Hiring a music publicist isn't the same as waving a magic wand and boom! you're famous. Your music is the ultimate tool, along with touring and activity. Those are tools with which your publicist gets his or her work done. But if the music isn't good, or if there's no ancillary activity, no amount of publicist cheerleading is going to make a monster difference or move the needle. Or you could have awesome music, but if you don't promote it properly, then it will not find its audience. There are lots of moving parts that have to work in concert. Here are seven problems a music publicist won't solve for your band, unfortunately.
Publicists will find you media champions and supporters. They'll get your name out there in all forms of media and help it become more widely recognized, which leads to fans. But again, the most important thing is the music. If it's terrible, no amount of "rah rah rah!" will turn heads.
That's putting the cart before the horse. I have had tons of bands contact me saying they were told to get a publicist and then everything else will follow. Nope, sorry. That's just not how it works. You need a manager running the whole show first; publicity is part of that show, which is overseen by a manager.
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Press coverage is hopefully the endgame, sure, but everything else has to fall in line, like good touring, a good work ethic, and a good buzz. Publicists ensure that the media at least opens an email or listens to a pitch about your band, but they cannot guarantee the media will love you or cover you. They will do the heavy lifting and use their relationships to get you in front of the media. As a writer, I have had good publicists push garbage and drek. And no matter how much I love them or their tenacity, if the music is shit, it's shit.
Your draw isn't really our problem. We get the media writing about, attending, or covering your shows. We don't deal with the fans. The fans get their information from the media.
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Publicists generate buzz, that's for sure. They will talk to as many members of the media as they can to get your name familiar and repeated in publications, online, and more. But they will not be able to direct the buzz being good or bad. If the media ain't feeling it, publicists can only resort to finding a positive spin. It's not their job to put out the flames if the music isn't strong enough to stand on its own.
My PR pals and I always joke about this. A publicist is always the person to blame when something goes wrong. I've seen it happen. But you know what? The publicist is always the first line of defense. You can't lay the blame at his or her door if the media doesn't react, if you're not touring, etc.
You have to have an album come out, a tour, content, ideas, and a constant flow of activity. Without those tools, a publicist doesn't have much to work with in terms of getting media attention.
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Remember, nothing about music PR is instant. Pitching, following up, and executing a press plan takes time, tenacity, and effort. There is no instant snapping of fingers. All hands have to be on deck, including your own. Publicists lead the charge, but they do so with the entire team grinding its gears. That starts and ends with you as an artist.
Amy Sciarretto has 20 years of print and online bylines, from Kerrang to Spin.com to Revolver to Bustle, covering music, beauty, and fashion. After 12 years doing radio and publicity at Roadrunner Records, she now fronts Atom Splitter PR, her own boutique PR firm, which has over 30 clients. She also is active in animal charity and rescue.