Sup folks,

One of THEE BEST publicists in the gospel industry is celebrating 15 years in the game this year, so first off, join me in congratulating the one and only Jojo Pada of Ignition PR on 15 years in an area of the entertainment industry (not just gospel) that’s often misunderstood. Jojo isn’t only an outstanding professional, but she really has a heart for gospel music and there are some things she’s willing to share with you regarding what “Publicity.”

So me and my friends at Gospelpundit.com and Gospelflava.com have come together in what I believe is the first EXCLUSIVE online gospel “triple header” with “Confessions Of A Gospel Publicist!” I’m glad to bring you part 3. But first check out parts 1 and 2!

Click here to go to GospelFlava.com for Part 1

Click here to go Gospelpundit.com for Part 2

Finally, in Part 3, Jojo has some advice on things to know if you think you need a publicist or perhaps are looking to hire one. I think this applies to new and veteran artists. (Some of these vets STILL don’t get it. Just being honest.)

*mic toss to Jojo*

5 helpful hints if you’re seeking a publicist:

1. Understand what your expectations are for Publicity. For example, if you are a brand new artist, have realistic expectations for a PR campaign.  Know that more likely than not, I am probably NOT going to be able to book you on The Today Show (even the weekend edition) right off the bat.  I know, I know “you music is next level stuff and no one in gospel is doing it like you are …” I get it, but still manage your expectations with the reality of what the mainstream media world looks like. 

2. Understand what your real publicity needs are.  Artists, authors, actors, whomever – all have different PR needs at different stages in their career.  If you are just breaking in then your publicity needs are more about making that FIRST IMPRESSION count.  Assuming, you plan on dropping more than one CD – then it’s very important for you to have a good initial publicity plan that accurately articulates your brand as musician, singer, and minister.  Focus your publicity campaign around telling people who you are and what you want them to know.  Start off as realistic as possible – and don’t create unnecessary hype off the bat – like using the sentence: ‘this is your best work to date’ in a press release is hyperbole because it’s your only work to date. Having a trusted, honest and realistic publicist on your side starting out is KEY to a great first impression in the media.

3. Publicity people are NOT miracle workers.  Don’t hate your publicist because your record sales were lack luster or if you received bad reviews.  We can control the story only so much.  PR people’s value lies in their relationships with the media. I have literally had to call people to ask them either to NOT review a CD (in order to prevent a poor review on a new artist) or had people kill a media story.  But the press always has the right to do what they want to do … and it is not your publicist’s fault if you get unfavorable press.

4. Don’t despise your humble beginnings – if this is your first time hiring a publicist don’t hem and haw about the kind of bookings you’re getting – or not getting.  Just because you’ve seen that publicist get bigger stories for other artists doesn’t mean you’ll get the same thing. Every artist and every PR campaign is different. Build your press kit & clippings and watch how each story gets you 100 more stories in the future.

5. Understand that PR is ONE piece of the pie.   Anything successful does not live or die on publicity alone.  You need a team to be really successful – especially if you’re in music.  For example, someone just emailed me saying they needed to have a publicist before they can lock in their distribution.  WRONG.  (I know all my independent PR brothers and sisters are probably going to shoot me after I say this) But artists need everything before they need publicity.   It’s like the inside of a clock – every part or cog has important role in order for things to work.  If there’s no distribution and I get all the blogs, web sites and traditional media outlets to review the album and yet no one can find it – what’s the point? I can’t really generate good publicity if there is no radio or video airplay. It is one thing for me to say ‘seriously people LOVE this song’ and another for media writers to really feel it for themselves.   Publicity does not happen in a vacuum.

*grabs mic*

And there you have it! I don’t know if there’s even anything else for me to to say!

Til tomorrow, I’m out!

Torrence

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