Reaching Out to a Music PR Professional: A Guide
Reaching out to a Music PR professional may feel stressful; questions like where do you begin, what can you expect, and what costs are involved can be overwhelming. But as with everything in life, it just involves taking that step forward and putting yourself out there. Remember, this is a vital move to get your music recognised. The knowledge that you’re one step closer to getting your music in front of a larger audience is, to be honest, one of the most exciting parts about having a PR specialist on board to assist you in this journey and step in your career. Here is everything you need to know, including an outline of the expenses and what the partnership ought to include.
Why Bands Seek PR Support (and How to Approach It)
At this time of year, I often hear from bands seeking PR support for their albums, singles, EPs, and events planned throughout the year. Many artists, however, aren’t sure how to frame their queries or what to expect from a PR partnership.
Here’s my advice: never be afraid to talk about money. Be clear about your budget, and ask what reporting systems the PR professional uses throughout the campaign. Acknowledge the return on your financial investment. Those who meet me are aware that I don’t put up with any nonsense. Being open and honest is something we take great pride in at Good Seed PR & Marketing. Too many people in the music industry take the money and either don’t deliver or fail to update their clients. Transparency and accountability are key.
For instance, I once worked with an artist who came to us after spending thousands with another PR agency that didn’t send a single update. They were disheartened and wary, but after an honest conversation about their goals and budget, we were able to rebuild trust and create a campaign that resulted in playlist placements and national press coverage. That’s what a good PR partner should do.
Costs Involved in Music PR
The cost of hiring a Music PR professional depends on their experience, location, and the scope of the campaign. Here’s a general breakdown:
Single Release Campaigns
Cost Range: €900–€2,500 (for well-established PR professionals, this may be lower for lesser-known PR’s who are starting out in the field).
What You Get: Pitching your single to press outlets, blogs, and playlists, securing interviews and reviews.
Album/EP Campaigns
Cost Range: €2,500–€10,000+ (depending on the territory, the duration and platforms covered)
What You Get: A more extensive campaign involving months of planning, press coverage, playlist pitching, media interviews, and event promotion (e.g., album launches).
Ongoing PR Representation
Cost Range: €1,500–€5,000 per month. It is also worth noting that some PR agencies and companies also cater for annual retainers that can be cost efficient and these can range from €700 per month upwards. Always ask how you can get the most from your budget.
What You Get: Dedicated PR services for a sustained period. This is ideal for independent artists building/developing long-term visibility.
DIY Budget
If hiring a PR professional isn’t feasible, you can take a DIY approach using services like SubmitHub, Groover, or Playlist Push. These platforms charge per submission and are suitable for emerging artists on a lower budget.
What You Can Expect from Music PR
Your career can be elevated and boosted by hiring a public relations specialist, but it’s crucial to control expectations, be alert, realistic, and use critical thinking to determine what you can and cannot anticipate. What you may and cannot anticipate is as follows:
What to anticipate:
Enhanced Visibility: Your song will be sent to influential websites, blogs, and playlists that fit your genre.
Getting feature articles, reviews, and interviews in print and online media is known as media coverage.
Expert Advice: Help with branding, messaging, and putting your music in a competitive market.
Industry Connections: Access to networks of journalists, radio programmers, and influencers.
What You Shouldn’t Expect:
Instant Fame: PR is about building momentum over time, not overnight success.
Guaranteed Features: No PR professional can promise placements in top-tier outlets; success depends on your music’s quality and market trends.
Massive Sales or Streams: PR increases awareness, but converting that into streams and sales depends on your music and audience.
I once had a client who thought PR was a magic bullet and expected overnight chart-topping success. After an open discussion, we re-aligned expectations and focused on building their visibility over time. I once had another client who outright contested the injustice that he wasn’t famous after 1 month and posted about a journalist being an ‘arsehole’ for giving his album a bad review. Try not to be that guy. He ended up alienating himself from four different PR agencies and nobody in the media wanted to go near him or his music. When you come with clear, realistic goals and a patient mindset, you can expect steady growth in your fanbase and some incredible reviews in key publications. If you get a bad review along the way, don’t take it personal. You will never please everyone.
Tips for Approaching a Music PR
Be Transparent About Your Budget
PR professionals appreciate honesty. Share your budget upfront to determine whether their services align with your needs.
Prepare to Invest in Assets
High-quality visuals (photos, videos, album artwork) and an updated EPK are essential. These often require additional investment beyond PR fees.
Have Clear Goals
Are you aiming for playlist placements, media features, or fanbase growth? Define your goals so the PR can tailor their approach.
Ask for a Proposal
Before committing, request a campaign proposal outlining deliverables, timelines, and expected outcomes.
Measure Success Realistically
Success in PR is often measured by visibility, reach, and brand growth—not immediate revenue.
So here we are at the end of this article. My closing advice to you:
Hiring a Music PR professional is an investment in your artistry. While it involves upfront costs, the exposure and opportunities created can be invaluable in advancing your career. At Good Seed PR & Marketing, we believe in working collaboratively to amplify your music and help you reach your goals. Be prepared, realistic, and open to collaboration. With the right approach, you’ll find a PR partner who shares your vision and helps bring it to life.
While you are here, you may want to check out my book ‘Mastering Music PR’, which is now available on Amazon via e-book on Kindle or paperback.
