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How
to Write a
Music-Related
Press Release
by Christopher Knab - Fourfront
Media & Music - Updated April 2010
Back to The Academy
Everywhere we turn in the music business, the impact on digital
marketing, promotion, sales, performances and publicity is changing the
way artists and bands, as well as record labels are carrying out there
business.
What is strange to me is that with all the website
work one has to update, and blogs to keep up on and text messaging and
emails etc. etc. one thing remains true; the elements of what
must be turned into digital items have their roots in the 'analog'
world, especially when it comes to writing up a press release.
Today
the traditional press kit still has its place. So, knowing how to write
(and/or post) a professional press release can help you get the word
out about what's going on with your music career.
Here is a guideline for writing a professional press release:
When
to Write a Press Release:
- Concert/Shows
and/or Tour information
- Record,
Publishing, Merchandising
Deal Announcements
- Band
Personnel Changes/Additions
- CD,
Digital Single and/or Video Release
Information
- Any Social Networking or Internet activities
- Announcements about anything you (the artist) or your label are doing.
What
The Print and Broadcast Media
Need:
- News
or announcements related
to their target audience
- Deadlines
met for calendars and event
listings
- Event
or information in proximity
to their coverage area
Layout
and Essential Information:
- Double
space all content
- The
phrase "For Immediate
Release" centered near
top 1/3 of the page
- Date
press release is sent out
- Contact
information: the person media
can call for more information
with phone number and fax
number
- Printed
on company or artist/band
stationary with full address
info (or if it is digital and for an Electronic Press Kit -EPK- ready to upload)
- 1
to 1 1/2 pages long (unless
for major event or project)
- End
with the marks ### centered
at end of the body
The
Press Release Structure:
The
Slug Line (Headline)
- Short, but attention-getting
headline phrase
- A hint of the purpose or
topic to be presented
The
Lead Paragraph
- Should
include the 5 W's and the
H (if needed): Who, What,
Where, When, Why, and How
- Summation
of the basic topic/information
- Begin
with the most important
part of the information
- Who
is in the beginning sentence,
followed by Where and When
- Why,
What and How follow in
the next few sentences
- No
unnecessary details should
be included in the lead
paragraph
The
Body
- Elaboration
on the theme or purpose
of the press release
- One
thought, one paragraph.
Cohesive, single ideas in
each paragraph
- Write
information in descending
order of importance
- Keep
information factual. Opinions
only in quotes with proper
credit
- Use
simple sentences (Subject
- Object -Verb) and avoid
too much hype
- Ending
option: Recap essential
information from first paragraph
- Proofread
several times for spelling,
and/or grammatical errors
It will take you some practice to get all this down, but once you do-create a 'template' for future Press Releases!
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Christopher Knab is an independent music business consultant based in Seattle, Washington. He
is available for private consultations on promoting and marketing independent music, and can be reached by email at: chris@chrisknab.net
Chris Knab's new book, 'Music Is Your Business'
is available NOW from the Music Biz Academy bookstore.
Visit the FourFront Media and
Music website for more information on the business of music from
Christopher Knab.
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