Essentially, the premise is the same as with any other type of PR: You are communicating a message to raise awareness of a story in the public domain.
It’s less formal than music PR; you’ll often find yourself fighting for page space on blogs run by people with day jobs, or even a crazy combination of day jobs.
To have success as an online music publicist, you’ll have to know the Internet pretty damn well; new blogs are popping up continually.
Here are some tips:
1. Adjust your mindset.
You will need high hopes for your campaign, but don’t expect results immediately or all at once. Be patient and realistic, and bear in mind what other releases you’re competing against for coverage. Measure results gradually rather than instantaneously. You’re competing against a multitude of PR pros, so make sure elements of your campaign stand out.
2. Explore the different types of music blogs.
There’s no list of types here, sorry. “Blog'” is a contentious term for many music writers; it might be more of a fully formed website if it has editors.