|  So
you finally put a bunch of dates together and are going
to do a small tour. I realize it was hard work putting the
shows together but your job is hardly done. The same processes
that apply to booking gigs also apply to doing your own
publicity. You need to compile the press contact information,
send them out your own performance information and then
have a consistent, professional follow-up procedure.
Presumably, most of the shows on your tour are in markets
that you have never been to before and in places where no
one has ever heard of you. Well that certainly sounds like
a good time but you'd better have a good publicity plan.
And while some may think it romantic to play a few of your
gigs to nobody but the bar staff, most clubs will never
take another chance on you unless you have worked hard to
publicize your show. That means every show equally as hard,
the Monday night in Osh Kosh as much as the Saturday night
in Gotham.
Every venue should have their own official media list,
(and if they don't you should compile one for them and they
will forever be indebted to you). The list should be full
of the specific contacts that the talent buyer has relationships
with. These are also the people most likely to be interested
about your particular event.
You will need the media list for every venue you are playing
on your tour and the organization to send out a formal release
to each of them. You will need to create a separate release
document for each gig and for each media contact in the
market. Your release should be brief and to the point, three
to four paragraphs at most. Local newspapers and radio stations
are pummeled with information everyday; they do not have
the time to read more than a few paragraphs.
Don't forget your vital event information. At a minimum
you should include: Location Name, Location Address, Location
Phone, Location Website, Event Date, Event Time, Age Limit,
Ticket Price, Other Bands On the Bill and any Notes you
want to include. Releases should be sent a maximum of 6-8
weeks before your event. Every media contact will have a
deadline for you to submit your event information. Some
contacts will require a fax be sent and others will prefer
email, be sure to send your information via the proper method
or you risk it getting lost in the shuffle.
Wait a few days or a week before starting to follow up.
The same rules regarding Persistent vs. Pest, apply here
(See Summer
2003.) Get to right the point when you call: you are
following up on the release that you sent and seeking possible
coverage or interviews. Have your information ready and
be prepared to sell yourself. |
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