares what you could use? Why should I add to my already busy schedule to help you?”


But what if you tried this approach with your wording?


“Come on, admit it. You’ve always wondered what true Celtic musicians wear under their kilts. Well, you may get a chance to find out when the Blazing Scots come to your town next month. We may not bare our private parts for you, but we will certainly bare our souls as we pour our Angus-inflected heritage into a two-hour marathon of lusty bagpipe magic.


“Your readers will thank you for sharing us with them – and you’ll be glad you did. Call 555-1234 right now to get your own copy of our new CD and a FREE Keltic Karma T-Shirt. Call 24 hours a day, 7 days a week. Bonnie, the Blazing Scots answering machine is standing by.”


Even though the preceding copy is a little over the top with tongue-in-cheek humor, hopefully you can see how “you” –oriented it is and how much more effective it could be than the example before it.


Lesson: It’s the same band and the same information, just a better way to present it to get results. The former pile of … um, words… is ego-driven and bland. The latter speaks directly to the media person and what’s in it for her. It addresses her needs, not yours. Plus it offers her a playful call to action to get the goodies the band has waiting for her… if she only calls now.


Are you starting to get the picture? I’ve taken up a good amount of space to address this issue, but I think it’s an important one. Hopefully, you do too.


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