Essential Ingredients for a Successful Music PR Campaign

This blog was contributed by Lydia Reed, founder of LPR Agency, an independent music PR agency offering personalised, online campaigns for artists at all stages of their careers. Lydia has spent over a decade working across the UK and US music industries, and has a clear vision for LPR Agency; to offer a more personal, transparent, and artist-focused approach to music PR. Today, the agency works internationally with artists from around the world, delivering tailored campaigns rooted in real understanding and long-term thinking.

The Do’s and Don’ts of Preparing for PR

One of the biggest misconceptions about music PR is that great music alone is enough to carry a campaign. Of course, the music is absolutely the foundation and it always comes first. But in reality, a successful PR campaign is built on storytelling. Journalists, bloggers and tastemakers are not just sharing songs, they are sharing people, journeys, ideas and moments. Without a story to work with, even the strongest track can struggle to stand out against the nearly 100,000 songs that are released every single day.

This is why preparation matters and you shouldn’t rush into a PR campaign. A good publicist isn’t just there to send emails and chase coverage. They are there to help build a narrative around your entire project and present it in a way that makes people want to listen and learn more. In order for them to do that properly you will need to provide them with more than just a SoundCloud link. Take your time in delivering all of your information and assets to them.

What will a music publicist need from me?

Your publicist will want to get to know you as a person, not just as an artist. That means understanding where you are from, how you got into music, what this project represents for you and the story behind either the single, EP or album you are releasing. They will help craft the story, but you have to give them the information to work with. Do not be afraid to open up. Even if there are parts of your story that you do not want shared publicly, telling your publicist can still be incredibly valuable. It helps them understand the bigger picture, the emotional context and the meaning behind the music, which almost always leads to a stronger and more authentic press release.

Press photos are another essential asset. Media outlets love visuals and by having strong imagery to accompany the music, this will make a huge difference to how your campaign is received. For each release, you should have a handful of high resolution press photos that are new and unused. They should reflect the mood, the message and the aesthetic of the music, as when everything feels cohesive and intentional, this ultimately helps the music land more powerfully.

Music videos are not compulsory for a PR campaign, however having some form of visual content to support a release can be extremely helpful. Whether it’s in the form of a full video, a visualiser, a lyric video or even short-form video content for social media, these can all provide press and new audiences with something additional to engage with.

As well as your music, story and photos, your online presence matters too. Whilst having a large following can certainly help, it is not required for a successful campaign. What is more important is making sure your social media profiles are up to date and look active and reflective of who you are as an artist right now.

With strong music, a clear story, cohesive visuals and a solid online presence, your publicist can now build a campaign that feels compelling, credible and worth paying attention to. That preparation is what allows a PR campaign to reach its full potential, so if you feel like you are lacking in any of those areas before a campaign, then don’t rush into it. Take your time, Rome wasn’t built in a day!

Common Misconceptions of Working with a Music Publicist & How to Navigate Them

A lot of artists assume that once they hire a publicist, their job is basically done. In reality, that mindset is one of the biggest things that holds campaigns back. PR works best when it is treated as a partnership. Your publicist’s role is to pitch your music, shape your story and secure coverage. Your role is to show up, engage and help bring that coverage to life.

Once you’ve provided your publicist with everything they need for the campaign, they should now be getting your music in front of writers, editors, curators and tastemakers. But no matter how strong the features, reviews or interviews are, a campaign loses a huge amount of its impact if you do nothing with the press you receive. If you are not sharing the coverage, thanking the publications and writers who took the time to support you, and engaging with the people amplifying your work, then this press can often fall short of its potential.

This is your moment to start building real relationships. Writers remember the artists who acknowledge them. Editors notice when their coverage is shared and credited properly. A simple thank you goes a long way. Following a writer on social media, replying to their post, or sending a short message to say you appreciated the piece can genuinely make a difference. These are the kinds of small interactions that lead to future support, repeat coverage and people taking a deeper interest in your journey.

The same applies to interview opportunities, whether they are email Q&As, Zoom interviews or podcasts. Take your time with your answers. Be thoughtful and show interest and gratitude. Treat every interview like it matters, because it does. You never know who might read, watch or listen to that interview in 6 months or 2 years time. Every piece of press contributes to how you are perceived and remembered.

PR works best when both sides are doing their part. The most successful campaigns are when a publicist is pushing hard behind the scenes, while the artist is simultaneously engaging with the results, sharing the love and building relationships.

Planning Ahead for Long-Term Momentum of your Music PR Campaign

A one-month PR campaign can absolutely deliver results. It’s a fantastic way to amplify the release you’ve already poured so much time and energy into. In fact, I encourage every artist to plan PR into their release strategy at some point. But the key is to understand that PR isn’t a one-and-done magic trick. While a single campaign can create a great buzz and some solid press looks, momentum builds over time. Think of each campaign as a building block. If budgets don’t allow you to run PR for every single release, that’s completely fine. What matters is choosing the key releases, either those with a strong story or potential impact, and planning ahead.

Also, campaigns don’t need to run back-to-back. Many artists take breaks between campaigns, building momentum across months or even years. The important thing is to talk with your publicist and map out a long-term plan that works for you. When you have that strategy, the results of each campaign, whether it’s a single month or more, become part of a larger picture.

A well-run PR campaign adds to your artist portfolio. Over time, coverage snowballs and being featured in notable publications adds to your credibility, allowing more listeners to discover you, and each campaign making the next one stronger. Not only does this help with future press, but it also supports booking gigs, festivals, and catching the eye of labels or managers.

So don’t feel pressured to run PR for every single release. Realistically, not every track needs a campaign. But do plan ahead, choose your strongest moments, and remember that long-term momentum is where real growth happens.

When Is the Right Time to Start PR?
The best time to start PR is when you’ve got the essentials in place, including everything we’ve discussed above; from your music, story, press assets, and active socials. You don’t need a big fanbase or to be established. Every artist starts somewhere. If you believe in your song and want to push it forward, that’s the time to reach out to a PR agency of your choice.

A good publicist will also guide you on whether it’s the right track or timing. Ultimately, PR can start at any stage, as long as you’re prepared, you’re ready.

If you’re at that stage where you’re ready to explore PR or want guidance on your next steps, feel free to reach out to us at LPR Agency, we’re always happy to chat!