Managers
Press outreach for managers
Press coverage builds an artist's reputation in ways that streaming numbers alone can't. As a manager, coordinating press outreach for your roster, whether you're doing it yourself or working alongside a publicist, is a core part of your job. A system that tracks who's engaging keeps the process manageable.
Deciding whether to handle press yourself or hire a publicist
Not every artist on your roster needs a dedicated publicist. For emerging artists with small budgets, you can handle press outreach yourself using Promoly. For artists with bigger releases, a publicist brings a deeper media network and dedicated time. The sweet spot for many managers is handling the initial press outreach yourself until an artist's profile grows enough to justify the cost of a publicist. At that point, you transition to coordinating with the publicist rather than running campaigns directly. Promoly works in both scenarios. If you're doing it yourself, you run the campaigns. If you're working with a publicist, you can share the account or coordinate send schedules to avoid overlap.
Tailoring press strategy to each artist
Not every artist on your roster needs the same press approach. A debut artist needs introductory features and profile pieces. An established artist needs review coverage and premiere offers. An artist pivoting styles needs a narrative about their evolution. Think about each artist's story. What makes them interesting beyond the music? A unique background, a compelling creative process, a notable collaboration, or a milestone event. These story angles are what journalists actually write about. Include them in your Promoly campaigns so the journalist has something to work with. Upload the audio so they can stream it, and attach a press kit with photos, bio, and the story angle spelled out clearly.
Managing press across multiple artists
When two or three artists on your roster release music in the same month, press coordination gets complicated. You're pitching the same journalists for different artists, managing different exclusives, and tracking different follow-ups. Promoly's per-artist sender profiles keep campaigns separate. But you still need to manage the human side. Don't pitch the same journalist for two different artists in the same week. Stagger your sends by at least three days. And if you're offering exclusives, make sure you're not promising premieres for two different artists to the same publication in the same month. A simple spreadsheet alongside your Promoly campaigns can track who you've pitched for which artist, what you've offered, and what the status is.
Proving press results to your artists
Artists care about two things from press outreach: who heard the music and what coverage resulted. Promoly gives you the first part automatically: how many journalists opened, played, and downloaded. You track the second part manually: which publications covered the release. Combine both in your reports. "We sent promos to 60 journalists. 35 opened, 22 played the full EP, and we secured coverage in [publication A], [publication B], and a premiere on [publication C]." That's a result your artist can see, share, and feel good about. Over several releases, this data also shows progress. If press coverage is growing with each release, your strategy is working.
Press Outreach checklist for managers
Assess each artist's press needs
Debut artists need features. Established artists need reviews. Tailor your approach accordingly.
Build story angles for each artist
What makes each artist interesting? Note their angles before you start pitching.
Prepare press kits per artist
Photos, bio, story angle, and artwork. Have these ready before any campaign.
Upload audio to Promoly
Set up artist sender profiles and upload the release with full metadata.
Write individual pitches per artist
Each artist needs a different email. Match their voice and story.
Stagger sends across your roster
Don't hit the same journalist with multiple pitches in one week.
Manage exclusives carefully
Track which publications have been offered exclusives and for which artist.
Follow up based on engagement
Focus on journalists who played the tracks. Skip those who didn't open.
Log all coverage
Record every review, feature, and premiere with the publication name, date, and URL.
Report results monthly
Combine Promoly stats with coverage data in your artist reports.
Quick tips
Know when to bring in a publicist
If your artist is releasing an album or has a major milestone, a publicist's deeper network can produce results beyond what you can do alone.
Stagger, don't stack
Three artist releases in one month means careful scheduling. Plan press sends on a shared calendar to prevent journalist fatigue.
Reuse coverage in other campaigns
A review of Artist A can be mentioned when pitching Artist B if they share a label or sound. Social proof transfers.
Frequently asked questions
Should I handle press or hire a publicist for my artists?
For emerging artists with small budgets, handle it yourself. For bigger releases or established artists, a publicist's deeper network can justify the cost.
How do I avoid annoying journalists with multiple artist pitches?
Stagger your sends. Never pitch the same journalist for two different artists in the same week. Space campaigns out by at least three days.
Can I share Promoly access with a publicist?
You can coordinate campaigns from a single account or share stats links. For full collaboration, consider setting up a workflow where one person manages sends.
How do I measure whether press outreach is working?
Track two things: engagement rates in Promoly (opens, plays, downloads) and actual coverage secured. Both should trend upward over time.
Run press campaigns that deliver results for your roster
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