Your music promotion campaign will be dead in the water with bad press contacts. Don’t count on building a list as you go; it will only slow you down, and as we’ll discuss in a moment, timing is everything.
If you don’t have a press database, put one together before you go any further. Although you can purchase databases from some PR companies, you can easily build your own with an afternoon on Google and your cell phone.
Take a spreadsheet and fill it with the name of the publications, stations, etc. that you’re targeting, the main contact there, contact information, and special info, like how they prefer promos, publishing dates, and so on.
If you already have a press database, update it now. Make sure you still have all the right names, email addresses, phone numbers, and other info. Having a solid press database saves you time and money, since you don’t waste promos (if you’re sending physical copies), postage and sent box space on bad contacts.
Another bonus of pre-building your press database? Doing so forces you to decide who you’re going to target during your campaign, which means your campaign will be easier to manage.
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