Our extensive mailing list includes more than 400 publications and websites and enables us to reach all parts of the UK comprehensively, ensuring maximum coverage.
PR tools of the trade
To promote an album effectively we need about 100 CDs, six weeks before release date. We also need a selection of good, clear press shots in jpeg form and a well-written biography and press release. The national PR usually provides these.
Initially we concentrate on our monthly list which is mainly lifestyle/glossy and listings magazines.
This is followed by mail-outs to our mainstream and album reviewers. These publications range from major titles such as the Manchester Evening News, Newcastle Evening Chronicle, Birmingham Evening Mail etc, to the smaller but influential daily and weekly papers which are particularly important to generate support for live dates.
We phone and email our contacts in areas where the band is touring,
focusing on securing coverage in the largest publications, working down
to the smaller-circulation papers and websites.
If band members are available for phone interviews we set them up two or three weeks before live dates or the record release. Most regional entertainment editors, especially on larger papers, stick rigidly to a policy of solely interviewing artists who are visiting their circulation area as part of a tour.
Our service includes the mail-out of singles. Though a majority of publications no longer review them, they remain a useful tool. Imagine them as a postcard announcing a band's arrival or comeback. We require approx 100 CD copies.
On the road - touring in the UK
When a band is touring we aim to secure as many previews as possible and then offer tickets/guest list places for reviewers.
Competitions and offers
Some publications run competitions, though this is a shrinking market. The days of offering a few tee-shirts as prizes have largely gone. The larger papers have a minimum prize value (sometimes as high as £1,000) although quirky, one-off prizes can offer dividends.
During campaigns we provide regular verbal updates, daily scans of cuttings, a detailed written report and a comprehensive round up of cuttings each month, or as requested. Every day we receive scores of publications and we cut and supply these as part of our service and fee.
We are able to provide a bespoke service and to vary campaigns from high profile to low-key. We can work to almost any budget.
Ideally a campaign should run to at least two months. We can work out
a deal for a one-off fee, or a time-specific or ongoing monthly retainer.
The expenses we charge back are limited to postage and packing.
Expertise in music PR
Joining the Pomona 'family' brings instant prestige and a major leg-up to recognition and tangible results.