Hiring a PR company to work you new release is a big investment. Is it a worthy investment? Sure - it definitely can be (find out more about whether or not you should hire PR), but a lot of musicians and labels that are new to working with PR companies actually end up shooting their own campaigns in the foot. The bill is coming either way, so it make sense so to do everything you can to make sure your promotional campaign is a success, instead of making things harder for your PR company to work. These little steps will make life - and therefore, your promo push - much easier for your music PR company.
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