The panel included MSO PR's Alexandra Greenberg, Catherine Martin of Ticketmaster, Crissa Requate with Mason Jar Media, Opry Entertainment Group's Lisaann Dupont & Patrick Confrey with PCPR.
The job of a publicist could be a thankless activity. Promoting an artist's endeavors takes quite a lot of elbow grease and it's a 24/7 job that entails quite a lot of transferring items, however, if completed appropriately, it's an important component to constructing a profession and packing in an viewers at a band's upcoming present or pageant slot.
During the State of PR: How the Evolving Role of Communications Is Driving Change in 2018 panel on the Billboard Live Music Summit on the Montage in Beverly Hills on Wednesday (Nov. 14), a bunch of public relations vets mentioned their ever-changing discipline and present methods they're implementing to assist their shoppers get away. Katie Atkinson, Billboard's deputy editor, digital, moderated the dialogue, which featured Alexandra Greenberg, senior VP, MSO PR Los Angeles; Catherine Martin, senior VP communications, Ticketmaster; Crissa Requate, founder/CEO, Mason Jar Media; Lisaann Dupont, director of communications, Opry Entertainment Group; and Patrick Confrey, founder, PCPR.
The common consensus was that, total, one facet is vital: constructing and forming relationships with members of the media. "That's one factor that isn't ever going to alter," Confrey mentioned. "That is the factor that cuts by the muddle and will get your telephone name answered and your e mail answered. You have these relationships, individuals are rooting for you and you might be profitable."
Requate added that it's essential to do your analysis on a journalist and tailor a pitch to a selected author and provide you with a singular story angle that shall be of curiosity to their publication. "Help to form the angle so journalists and editors can cowl a pageant in a singular manner and assist a pageant or an occasion stand out," she mentioned, citing the next for instance: "What is it particularly a few pageant that helps you stand out? Is it a particularly area of interest and all scales of rock music present? A luxurious pageant?" she mentioned, noting that publicists are essential in serving to a pageant discover its id.
Beyond forming relationships with writers, the dialog largely centered on the significance of constructing outside-the-box campaigns. Martin identified that embracing rising developments, such because the growth in recognition of podcasts, is a good way to perform this. "You're in a position to deal with a subject in a a lot deeper manner with a podcast. People can pause it, come again to it. There are so many alternatives for comms individuals on the market due to podcasts," she mentioned.
Greenberg agreed, including that when 311 was asserting an upcoming tour with The Offspring, she took full benefit of this platform. "I had booked the fellows on Adam Carolla's podcast, which is among the largest podcasts in leisure. Management on the similar time was speaking to Funny or Die about doing a video with them. They had been tying in Super Troopers, and subsequent factor you recognize, they had been taking my publicity motion with Adam Carolla and integrating the man's interview into the Super Troopers Funny or Die video. It was cool how the synergies got here collectively," she mentioned.
Per Greenberg, in at the moment's world, all the things is "so dialed in now with names and types," and thus, attaching these to your shoppers is vital. "As a publicist, that's a part of our job now too: to maintain on prime of what the developments are and tips on how to combine that into what we're doing with our occasions or stay exhibits."
She added that one other approach to reap the benefits of this new social-media-savvy world is to make the most of celebrities as a way of selling your band. "We must look out to if celebrities wish to come to our occasions, the place do you seat them? Do you get them to fulfill the artist? There is a photograph taken, there's a social media put up. The artist has 5 million Instagram followers, they're tagging your venue, they're tagging your occasion. It's all relative and it's a must to assume consistently about tips on how to join the dots on a regular basis," she mentioned.
Greenberg confused the significance of embracing altering expertise. She famous that whereas up to now, when doing PR for an occasion like Coachella, her group would have success with getting journalists to fly from out of city to take a look at the present. But at the moment, individuals aren't touring as a result of prices and the truth that an act acting at an out-of-town pageant will doubtless have a present within the author's hometown within the close to future. So that's when it's a must to get artistic. "With the stay streaming, I can watch one thing like Lollapalooza and I don't have to go away my sofa and it sounds and appears unbelievable. I believe encouraging the writers to take a seat and watch these performances is vital," she mentioned. She famous that it wouldn't be a foul concept to snail-mail a author a package deal of popcorn and a "please watch this pageant" care package deal as a contemporary request for protection.
Greenberg additionally joked that she didn't assume it was unfathomable for publicists to be sending holograms of their artists to the media sooner or later, to which Dupont added, "Well, I did host a digital press tour!"
And whereas diving into new-age mediums are definitely getting outcomes, Requate mentioned to not underestimate the ability of tried-and-true platforms like radio, calling it an space she works in consistently. "I believe there may be nonetheless a big inhabitants of people who hearken to terrestrial radio and when you work with an occasion or you will have a band that goes and does an in-studio, you will have devoted listeners and new followers that may be turned onto your model," she mentioned.
"So the way forward for PR is radio?" Atkinson requested. "Don't quote me on that," Requate laughed.