dos & don’ts: working with a pr-agency

Working with PR can give your music more visibility - but only if the collaboration is set up well. Here’s a sneak peek at what we talk about inside Initiative Pop.

A good PR campaign starts long before the first email to journalists is sent. Preparation, communication and realistic expectations make a huge difference when working with a PR professional or agency.

Before hiring someone, take a close look at their artist roster, previous campaigns and overall style. Once you start working together, make sure your goals are clear and give them everything they need to understand your music and your story.

And remember: PR is a partnership, not a magic button. Great press work can amplify what you’re already doing, but strong music, good assets and a clear idea of where you want to go still need to come from you..

Philo’s Dos & Don’ts

❌ Don’t expect overnight success. Good PR takes time.

❌ Don’t expect PR to do all the work! It can amplify your project, not replace it.

❌ Don’t micromanage. Give your PR person room to use their expertise.

❌ Don’t start with unfinished music, blurry photos or a rushed bio.

❌ Don’t launch a campaign before your socials, website and content are ready.

❌ Don’t ignore advice on timing, positioning or your story.

❌ Don’t spend your entire budget on PR! It needs to fit into your overall release plan.

❌ Don’t work without a clear agreement on services, timing and expectations.

❌ Don’t disappear once the campaign ends -good relationships can matter for future releases.

✅ Do your research before choosing a PR person or agency.

✅ Do define clear goals together - from press coverage to premieres or playlisting.

✅ Do communicate your story and vision openly and honestly.

✅ Do prepare a strong EPK with professional photos, bio, artwork, links and visuals.

✅ Do explain why your release matters and what story is behind it.

✅ Do deliver everything on time.

✅ Do stay open to feedback and trust the experience of the people you work with.

✅ Do ask for updates and keep track of the campaign yourself.

✅ Do think long-term: PR is about building visibility, relationships and momentum.