Your EPK is only half the job — knowing who to send it to, and how, is what actually gets you coverage. Developing good relationships with the press and the music press is incredibly important; you can do this yourself when you first start out and then it is likely you will employ a PR or marketing person to help you with specific releases or tours. So how do you do this? 

Start narrow, not broad. Build a shortlist of 10–15 writers, podcasters, and outlets who already cover music similar to yours – genre, scene, or region matters more than size. A smaller, relevant blog or podcast with an engaged audience is often more valuable than a cold approach to a major outlet.

Do your homework first. Read or listen to a few recent pieces by each contact before reaching out. A pitch that shows you know their taste and output gets opened; a generic mail-merge doesn’t.

Build goodwill before you need it. Following, sharing, and genuinely engaging with journalists’ and podcasters’ work over time – not just when you need coverage – makes the eventual ask land far better.

Make it easy to say yes. Send a short, well-written pitch with everything in one place: your EPK, bio, high-quality photo, streaming link, and one clear hook – what’s new, and why now. The less work required of the journalist, the better your response rate. Use LinkedIn, but do it sparingly. 

Look beyond traditional reviewers. Playlisting editors, radio pluggers, and niche newsletters can generate credible, citable coverage – sometimes faster than waiting on a review, and useful if you need press for visa or funding applications.

Track your outreach. A simple spreadsheet of who you’ve contacted, when, and the outcome lets you follow up once, politely, after a week or two – without duplicating effort or over-chasing the same person.

For a starting list of female-friendly outlets and podcasts, see our Sister Organisations page (half way down).