Using earned media to get your music noticed: Lessons from a PR Pro

Technology has allowed musicians to make and release music from their bedrooms, but that also means the competition is tougher than ever. Here’s a guide on how you can build your brand to stick out from the crowd.

By Tiffany Guarnaccia, CEO and founder of Kite Hill PR

Getting noticed in the press as a record label or new player in the music industry isn’t easy. The common belief is that it is all about networking and while that’s an important part – it’s just that –  a part in a bigger picture. Earned media and building brand awareness can play a critical role in a new player’s success. So what are the absolute essentials you need to know when trying to get in front of the media? 

• Have a clear vision of who you are and what your story is – Even if it’s day one and you are just starting out, you have a story to tell. You have a platform you are looking to own. Put down on paper what makes you unique and how you want to define your personal brand and stay true to that message. 

• Use the P.E.S.O. model – Trying to figure out where to begin when it comes to PR can feel overwhelming. The P.E.S.O. model can act as a guide as it breaks all elements of PR into pieces.
  • P = Paid media, when a brand pays to have their message spread (sponsored content, paid ads, etc.) 
  • E = Earned media which is content that is secured through pitching efforts and spreads a brand’s message organically (pitched interviews, reviews, feature articles)
  • S =  Social which are your social channels where a brand can post photos or messages spreading awareness
  • O = Owned which are channels that are dependent on the brand to control, such as a blog or website. 

This is a tried and true framework to help you identify channels to distribute your key messages.

• Be thoughtful in your outreach – You have to read the news in order to be in the news. If you have an amazing story to tell – you want to be telling that story to the right reporters. Do your homework before you start pitching. When you find a journalist you think might be interested in your news, read a few of their pieces to 1) confirm they’d be relevant and interested and 2)  personalize your pitch. A news hook is great but if you can’t make the why connection – why the reporter, the publication and their audience should care about the story you’re pitching – you’re not going to strike the right chord. 

• Build a relationship with reporters – Going hand in hand with being thoughtful in your outreach is building relationships with reporters. Don’t only reach out when you have news to share. Reach out to provide feedback on recent articles.  Build rapport. Then offer yourself to them as a resource. Reporters are humans too and it’s important to remember that and to connect with them on another level than consistently cold pitching them your news. 

Breaking through the noise of the music industry as an emerging player can be difficult. It boils down to raising brand awareness and that starts with securing earned media coverage. To achieve that, you need to first know the story you’re going to tell and how you want it to be told. From there, identify who you want to tell that story and be thoughtful in your approach to them – do your research and build a relationship. 

If you follow these steps, you’ll find yourself getting in front of the right people at the right time. 

Kite Hill PR is an agile Tech PR and B2B Communications Agency that works with leading companies in the B2B tech, media, entertainment, and advertising industries.