You don’t have to be Pavarotti or Placido to get publicity. All you need is a little organization, some creativity, and a healthy serving of hard work. With just a little bit of effort, you can create your own image—and have others market that image from coast to coast. First, a few basics.
Get to Know Your Audience
As a classical singer, you already know what it takes to win over an audience. Some of the techniques you use on stage will translate well in the public relations arena. As a performer, you know how to capture an audience member’s interest. The same holds true for a news-media professional. You must learn to entice an editor or reporter to chronicle your work.
Read through the major magazine and news publications that cover the classical music world. Get a feel for the articles. Do the writers seem more interested in on-stage performance or off-stage activities? What kinds of human interest stories do they cover? Are they interested in well-known legends or rising stars? Do they prefer a straight interview or a feature story format? Can you frame your story in such a way that it will spark their interest? The answers to these questions are likely to determine your level of success.
Interview a few reporters or editors over the phone. What are they interested in talking about? What’s their focus? Are they interested in “hard news” or “soft-news features”? Will they welcome outside submissions, which might allow you the opportunity to craft your own story? Can you offer them a fresh perspective on an old idea?
Once you’ve done your research, draw up a list of news organizations, along with the names, phone numbers, street addresses, and e-mail addresses of key editors and reporters. Use this list when issuing news releases or sending out feature articles. In most cases, you will have to call the news organizations yourself to get the relevant information. But the time you devote to this process will be well worth the effort.
Develop a Publicity Portfolio
Next, develop a standard press kit to distribute to members of the media. You can use a standard, colored paper folder to hold your materials. Your press kit should include a biography, written in feature story style. The bio should mention your singing credits, your schooling, and any unusual information about your background you would like to include, such as that your parents were also classical singers or that you and a well-known opera singer share the same music teacher. You should also include a professional black-and-white, camera-ready picture of yourself that can be used in news articles.
In addition, include photocopies of favorable reviews you have received from classical music critics. These should highlight your strengths and describe your own distinctive musical style. You can also include copies of publications that have photographs of your previous performances.
This publicity portfolio can also be distributed to managers, opera companies, and anyone else that you feel should know about your work. Think of it as a kind of letter of introduction, informing the recipient of your most recent accomplishments.
Develop Your News Angle
In journalism, feature stories generally begin with a certain point of view or “news angle.” Journalists are constantly searching for ways to liven up standard stories. You want to provide the writer with something memorable, something that will attract and hold his or her interest. You want to control the agenda, or what the reporter writes about. You don’t want the reporter to catch you off-guard.
The best way to control the agenda is to pitch a story with an angle that’s hard to resist. Say you’re the first female singer to perform with the local symphony—or the last singer to grace the stage of a theatre that’s facing a wrecking ball. Your one-of-a-kind story might be perfect for the features section of the city newspaper. Journalists love to deal with superlatives—the first, the final, the best, the youngest, the oldest, the best-educated, the most likely to succeed. Anything that sets you apart from other musical performers can earn you a mention in a news publication.
Crafting Your Message
Once you have developed your theme, you need to craft a news release. The standard format calls for a headline at the top, followed by the words “For immediate release” in the upper left-hand corner. At the upper right-hand corner, include a contact name and phone number. If you are handling your own publicity, then include your own name and number. You might also want to include an e-mail address for quick reference.
The body of the news release should consist of the story you are trying to sell to your audience. Short, declarative sentences and brief paragraphs are best. Avoid using the passive tense (“was hired,” “was chosen,” etc.). Use active verbs instead (“he hired,” “she chose”). Do not stray from your central message—keep the copy brief and to-the-point. A standard news release should run no more than two pages, double-spaced.
To “jazz up” your news release, include relevant quotes from opinion-makers, such as opera company managers, music reviewers, etc. The quotations help to break up the copy, making it easier and more interesting to read. As with the rest of the news release, the quotes should be short and easy-to-follow.
Preparing for Your Interview
Once you send out your news release, you should prepare to be interviewed. Type up a list of likely questions and practice answering them in front of a mirror. Pay attention to your body language. Do you appear relaxed and comfortable? Or do you appear stiff and unfriendly? Remember, during an in-person interview, most of the message you convey is visual. Dress is important. Business attire is best. Do not wear any jewelry that will distract from your message. Maintain an appearance that is simple, yet elegant. You will be far more effective in communicating your message if you dress the part.
Pay attention to your tone and your phrasing. It might be helpful to practice using a tape recorder or video cassette player. This way, you can see and hear how you’re likely to be perceived. You do not want to appear strident or cocky. Instead, you should strive to be confident and persuasive.
Getting Publicity for Your Concerts
Let’s say you would like to promote an upcoming concert. Prepare a publicity strategy to get the job done. This is likely to include calling, faxing and e-mailing arts editors and feature writers, radio program directors and television feature reporters. One week prior to the performance, call the reporters you have not yet heard from. Offer them an interview and a concert preview.
Keep a record of all stories written about you, both print and broadcast. The newspaper and magazine articles can be added to your publicity portfolio. If you are doing a benefit concert, TV and radio stations may even want to do a promo advertising the event. Never turn down an opportunity for free publicity.
With just a little bit of ingenuity, you can generate positive publicity for yourself and your talent. The exposure is likely to elevate your stature in the classical music world and give you the confidence you need to advance in your career.
