Since the beginning of my high school career I have fallen in love with the local music scene. Lucky for me, coming from Connecticut and attending school in Boston has kept what I know as “local” pretty much intact. My passion for going to shows and helping bands has turned into everything I hope to do in a career. Immersing myself in this local music scene has me leaning towards pursuing music PR, which includes the promotion of new album releases, tours, and other music related news, to the media.
In the beginning of November, I attended Aerosmith’s free concert in Allston. As I stood among a crowd of Boston’s finest fans, I thought of how much I yearned to be a part of something like this. Looking back at the event now, it was an amazing PR feat, considering the goals, preparation, and actual event. It’s interesting to think how everything comes together.
The band wanted to perform in front of the apartment where they lived many years ago: 1325 Commonwealth Ave., Boston, MA. Their goal was to promote the release of their new album – Music From Another Dimension! – as well as encourage people to vote in the 2012 Presidential Election, both of which were the next day.
Aerosmith began planning this event about three years ago, and I am only able to imagine the extent of this planning. Their team had to close down Boston’s public transportation, arrange Boston’s signature Duck Boats to ride in on, and organize police and security with the city of Boston. Aerosmith teamed up with local radio station 100.7 WZLX to promote the event, and invited special guests including Tom Brady and Jerod Mayo of the New England Patriots.
Watching the event unfold was simply amazing. With seemingly effortless PR and very little coverage, Boston showed up to support “the Bad Boys from Boston.” The event seemed to come out of nowhere, largely publicized only on Twitter and other social media platforms. The news spread like wildfire, and an estimated 100,000 attendees showed on almost nonexistent notice—a true feat for PR. I was in awe. I hope to one day successfully blend a career of music PR and special event planning and make more magical moments like that happen for others.
People often say that timing is everything. If you really think about it, a lot of jokes wouldn’t be funny had the comedian not paused for applause; many movies would not have hit home quite as hard had the actor rushed through his lines; and could the team have won the game had the goalie just turned around 2 seconds earlier? Timing is such a simple thing, yet such a crucial aspect to the success of so many – and public relations campaign are not exempt from this list.
So how can you avoid bad timing in PR?
- Staying on top of current events is one of the most important aspects to ensure the successful launch of a PR campaign. Being in the know about what is going on around you will help to ensure that your timing in launching your product, brand, etc. will be most successful and beneficiary to the client.
- Be aware of current trends and keep your ears open for other product or brand launches that may affect how yours is received by the public. If you know that another launch is happening that could threaten yours, you will have the ability to make the necessary changes and still have your campaign go off with a bang.
- Submit your press releases in ample time. There has been some talk as to the best time to submit a press release to the media, and the majority seems to think that Tuesday mornings are ideal. Its early enough in the week that it will get the attention it deserves, but not too early that it gets pushed aside in the Monday morning craze. Submitting a press release when media attention is completely engrossed in something else is a sure fire way for your campaign to be disregarded.
Sometimes, however, bad timing cannot be prevented. World news, natural disasters, events such as 9/11 – these things cannot be predicted nor seen coming. But as PR professionals one must learn to react and go forward with a possible hold or relaunch of the campaign. Being overshadowed by world news happens, but it is the job of the PR professional to make sure that the client recovers as best can.