10 tips for sending a press release

There are few situations that cause as much frustration as facing a blank page. Even more so if that page is important to give visibility to a project that you have dedicated time, effort and passion to. We know that sending a press release is one of the challenges that every artist faces at some point in their career. To make sure that its development is as smooth as possible and that it’s successful, we have put together these 10 tips.


1.It has to be carefully written

You probably think this is obvious, and the truth is that it is, but we think it’s worth pointing it out. The text of a press release is the presentation of both the specific project it covers and the artist who has created it.

When we talk about careful writing, we mean paying special attention to spelling but also to grammar. Having no misspellings is just as important as having a strong content structure. Our recommendation is that before you start writing, you write out  a draft in which you make the main ideas clear.


Bonus tip

The vast majority of digital media uses WordPress and the SEO plugin. This means that if you follow a few small rules, your project will most likely be positioned very well in the google search engine.

Use sentences of no more than 25 words and paragraphs that do not exceed 150. Select a keyword and use it several times throughout the text; it is essential that it appears in the first paragraph. And if the text is very long, include several titles.


2. Include media

​​Until now we have talked about the importance of the text but you cannot leave aside the media aspect. When a media outlet publishes your news they will need a high quality image of either the project or you as an artist.

If they have this material at hand within the press release itself, the chances of your news being published are multiplied. If you also offer a variety: different images, videos, listening links, etc., you will not only offer a more professional image but you will almost ensure it being published.


Bonus tip

To avoid your press release weighing too much down the quality of the images but include download links in HD. You can even link a folder where all the content is  available.


3. Links

Sending a press release is a unique opportunity to make yourself known among the media and professionals in the music industry. So why not make the most of it? Include links to all your social networks, as well as to other relevant pages such as your artist profile on different platforms.


4. Contact information

And of course, don’t forget to include an email address where they can contact you. You never know what questions your press release may generate, or more interestingly, what proposals. Do not let these escape because they cannot contact you.


5. Balanced design

Text, images, videos, links, contact information… You are going to use many different content blocks so you need to pay special attention to the design. On one hand, it has to represent your brand or your project: colors, fonts, etc.

And on the other, it has to be easily readable and understandable by anyone who comes across your press release. Finding the balance between the two will be the key to your success.


6. Databases

Having a perfect press release is of little use to you if you don’t have a database to send it to. There are no tricks here.

It’s time to work and spend hours. Dive into the internet, make a list of all the media that may be interested in your news and get their email addresses. The newsroom emails can help you but the particular ones of each journalist are better. Find out who has published news similar to yours and try to get their contact.


7. Adaptations

After your media research you may come across different types. Some that are more focused on music and others on trends, some that are generic and others that are radio. Separate them according to their area and adapt your press release to each one, focusing on what interests them the most.


8. Emailing date

If you want to make sure they pay attention to your press release, avoid sending it on a Monday or Friday. Don’t do it either early or late in the day. The idea is that your email is not lost among many others.

Nor that it falls into oblivion because the newsrooms are thinking of going home or starting the weekend. And of course, send it when it’s new, always, absolutely always, before the project’s launch. If you are worried about leaks, remember that you can use the embargo tool.


9. No capital letters

Do not include capital letters in the subject of your email. It is very common for email platforms to interpret them as SPAM. And you know what happens with the SPAM folder, nobody pays attention to it.


10. Clipping

Once you have sent your press release, it’s  time to follow up to prepare a clipping. Use search engines and social media to find posts about your story. How? Very simple, using the keywords that you have made sure to include in the text.

In addition, you can make use of the tools that record who has opened the emails. This way, if you think it is necessary to make a personalized follow up, you can contact professionals who you already know are interested in your project.

Pic ©manoftaste.de