A press release is your chance to tell your story to the world. It’s the bridge between your music and the people who can help amplify it, from journalists to bloggers to fans waiting for something exciting to share. Think of it as a snapshot of your passion, crafted to grab attention and spark curiosity. When done right, it becomes a cornerstone of your promotional strategy, helping your music reach the people who need to hear it. Ready to make yours unforgettable? Let’s go!
1. Start Strong with a Killer Hook
Your headline is the gateway to your story, and it needs to be as compelling as your best song’s opening riff. A strong headline grabs attention and makes the reader want to dive into the details. Follow it with an opening sentence that delivers the key info: What’s happening, why it matters, and why people should care. The why is the most important part. This is your first chance to make an impression—so make it count. The goal? Hook them in 10 words or less.
2. Get to the Point Quickly
Journalists and editors don’t have time to wade through fluff—they need the “who, what, when, where, and why” upfront. Start your press release with a succinct summary of what’s new: Are you releasing a groundbreaking album? Announcing a tour? Celebrate a key milestone? Lay out the most important facts in the first paragraph. Save the storytelling and background for later, once you’ve got their attention.
3. Add a Quote That Pops
A good quote adds personality and depth to your press release. Whether it’s from you, a bandmate, or a collaborator, it should give a sense of excitement, purpose, or inspiration. Don’t settle for generic lines like “We’re so excited to release this song.” Instead, dig deeper: What does this release mean to you? How does it reflect your journey or your vision? Quotes are a chance to speak directly to the audience, so make it memorable.
4. Highlight What’s Unique
Ask yourself: Why should someone care about this release over the hundreds of others they’ll see today? Maybe it’s a collaboration with a dream artist, an innovative new sound, or a meaningful personal milestone. Be specific about what sets you apart. Journalists are always on the lookout for unique angles, so make it easy for them to spot what makes your story newsworthy.
5. Make It Look Professional
Even the most compelling story can fall flat if it’s poorly presented. Format your press release with clear headings, short paragraphs, and plenty of white space to make it easy to read. Include all the essentials: Your contact info, links to your website and social media, and where people can find your music. If you’re emailing it, make sure your subject line is concise and attention-grabbing—it’s the first thing they’ll see!
6. Speak to the Right People
The best press release in the world won’t matter if it’s sent to the wrong audience. Research outlets and journalists who cover your genre or have shown interest in artists like you. Tailor your pitch to each recipient, referencing their past coverage or interests to show you’ve done your homework. A well-targeted press release is far more effective than a mass email blast.
7. Add Visuals for Impact
A picture is worth a thousand words, and in today’s visual world, multimedia can be a game-changer. Include links to high-quality photos, album art, or music videos to make your story more appealing. Visuals aren’t just eye-catching—they’re essential for journalists who may need ready-to-use assets for their stories. And don’t forget to label your files clearly with your name and the project title.
8. Keep SEO in Mind
If your press release will live online, think like a search engine. What keywords might your audience or the media use to find your music? Incorporate those terms naturally into your headline and body text. This not only helps journalists find your release but also ensures fans can discover it when they’re searching for new music or news about you.
9. Proofread Like a Pro
Nothing undermines a great press release like a typo or grammatical error. Before you hit send, read it out loud to catch awkward phrasing or mistakes. Then read it again. Better yet, have a trusted friend or colleague review it with fresh eyes. A polished press release not only looks professional but also shows you care about the details—just like you do with your music.
10. Follow Up, Don’t Give Up
Sending the press release is just the first step. Journalists get hundreds of emails daily, so a polite, well-timed follow-up can make all the difference. Wait a few days before reaching out, and keep your follow-up brief: Mention the press release, express your enthusiasm, and offer any additional materials they might need. Be persistent but respectful—relationships take time to build.
11. OK, There’s 11.
A great press release is more than just a way to share news—it’s a tool to build relationships, spark interest, and invite the world to be part of your life and release. If you’re still looking for help, or have any questions, or looking for more information, email me, I’ll be happy to chat – Eric@ThatEricAlper.com and talk soon!
