How to Jumpstart a Media Campaign that will likely Fail. (No offense.)

1. You send someone of influence a friend request on Facebook.

2. They accept.

60 seconds later…

3a. You invite them to like your artist page.

or

3b. You pitch them your new recording via Face Book Messenger. It’s 6 – 8 paragraphs long with one or more links, in the mini messenger drop down, making it actually look like it’s 8 – 10 paragraphs long.

No offense – but, good luck with that.

It’s a bad way to make a first impression.

At the very least, wait a few days before you follow up. Or better yet, don’t follow up until you develop a relationship over time. (There’s a way to do that.)

Marketing guru Seth Godin recommends this approach.

“It's simple: don't send email to ANYONE unless it's anticipated, personal and relevant in their eyes, not yours. You earn that privilege; you don't take it.”

I followed up and asked him, “What about a platform that has people of similar interests – you’re a composer – she/he is a composer; you’re a violinist: he/she is a violinist, then what?

“It's so tricky, and the mores keep changing. Basically, I try not to write something unless someone would miss it if I didn't.” https://seths.blog/

Will they miss it if you don’t send it, or if you don’t write it?

That is a tough call, but it’s your call to make.

It’s worth remembering that many artists hire someone to manage their social media. So, chances are that whatever you send, invite or pitch, will not ever be seen.

What’s a better way to make a first impression?

Let’s say you want to connect with the media to pitch coverage of a new CD or upcoming concert. You want broadcasters to play your new CD on the air.

There are a number of ways to stand out and stand apart. Here’s one suggestion from Anne Midgette, former Music Critic with the Washington Post.

“Know my work, know what I’m likely to write about, and call or write me directly. If you send me a press release about everything every one of your clients does, I am less likely to read any of them, because I know you’re blanketing the zone.”

The same could be said for broadcasters: what is the music focus of their radio station?

Do they have specialty shows for specific genres — vocal music, 21st century music or organ music? Many stations play very little organ music or vocal music. Most stations post their playlists, so you can see exactly what they do play.

There are a number of other ways to connect with members of the media.  Please feel free to write me if you would like to talk it over.

davidmsrebnik@gmail.com

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Two more considerations:

How would you design your “create-awareness” campaign if you knew that your recipient might receive 50 – 100 requests or pitches in a week?

Do your research, write briefly and to the point and hold off on making your pitch until some kind of connection has been made. (We can talk about how to build those relationships if you’re interested.)

And again, as Seth Godin says,

“It's simple: don't send email to ANYONE unless it's anticipated, personal and relevant in their eyes, not yours. You earn that privilege; you don't take it…try not to write something unless someone would miss it if you didn’t.