What happens when you’ve spent so much time preparing for the release of a new album that you have every idea of what to do pre-launch while having absolutely NO idea what to do post-launch?
Believe it or not, this is something I see a lot. And yes, it’s a blessing that you should have the good fortune of getting press you weren’t expecting or gaining traction that you couldn’t predict—and you should celebrate!
But it can also be easy to become kind of complacent in it. To appreciate the press sure but, not really know how to properly share or promote it without sounding like you’re bragging, or how to really keep the momentum going after you’ve had a couple releases.
Not knowing how to make the most of the press coverage you do receive can mean not only losing opportunities in the moment, but burning bridges for future ones too—and I don’t want that for you!
So whether this is your first press run or your 20th, we’ve put together five ways to make the most of press, and be sure you’re setting yourself up for future opportunities to come.
Always say thank you
Common sense right? But you wouldn’t believe how many artists I’ve seen miss this one. The bottom line is you always have to say thank you. Even if you’re working with a publicist who is handling all the outreach and coordinating every piece of coverage, you should still be reaching out with a personal thank you to the blog, podcast, or whoever featured you. It doesn’t have to be terribly long or drawn out—just a quick “hey- thanks so much for featuring us, we really appreciate it and had a great time doing this interview!” will be enough to put a smile on their face.
Trust me, this one goes an extremely long way.
Share, share, share!
When you get coverage, you have to share it! Not only does it make you look good to your followers, (they love to see you succeed!) but a huge part of why an outlet will feature you is to gain access to your audience, so if you’re not then sharing (and tagging the outlet!) it’s kind of a slap in the face.
And don’t worry about seeming like you’re bragging—no one thinks that. Believe me, we all feel that imposter syndrome creep up sometimes but the truth is that no one is judging you. I mean sure, if you write “Oh look, ANOTHER feature about me—honestly this is so commonplace now I can’t even keep track. *yawn*” then yes, your fans might start to hate you. But you’re not going to do that because you’re not a jerk. You’re going to share the coverage and say something like “So grateful to *blog* for giving us our first interview!” or “Wow, look at this incredible review *blog* gave *song*! We are so humbled!”
Just be real and you’ll be fine.
Re-purpose old content
Don’t forget that this isn’t a one and done thing. You can repurpose content many times over, especially if you’re looking for a way to keep your album momentum alive well after it’s been released a few months.
This can be as simple as just re-sharing with a small excerpt from the review and tagging the outlet and saying “thanks,” or it can have some personality like “Remember that time Ronny was asked his favorite food and he said Vegemite. Who says that?!” Just factor your own brand and personality in and you’ll be fine.
Follow up with new coverage
One of the best parts of building new press relationships through some of the methods we’ve been talking about is that they’ll be more likely to feature you again. This means the next time you have a release, you can go back to them, thank them for taking an interest in the past, and ask if they’re interested in checking out your new material. It’s all about those relationships.
Offer your help
Whenever you can, offer your help to those around you. This is honestly just a good rule of thumb, but when you can help out a press outlet in any way, it’s not bad karma.
Now, what this might look like varies—it could be that they’re struggling to get interviews and you happen to know a great band that would love to get one. It could be that they’re really wanting to get their social media count up, so you share a piece they did for you, tag them, and tell your fans how awesome they are and how you’ve found some of your favorite bands through their outlet. The thought, and the action, goes a long way.
No matter what press you secure, always focus on staying humble, showing gratitude, and taking action to create new and lasting relationships and opportunities. You might be surprised how impactful it can be.
Angela Mastrogiacomo is the founder and CEO of Muddy Paw PR. She loves baked goods, a good book, and hanging with her dog Sawyer.