The Truth About Music PR: What Indie Artists Get Wrong
If you're an independent artist thinking about investing in a public relations (PR) campaign, chances are you've heard a lot of mixed advice - some good, some... not so much.
The truth is, PR is one of the most powerful tools you can use to build credibility and open new opportunities for your music career.
But it's also one of the most misunderstood parts of the industry.
Let's break down some of the biggest myths about music PR - and what you actually need to know to set realistic expectations (and get the most out of it).
Myth #1: "PR guarantees press placements."
Reality:
There are no guarantees in PR - period.
A good publicist can craft a strong pitch, build real relationships with media, and get your music in front of the right people.
But they can’t force a blog, magazine, playlist, or podcast to cover you. Every outlet has its own editorial process, and whether or not they bite is ultimately up to them.
Think of PR like matchmaking, not selling. A publicist can introduce you to the right people - but they can't make anyone say yes.
Myth #2: "One PR campaign will make me famous."
Reality:
PR is a long game, not a one-shot deal.
Sure, you might land some exciting features during your campaign, but real career momentum comes from layering visibility over time. One article or one playlist add won’t suddenly skyrocket your streams or followers.
Artists who win at PR are the ones who stay consistent: release after release, story after story, building a track record that the industry (and fans) can’t ignore.
Pro tip: Treat each PR campaign as one chapter in your career story - not the entire book.
Myth #3: "PR is just about sending out a press release."
Reality:
Sending a press release is only a small piece of what PR teams do, and honestly, sometimes it's the least important.
Effective PR is about personalized pitching: connecting the right story to the right outlet at the right time. It’s about crafting narratives that make your music relevant and newsworthy.
Just blasting out a generic press release to 500 contacts? That’s called spamming… not public relations.
Myth #4: "PR will immediately boost my streaming numbers."
Reality:
PR and marketing are two different things, and they serve different purposes.
A PR campaign helps build awareness, credibility, and reputation. It gets people talking about you in public spaces.
Marketing campaigns (like paid ads, email marketing, and social media promotions) are what typically drive direct action - like boosting streams or ticket sales.
PR supports the ecosystem that makes your marketing efforts work better, but it’s not a replacement for audience-building strategies.
Myth #5: "If I hire a publicist, I don't have to do anything else."
Reality:
PR is a partnership, not a handoff.
You’ll still need to stay engaged: answering interview requests quickly, creating strong visual content, sharing your wins on social media, and keeping your overall brand cohesive.
A publicist can get the door open, but you have to walk through it and keep the conversation going.
Think of your publicist as part of your team - not a magician who can do everything without you.
The artists who get the most out of PR are the ones who show up prepared, patient, and proactive.
When you treat PR as part of a bigger career-building strategy - not a magic bullet - you’ll start seeing the real, lasting impact it can have on your journey.
Bottom line? PR is powerful, but it's even more powerful when you understand what it can (and can’t) do. Set your expectations wisely, and you’ll be one step closer to growing the music career you’ve been dreaming of.