Pomona - what we do

Maximum coverage in UK regional media

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 250 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.

Making contact

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 then phone and email our contacts in areas where the band are touring, focusing on acquiring the largest publications, working down to the smaller-circulation papers and websites.

Phone interviews

If band members are available for phone interviews we set them up two or three weeks before live dates or the release of material. Most regional music editors, especially on larger papers, stick rigidly to a policy of only interviewing artists who are taking in their circulation area as part of a tour.

Single mail

Our service includes the mail-out of singles. Though a majority of publications don't review them any more, they remain a useful tool. We require approx 140 copies in advance. These are used to garner reviews but more as a marker of a band's forthcoming activity.

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

Many publications run competitions. The larger papers, however, have a minimum prize value (sometimes as high as £1,000). The days of offering a few tee-shirts as prizes has largely gone although quirky, one-off prizes can offer dividends.

Reporting back

During campaigns we provide regular verbal updates, 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 and extensive to low-key. Basically we can work to almost any budget.

We prefer campaigns to run to a minimum of two months. Aside from a monthly fee (the first of which we ask to be paid upfront), the only expenses we charge back are for postage and packing.

Expertise in music PR

Pomona has many years' experience in music PR and we have a brilliant roster of bands. Joining our 'family' earns an act instant prestige. While there are many folk chasing regional press from back-bedrooms, they soon find it to be a labour-intensive task, especially without major acts with which to broker. Pomona gives you a major leg-up to recognition and tangible success.