The first step is to evaluate whether or not your news is worthy of a press release. Creating a new press release for every concert or tour date is excessive. You need to pare that down to a single announcement of your tour then figure out who would be interested in this news. Remember that a press release is a tool but it should not be misused or you will find that many outlets will stop running them. When deciding whether or not you should write a press release ask yourself is this news item something that my fans would like to know or is this something of which a broader group should be aware. You will need to look at targeting the market that is affected by your tour. One idea is to send a press release to those media outlets that operate and distribute in the geographical markets where you’ll be touring. Another approach would be to focus on only those media outlets that cover your genre of music. As with any advertising, be selective and know your audience.
How do I write a Release?Take a professional approach by writing about the band in third person as if a reporter was writing an article on the band. If it’s a story about the band going on tour, you might start the article with the some of the details of the tour. Include the facts of the tour (who, what, when, where) but keep the article short as you don’t want overwhelm readers with every detail on each venue. Provide your contact information or the address (URL) of a web page where you list all your tour information.
Put a little time and thought into your headline. The headline is what is in newsletters and newsfeeds so try to create an interest in your article. Choose your words carefully to excite interest while remembering that this is a professional communication and stay away from shock or schlock statements.
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