Now that you have been diligently sending out CDs, doing follow ups, landing gigs and issuing contracts; you need to be sure to update your fans as well as the local press about upcoming performances. If you have never played before in a particular market, then most likely nobody in that town has any idea who you are. And why would anyone come out to see you play if they have never heard of you before and have no idea that you are even playing. What you really need is some press or at a minimum just a listing with the local radio and print music calendars.
Your first step is to put together all of the contact names, fax numbers, email addresses etc. for the local media outlets in a 30-60 mile radius of your gig. Then you will have to prepare a professional and concise press release. A good release should be able to convey all of the pertinent information on one page. Radio stations and newspapers get flooded everyday with hundreds of releases, they do not have time to read numerous pages that outline your band’s Zen philosophy or each of your bass player’s numerous influences. Keep it to the point or they will not read it all. Keep your layout clean, do not use multiple fonts and font sizes or too many colors and graphics.
Make sure your release has a section with the performance details that is easy to pick out and includes: Performance Date, Band Name, Venue Name, Full Address, Phone, Website, Ticket Price, Set Times, Age Limit and any other bands on the bill. Also be sure to include your personal contact information: Contact Name, Phone, Email, and Website. If someone needs to get in touch for a photo or an interview, you want them to be able to find you quickly and easily.
The Music Buz Academy have some good advice on how to write a press release.