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You spend hours looking for opportunities…

Digging up email addresses with Hunter

And submitting your music to countless blogs, magazines, podcasts, radio stations, YouTube channels and more. All this for a little bit of PR.

It’s TON of work. But the typical result is that for every 100 or so emails, you get a 3% response rate, and out of those who respond, only a third end up featuring you on their blog or show.

I Have Good News & Bad News…

The good news is your focus on PR is not misplaced. Getting PR is an important work, and it can do wonders for your career if you know how to utilize it well.

The bad news is if you’re only focused on the getting, you’re only reaping 20% of the benefit. Meaning this – if you don’t know how to leverage the PR you’re getting, you are almost certainly wasting time and effort, and leaving a lot of opportunity on the table.

If you don’t know how to leverage the PR you’re getting, you are almost certainly wasting time and effort, and leaving a lot of opportunity on the table. Click To Tweet

The 80/20 of PR

The Pareto Principle states that 80% of your results come from 20% of your effort.

In PR, getting PR is the 80% of effort that leads to 20% of the results.

Now, I know what you’re thinking:

“But just getting the PR I got was so hard, and it took me so much time, and I only got a few responses, and I can’t imagine putting any more time or effort into it.”

Which is exactly why can’t stop at getting the PR. You don’t want to waste what you’ve worked so hard to earn.

And the reality is this:

Outreach can be boiled down to a simple, repeatable process. It’s the same thing over and over with maybe a little customization. Customer Relationship Management (CRM) software lets you do this quickly and easily. You can basically automate it and put it on autopilot.

So, no need to whine about outreach. You’re going to figure that out.

Think of it this way…

Now that you’ve done the hard work of outreach, you’re only going to get better at it. And when you get better at something, it becomes more fun. Investing in the right tools to do your job more efficiently is the logical next step in that equation.

Okay, so Where does the 80% of Results Come From?

80% of the results come from promoting the PR you get.

Sure, you might get some traffic and attention from being on an Instagram Live, giving an interview on a podcast, or doing a YouTube collaboration…

But the long-tail value of such activity often goes unrecognized, underestimated and underutilized by artists. And generally, it doesn’t predispose them towards any contacts they’ve made either.

Sad, but true.

Hot tip – if you’re dedicated to the getting of PR, commit to the promoting of it too.

Hot tip – if you’re dedicated to the getting of PR, commit to the promoting of it too. Click To Tweet

What Should I do to Promote My PR?

There are three basic things every artist should do, at minimum. Here’s what I recommend:

  • Gather quotes. Did the blogger, influencer, or host say something nice about you? Great. Turn it into a written (text) quote and proudly display it on your website (you can put this below your bio, but you should also have an entire page dedicated to quotes and fill it up). Audio or video testimonials can also be powerful, so if you have the time and resources, extract those from the content too. And, by the way, a great quote can be utilized to boost your status for close to an eternity!
  • Link to sources. Okay, so if you’re trying to get PR, it’s clear that you’re not self-sufficient. So, what makes you think the people covering you are self-sufficient? They are doing it because it benefits them in some way, too. So, link to all pieces of content mentioning you – articles, podcasts, videos, or otherwise. Again, you can have an entire page dedicated to this, and in the long run, it only benefits you.
  • Promote the content. Tweet it out. Share it in Facebook groups. Mention it in your vlogs. Email it to your fans. Take every opportunity to promote the content you were a part of. Do this consistently and frequently. This will buy you a lot of goodwill towards the people who take time out of their busy schedules to collaborate with you. The music business is a relationship business. So, start winning friends and influencing people!

Final Thoughts

Remember – doing the above isn’t just good for the people you work with. It’s ultimately good for you.

Quotes add to your legitimacy and credibility. A portfolio of properly cited PR does the same, and it earns goodwill with the people you work with. Promoting the content does all the above, and helps you get in front of more prospects, listeners, fans, and buyers.

Again, most artists are not doing this. So, you’re going to stick out like a sore thumb if you do. But it’s ultimately up to you.

Would you like me to write a book or put together a course on PR? Then send $25 to my PayPal right away. I’m not joking. If this is something you’re interested in, I want to know, and I want to begin work on it right away. BUT I’m not going to make it if there’s no interest. So, vote with your wallet now. Let me know that you want this resource.

David Andrew Wiebe

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