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This is the 5th column in the series. My goal is to assist independent artists in understanding how the media works and how best to work with the media to achieve the desired result: coverage! Please let me know if this information is helpful and if there is anything in particular you would like me to cover.
Contact artists you know and admire and ask for their referrals.
Contact local clubs and radio personnel for referrals, especially if seeking a more localized PR person.
If looking for more nationally-oriented PR assistance, contact record labels and again, artists, you admire for their suggestions. This can include their websites too, as the PR agents may be listed there.
Read industry and music magazinesboth local and national.
Make notes of artists who seem to get a good deal of coverage. There is probably a good publicist behind the story. Seek out this artist, their label, websites, etc, to track down the PR person.
Once you track down the publicists, contact them directly to ask to exchange packages and information in hopes of possibly working together.
Discuss timeline of your project and everything that goes with ittouring, special concerts, partnerships, etc, that can provide solid media angles.
Discuss your media historywho has covered you, how, etcand your goals with new project.
Discuss your ideal PR targets and results. (Ex) Time Magazine cover -just kidding!
Discuss fees and negotiate if able for best compromise to serve both sides. This may involve re-negotiating the agreed-upon work load too.