According to Henderson, "Public relations is the perception bridge between yourselves, an organisation and your public through credible third parties. It is broken down into internal communications - internal within your own organisations, your own band - and external communications, and then we use pro-active and re-active means to get the message across."
The communications programme is broken up into objectives, with the starting blocks being a biography, and an image - what you look like and who you are. "The process," says Henderson, "begins with a perception audit when we put together a campaign, so once you know who you are we can start putting together a perception audit."
Henderson suggests online surveys and creating user groups in order to find out what people know about you. From the results relevant messaging can be compiled - whether to take it up a notch, take it down, or where to move it. "Then you've got to convey those messages internally then externally and then you've got to show what you're doing…and plan for the future."
A perception audit is necessary to know what the media and the public's saying about bands and musicians. Henderson describes a music artist's image as a blank page on which you can write whatever you want.
Press releases/diary snippets - Submit details of gigs to radio station websites and long lead magazines well in advance. "If you can't get it conveyed in the title and the first two lines don't bother, particularly in online," says Henderson. Key information must be provided in the first paragraph when writing for online publications.
Media desktops - Find and select 10 - 20 key media across the country and ensure the copy is clever and quirky. "It must be something that's going to sit on their desk and remind them of you," says Henderson.
Tactical events - Invite the media to gigs and ensure someone from the band is available to host them and answer any questions they have. Building relationships is key in the industry.
Photocalls - Set something up and make sure there is some sort of branding behind you.
Strategic partnerships and sponsorships - Due to the current recession sponsorships are drying up. Budgets have been tightened so innovative tactics must be used. "You must display value to your sponsor, but as it is with contracts don't sign your rights or your life away - make sure your brand and your band is aligned to the brands you're going to target," advises Henderson.
Profiling and speaker opportunities - Explore other avenues apart from music media. "Write down what your likes and dislikes are and interests are and go and find out what media is out there. Look at magazine titles and see where you can put yourself into. Form a relationship with the features writers rather than the editor," says Henderson.
Roundtable discussions and workshops
Social media and PR - Henderson believes that online should be integrated into the entire communications mix and not necessarily stand alone. Online is however one of the most cost effective forms of communication.
Brand advocates - Brand advocates are the fan base, "the viral telling of who you are - give them a good experience, and they'll go tell everyone," says Henderson. Building a fan base is key.
Newsletters - "If you've got a website, make sure you're capturing the data, but remember the ICT laws, make sure you give them an opt in or opt out. This is very important because of spamming," says Henderson. A newsletter must be kept up-to-date and "content is king," says Henderson, "Let them know where you're going to be playing, how far in advance, let them know what's happening in your life, make it as personal as you want, but make it engaging."
Competitions and surveys - Give away CDs, tickets to gigs, signed t-shirts etc. "But make it special," says Henderson, "be creative and clever with what you're doing."
Product placement - This, advises Henderson, can be used often. There are various pages in magazines to insert what's hot and what's coming up for artists.
Henderson advises that if something dreadful should happen and it becomes a crisis one should call the PR team first and be honest as the PR team formulates the messaging and will know what to convey when.
PR however does not drive sales, maintains Henderson, it creates profiles and drives awareness building credibility and reputation. "Journalists are overworked and underpaid so get your message right. You're not paying for advertising space so you can't dictate the terms, so despite the fact that you may put together the most brilliant release, it may not be conveyed in the same format that you submitted it," says Henderson.
"Is it measureable, yes. You can measure perception."
Music Exchange is South Africa's first independent music conference put together by Martin Myers, industry publicist, and Peter Lacey, MD of Musketeer Records. For more information on the conference visit www.musicexchange.co.za.
Kaz Henderson is the managing director of Total Media. She is an entrepreneurial trend forecaster with over 20 years of experience in the PR/marketing industries.
