Though the press release is the most common Public Relations tool, it is just one of the many means to gain free publicity. Here are some other avenues to explore:

A Through-The-Looking-Glass View Of The Harry Potter Saga

This article will provide information on how to promote your music and artist online.

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The number one rule of being successful in the world of publicity
(or in just about any other field, for that matter): Don't
sabotage your efforts with dumb -- and easily correctable --
mistakes. Here then are the dumb things that publicity seekers
do. Avoid them, and you'll be well on your way to scoring great
coverage!