How do you know when it's time to hire a publicist?

The same questions keep coming up. How do you get more people out to your shows? How can you get your weekly newspaper or those all so important blogs like Stereogum and Pitchfork to write about you? How can you focus on the music when you're focusing so much on the business of getting your band noticed?

If these questions keep coming up then you may be ready to hire a publicist. However, like anything that requires an investment of money you want to make sure you are ready to take that step so the premature financing for a publicist doesn't trump the necessary touring to get exposure outside of your city.

So here a few guidelines to keep in mind:

1. Press kit-There are a few necessities of a press kit to help increase your chances of exposure with the media. You should have a finished CD with artwork. You should also have a bio giving some background on your band. Although not necessary, press clips should be available to prove the media wants to talk about your band. Last but not least, a great press photo. Yes,we said great because the four guys against the basement wall rarely gets published. Look through magazine to get an idea of what does work. If you don't have these components I highly recommend holding off on a full campaign until you do. Green Light Go actually offers a press kit service where we help you design a kit that is media ready. This is a great alternative for bands who don't have the budget for a full-campaign or simply aren't quite ready for a publicist.

2. Record release-If you are releasing a new record and either want exposure for your record release party or write-ups in national publications or blogs then you just might be ready. As mentioned below make sure you have all the components mentioned above so you can make the most of the release of your record.

3. Tour-This is your chance to expose new people to your music. A write-up on a blog or in a weekly may not only turn on a new fan but also give you something new to add to your press kit showing you're not just a local band playing the city circuit.

4. It's about the music, man. You know how to write a great song but you're not interested in running the business side of things. This is where a publicist is definitely a benefit. They will have the contacts and access to people you may not and they will also know the ins and out of how to run an effective campaign.

4. They love you! Media is interested in you and you don't have time to keep up with it and still write music. If you're at this level, you definitely are ready to hire a publicist. Something I've learned myself is that I can't do it all and I might as well focus on what I do best and hire the pros the run everything else. A publicist can take what you've started to the next level through commitment and consistency to the artist.

Most of all you need to be ready to invest in your career. My favorite analogy is that you don't go to the gas station to fill up your tank with only $5 in hand (and anyone with a tour van knows that would get you about an ounce of gas these days!) But with a smaller investment you may just be able to fill your tank enough to get you to your next destination.

Next month we'll discuss in more detail the components of a good press kit.