How to write a press release on your own
If you want to promote yourself as an artist or an upcoming release to the press, but you don’t have the budget yet to hire a music publicist, you’ll need to write your own music press release.
In this article, we've put together a few tips for you on what you should keep in mind to write a press release that brings you attention.
What is a press release?
A press release is a short, newsworthy statement sent to the media to showcase your new release or yourself as an artist. It generates buzz for you.
In the music industry, press releases are a common way to generate 'free' publicity for an artist. That's why writing a good press release is a valuable skill.
Keep it short and simple
As trite as it may sound: Keep your press release short and simple. Music journalists receive tons of emails and press releases per day. They only have a limited amount of time to skim the information.
So, your message should be as quickly and as clearly as possible. The first sentences are decisive.
Nail down what your music or band is about. Be to the point and cut out any information that's unnecessary or doesn't add value to the story.
Tip:
If you see that any details or info don't fit in, but you want to communicate it, you can always publish it later in a separate release. This helps you establish a regular publishing schedule and also reach different audiences with different information.
Form and writing go hand in hand
It's a fine art to write a press release. That's why it's not only important what is written but also how it is written.
Press releases are written in the format of an inverted pyramid. This means that the most important information (who, what, when, where, and how) is placed at the top, followed by all the other smaller details.
That helps get the message across quickly!
Here are some good tips to keep in mind.
The right length of a press release
The average editor spends only a few seconds reading a press release before deciding whether to move on with it or not.
Follow these few tips to make your press release short and to the point:
Focus on answering the basic questions: who, what, when, where, why, and how?
Make sure you have answers to these questions before you begin writing.
Format these answers into short, easy-to-read paragraphs.
Don't include every single detail. You want to tease the journalist and grab their attention, so they'll get in touch with you for more details, an interview, review, feature, etc.
The length varies depending on the story. I’d recommend one page or less (about 500 words or less).
The right title
Your title should grab the attention of the journalist. Focus your hook on the key points and unique selling points that offer real benefits to the reader.
And don't make your title sound like a cheap slogan or ad copy.
Keep it short and simple, and be clear. Don't mislead with titles or promises you can't keep. And avoid writing in a promotional or artificial manner.
Pics, please
Part of a good press release is the photo. Right under the title, you can add a high-quality photo. Make sure to also provide the credits.
Below that part you can include the links to your new release, video, or tickets.
The first paragraph - The pitch
Your first paragraph gets the main point across. Here you can elaborate on what’s said in the title and get more into the specifics.
The second paragraph - More info
Your second paragraph gives more detail about you, your release, or whatever you want to promote. Show why they should consider featuring your music.
The third paragraph - Your artist bio
Here you can add your artist bio to provide more info about you and give an overview of your music, style, etc.
The final paragraph - Quotes
In the final paragraph, you can add quotes about you from music outlets or journalists to showcase what others are saying about you.
You can also include a quote from yourself about your music, your new release, or whatever your press release tries to promote.
Last but not least…
All your press releases should include the contact details of the relevant contact person, your website, social media links, and a press kit.
Don’t forget to proofread
Even writers and editors aren't perfect. Therefore, correcting the written text is almost more important than the writing itself.
When your text is ready, leave it for a while, and then make the corrections. Think of what can be deleted, or what needs to be included.
It makes sense to have the text corrected by someone outside the band.
If you happen to know someone who is experienced in PR or in the music industry, even better. You can also reach out to me and I’ll be happy to help.
Two more tips
Stand out from the crowd
Your music is unique. As a musician you want to express your emotions through music. But sometimes it might be hard to carry your personality out into the world.
Create a unique image. Think about who you are as an artist, what's your mission, and where you want to go. You don't need a full-scale marketing strategy, but you should be clear about your artist brand.
Your artistic and stylistic presentation should be coherent. And it should be recognisably different from others.
In addition to this, all your visuals, your web presence, and your photos should align with your artist brand.
Show why your story is relevant and why journalists should consider publishing it.
Stay true to yourself
Public relations can be successful. Authenticity is the crucial point. And creativity doesn't stop at the rehearsal room door.
You want to present yourself in the best possible way. The better you can present yourself and your musical project, the better. Don't underestimate the power of language, expression, and appearance.
A positive aura earns you a lot of plus points. But if it seems contrived, a professional in the music industry will immediately recognise it.
If you need help with writing or editing your press release or someone who can give advice, reach out to me, I’m happy to support you.
