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Do you waste money on music publicity? Look over Joan Stewart's eight biggest PR money-wasters (featured below) and see if you commit any of her publicity sins. Joan knows about PR do's and don'ts. She's earned a solid reputation as "The Publicity Hound." So check it out.

In the last issue I shared several of the thought-provoking responses I received related to my discussion of "American Idol." If you'd like to read through all of the responses uncensored, you're welcome to download a 20-page Microsoft Word file filled with them from The Buzz Factor's Premium Content section.

To access it and several other exclusive, subscriber-only goodies, go here:
http://www.bob-baker.com/buzz/zine/pc.html

In the aforementioned file, I didn't include each writer's e-mail address but did include a web site if he or she used one in a signature file. If you don't know, a sig file is a short blurb at the end of an e-mail that can include your name, web address, a brief description of who you are and what you do, and other quick bits of info.

I was really surprised by how many of the people who responded didn't use sig files. Not only that, many didn't even include their names, much less a web address, etc. Keep in mind, I asked for subscribers' opinions and made it clear that I may use their quotes in a future issue. Here was an opportunity to get exposure to my 8,000-plus subscribers -- yet many didn't bother to include contact info, a band name and description or much else.

My advice: Always use an e-mail sig file, for starters. And always keep self-promotion in mind whenever you communicate with the world. Think before you hit the Send button.

Also, try to view everything you do through the eyes of someone who has no clue who you are. That way, you'll make certain your name and identity are clear, and that people will know how to reach you if they want to.

Now get out there and promote yourself!

-Bob

P.S. If you ever want to update your e-mail address or the e-mail format (HTML, Text, etc.) in which you receive the e-zine, just click the Update Profile link at the end of any issue. You'll be taken to a web page where you can change those details.

Join the Guerrilla Music Revolution

The buzz over the Guerrilla Music Marketing Handbook continues to grow. More and more people are purchasing the book every month. I'm thrilled and amazed that this resource, which I've been publishing and updated since 1996, has helped so many music people.

"When you're ready for a Master Class on self-promotion, grab Bob Baker's 'Guerrilla Music Marketing Handbook.' There's a reason this has gone to multiple editions!"
-Joe Taylor Jr., author of "Grow Your Band's Audience"

"Since applying some of your techniques, we've tripled our number of gigs and more than doubled our merchandise sales. We love the 'Guerrilla Music Marketing Handbook'!"
-George Frazier, Lawrence, KS

Find out what all the buzz is about at
www.bob-baker.com/buzz/music_marketing.htm.

Buzz-Building Tip of the Week

EIGHT WAYS TO WASTE YOUR PR MONEY

by Joan Stewart

Here are my choices for the top eight ways PR people waste money and irk the media:

1. They send a standard 8 x 11 news release in a 10 x 13 envelope, complete with a cardboard insert so the news release won't bend. (I received one of these last week.)

2. They send a standard news release by FedEx or overnight mail, even if they don't know whether the media outlet is likely to use it.

3. They send unsolicited media kits. The worst kit is the one packed with so much stuff that a busy reporter can't bear the thought of opening it. So guess where it ends up?

4. They send news releases in hard-to-open packages like cardboard tubes or cutesy containers that cost a fortune. When I worked as a newspaper editor, someone paid FedEx to deliver a balloon bouquet to my office, with a note instructing me to pop the yellow balloon. I hate popping balloons but I obeyed orders. The news release that was folded up and inserted into the balloon flew across my office. I picked it up and threw it and the broken balloon into the wastebasket. What a waste of money. They could have sent the same release for the cost of a first-class stamp.

5. They put a handful of glitter or confetti inside a media invitation to a glitzy charity event, then put the invitation inside a box and wrap the box with expensive paper and a big bow. When the person on the other end opens the invitation, the mess spills into their lap. This isn't clever. It's annoying.

6. They fax news releases with cover sheets, which waste paper.

7. Every few months, they spend hours calling hundreds of media outlets to update contact information such as addresses and phone numbers. Yet they never ask the most important question: "How can we help you?"

8. They send unsolicited copies of a new book or product, along with a news release, but never explain where to buy it. At least half of the review copies of books that are mailed to me -- some by major publishing houses -- fail to include this information.

Based on the stuff that hits my mailbox and fax machine, the big PR agencies seem to be the worst offenders, and I'll bet they pass these costs along to their clients.

Reprinted from "The Publicity Hound's Tips of the Week," a free e-zine featuring tips, tricks and tools for generating free publicity. Subscribe at www.PublicityHound.com and receive free by autoresponder the handy list "89 Reasons to Send a News Release."

Cool Music Stuff You Need

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The 29 Most Important Elements in Creating Sizzling Music Publicity Materials

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