What does a typical day look like for you as a music publicist and agency partner?

No two days are ever quite the same, which is one of the things I love about the role. A typical day might start with catching up on emails and checking press coverage from ongoing campaigns. Then it’s usually a mix of pitching to journalists, planning and strategising future campaigns with our team, and catching up with clients and managers to align on goals. There’s also a lot of behind the scenes work such as writing press materials (releases, proposals, statements), shaping narratives, monitoring performance, and making sure every campaign feels tailored. 

How did you get started in music PR? What was your career path like?

I’ve always been passionate about music and storytelling so I started in journalism… which felt like a natural fit. I eventually landed an internship in PR and started out in more junior roles learning the ropes of media outreach, writing press releases, and building relationships. Over the years, I’ve worked across different campaigns in different fields, which have given me a broad view of how the role works. Running Wired PR with the founder Rachel Campbell has been an incredible experience and the last 12 years of my life! 

What are some common PR mistakes artists make when starting out, and how can they avoid them?

A big one is not having a clear story or identity. It’s not just about the music, journalists want to know who you are, what you stand for, and why you’re different. Another mistake is sending out blanket emails to every journalist without thinking about whether they’re the right fit. That can do more harm than good. My advice is focus on building a strong foundation with your own fanbase/following, your aesthetic, your tone of voice and then be selective and thoughtful with your outreach. You can do this all yourself at the start. Have a strategy and be consistent. 

How can emerging artists start building their own PR strategy if they don’t yet have a team?

Start small and build organically. Put together a simple press kit with your biography, press shots, and links to your music. Identify local blogs, radio shows, and community outlets that actually care about the kind of music you’re making as a first step - build sideways. Be polite and personal in your outreach, it’s about building relationships not spamming inboxes - you want long-term support not a favour. And don’t underestimate the power of social media as part of your PR. Even if you don’t have a publicist you can still start shaping your story and connecting with audience - this is a key stage. 

What does “building a long-term career” mean to you in the context of music PR?

For me it’s about sustainability and integrity. A lot of people focus on quick wins or viral moments but those don’t always translate into a lasting career. Good PR is about building a narrative over time, helping an artist grow their audience step by step, and making sure every move feels authentic to who they are. It’s about reputation, trust, and laying the groundwork for opportunities that align with the bigger picture - even if that artist begins to make new investments and expand their career - as a publicist you would usually be able to join them on that journey. Ultimately, this is a job - it’s a career - it’s a way of making money to live the life you want to live. Being able to do that over time and consistently is much better, in my opinion, than a huge surge of success that then drops off. 

How do you balance commercial success with authenticity when working with talent? 

It’s all about staying true to the artist’s voice. Commercial success is important of course but it should never come at the cost of authenticity. If you try to force an artist into a trend that doesn’t suit them it won’t connect in the long run and I honestly think it’s obvious. The best campaigns are the ones where the commercial opportunities actually enhance the artist’s story rather than compromise it. The ultimate goal is to be able to be selective. Build demand. Decide on what opportunities you need and when, without pressure. 

What advice would you give to anyone looking to start a career as a music PR?

Get as much hands-on experience as you can. Intern, volunteer, work with grassroots artists, just start doing the work and getting a feel for how everything works. This can be tricky as a lot of experience is un-paid or low pay - so always be honest with those you want to work with about needing to work alongside this time. Be realistic - you need to pay rent and bills - unless you’re fortunate enough to live at home, in which case - make the most of this for as long as you can. The industry is built on relationships so be genuine, be collaborative, be kind, and be ready to adapt - because the landscape is always shifting. I also think you should always love what you do - it will last longer! Stay curious, read, listen, go to gigs, keep your finger on the pulse. If you combine that passion with persistence opportunities will follow. Sometimes, it’s as simple as showing your face at an event; shaking a hand or two and showing you want to make an effort - just to show you care and are supportive. I say all this without mentioning rest, which is also key to carve out time for - i learnt this the hard way! Look after yourself… your mind and your body. We’re nothing without health and in order to look after and guide others, we need to look after ourselves.