Don't want to do interviews? Suck it up. (Image via popmatters.com)
There are certain things that developing bands should never even think about uttering to a publicist. When you're a developing act, you need to listen to the people who have the experience and the contacts to help create a buzz and a profile for your band. End. Of. Story.
So, if you're in the enviable position where you can afford a publicist or are afforded a PR rep via your label or management, please don't say any of these things. You don't want to sound like you aren't serious or like you're a chump who is wasting precious time.
1. "I'm too busy to do that interview"
Um, no, you're not too busy to do anything a publicist asks you to do. You can hang out with your girlfriend later. You can back away from the video game console and get to work doing your interviews. Those are of critical importance to building your profile. Black Ops can wait.
2. "Make the media like us"
I've dissected why this is a problematic expectation and request in prior posts, but it bears repeating. The publicist cannot make the media like you. There are a variety of factors that go into getting the press to cover you or your band. Expecting a publicist to make someone with their own opinion and taste like you? That's not only unrealistic, but it's not the PR person's job, either. It's their job to get your name and music in front of the media's eyes and ears and to build the spin from there.
[7 Problems You Think Hiring a Music Publicist Will Fix, But Won't]
3. "When am I going to start getting magazine covers?"
Slow your roll! Magazine covers are earned and deserved; they're an endgame, not a starting point. They aren't something that happens because a publicist snaps his or her fingers. You'll get a cover when it's gettable. And "gettable" is a variable.
4. "I don't want to do email interviews"
You may not want to do email interviews, but you are going to do email interviews. Suck it up, and do them. An interview is an interview is an interview. It's a media hit. Do it with a smile and say "thank you."
5. "I only want to do interviews at such-and-such a time"
Unless you're unable to do interviews because of a familial commitment or a day job, your schedule should be clear of any fun nonessential stuff in favor of doing interviews whenever they're scheduled.
[8 Things Musicians Should Never, Ever Say During Interviews]
6. "I'm on a press blackout"
Um, who decided this? If you don't have a monster press kit and the media vying to talk to you, you're not in a position to try and create this sort of mystique just yet. You aren't going on a press blackout. Your PR team and your manager will let you know when you're going on a press blackout.
Having a publicist is a great thing, but let them work their magic and do their thing with little interference or bellyaching. And for God's sake, please don't utter any of this nonsense to your publicist.
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.
