New perspective on the media
Since we started looking at our bands as businesses back in one of the first Musician’s Notebook posts, we have to remember that every business has a public relations department. This means some part of your paradigm for building and promoting your band has to come from a point of view that puts the emphasis on relationships.
Many musicians and bands see the media as an indefeasible enemy to attack and hound. But the smart ones see it is an ally; the media might not know about you yet, but this perspective will help you. In public relations speak, the media is another public. No longer is it just your audience you need to manage relations with, but the media just the same - or more importantly. Never forget your audience, but leveraging well-developed media relationships will take you far.
The other common perspective is perhaps more dangerous, as it leaves no room for a challenge; the concept of the media being an impersonal entity. The fact is, the media is comprised of human beings, people like you and me, people with tastes, interests, strengths and weaknesses. You are not out to build relationships with robots. You’re out to build them with people, and every part of your approach needs to bear this in mind.
You can change your perspective, or, on the other hand, you can keep seeing the media as an impersonal entity or an indefeasible enemy, and you’ll never get anywhere with them.
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