Building and maintaining good healthy relationships with press and media people is the beating heart of a solid publicity campaign. With such high volumes of music and pitches made regularly it can be a challenge to maintain open connectivity with even the best of contacts. The good news is because of the innovation of digital communication tools we now have the means to create real relationships with people that can help expose our music to wider audiences.

What’s interesting to me is the term ‘influencer’. 

People working in the press and media sector are seen as influences and that attracts a lot of attention from many people vying for their attention. But what if you could become an influencer? With the right positioning, with the right product, with the best possible tactics and with a good dose of humanity; you can go beyond the stereotypical publicity approach. As an influencer your personal brand is a potent image you put forward for everyone to see; it’s what you stand for, the values you and your music hold; and should be seen as the core as to why you’re reaching out to try to establish real relationships with press and media folk. Align this with being viewed as a reasonable, nice yet persuasive person that always brings value is a real help when it comes to building relationships. 

Let’s face it; we are in the age of expression and it is becoming more and more apparent that people connect better with other people than they do with faceless companies and organisations, so the more you can work on your authenticity and core message, the better the chances that you will attract attention.

Another key to establishing a successful relationship is to look more at community aspects and take a real interest in the person that you’re trying to connect with. Paying interest to others lives by finding common interests and hobbies can help accelerate great relationships and ultimately friendships. Connect in real life. Help people out, by being a kind person who is reliable and not pushy will help you get to the top of the priority pile.

Here are a few ways that you can do this.

Build trust. When trying to connect with press and media people for the first time the last thing you want to do is be pushy and unclear. We need to remember that the press and media are overwhelmed with music pitches every day. This is where having a great story and being prepared will be in your favour. You need to build trust between you and your potential new press and media contacts. Show that you understand their environment and the challenges that they face in their day-to-day work. If you are offering them something that is unique or slightly different it could be of interest to them and their audience. Having a trustworthy relationship goes a long way, especially if you have something of real value to offer.

Credibility is key. If you’ve got a great reputation and other people speak well of you  then you’re more likely to get a reaction. The music industry is a lot smaller than we think it is and that people talk all the time; News good and bad can spread quickly. Acting unprofessionally is a big no-no, we’re not living in the 1980’s. Be credible and courteous at all times.

If you are able to demonstrate that you are easy to get on with people and can deliver a great PR campaign with no fuss, then this will encourage more people to want to work with you; especially if your music is GREAT!

As much as technology continues to be innovative; Great manners and politeness will never go out of fashion. Remember there are boundaries even if we can’t see them. 

The more you can humanise your relationships and look at these instances as you would conversations with your family and friends and take real interest and care in the people you’d like to form a real relationship with, the better your chances when it comes to pitching your music for feature consideration.

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This post was published on 8th September 2020 and filed in these categories; Blog.


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