You or your band has just released a new album, and you’ve hired me to be your publicist.  Hey, that’s a good combination in my book!  Many of you that I have talked to, whether we’ve gone on to work together or not, know that I always think it’s a good idea to tour in support of a new release, even if it’s for a few weekend jaunts over the course of two to three months. 

The obvious reasons for touring are that you’re most likely going to make new fans and sell more music.  You’ll also probably meet other like-minded artists to network with and form alliances with in an industry where you need alliances.  But the reason I want to talk about here is that of the PR standpoint.  If I’m working a national campaign for you, and you’re not touring, we’re limited to pitching review (and possibly interview) coverage in print and online magazines.  But if you tour, we can pitch multiple contacts in each market: daily newspapers, weeklies, monthlies, student publications, college radio interviews, and morning TV appearances.  There are usually online versions of daily newspapers, or city-specific online events guides, as well. 

Can we pitch these sources without a tour?  Yes, but I’d say the chances of garnering coverage in that instance are close to zero.  Even in an artists’ hometown, there generally needs to be a CD release party to give that artist the best chance for coverage.  As for touring markets, the reason the media will only cover you if you come to town is simple—they have an obligation to their readers to give them the most comprehensive and appealing entertainment options.  If you’ve got a great new album, and you’re coming to town, chances are good they will write about you and maybe ask to interview you for a feature story.  Or they may review your album and list your show information at the bottom.  Or write a “critic’s pick,” or run a photo in their calendar.  And here’s the best part.  With almost every publication having an online version, most any coverage like this is something anyone in the world can see or something that will come up in a Google search. 

So I guess what I’m saying is, touring in support of your new release can open up PR opportunities, and open them up exponentially.  Sure, you can gain exposure many ways in today’s digital world, but touring has too many benefits to ignore if you are able to hit the road.  And as I write this in January 2009, gas prices make touring attractive right now as well.  So what are you waiting for?  Book that tour!  And thanks for reading....
 

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