[This article was written by Janelle Rogers and it originally appeared on the Sonicbids Blog.]
When I built my first press list, I put every small town paper on there, including journalists who covered genres we would never consider promoting. Since then, I’ve created press lists with 500 media contacts and ones with as few as 50. One thing I’ve learned is that your results with a small, highly targeted, and individualized list are just as great as one that has every media contact under the sun. I’ve never believed in the “throw it at the wall and see if it sticks” approach. It’s an inconsiderate use of time for everyone involved: the journalist, publicist, and band members. Today at Green Light Go Publicity, we ask ourselves these four questions before adding a new outlet to our press list.
1. Does the outlet currently cover bands at the level of the artist we represent?
This is the first question we ask before adding someone to a press list. Bands often want magazines like Rolling Stone on their list, but there aren’t any current coverage opportunities for an emerging band. Huge publications’ focus is on the big-name artists, so to place the outlet on an up-and-coming band’s list would simply erode trust with the media outlet and the artist we represent, who’s left with an expectation that can’t be delivered. Read more »