1--Start doing your own media.Write your own band bios, articles and material that shows a strength in an area of music you excel in that will get you work in clubs, opening for other bands and doing session work as a sideman.
2-You're thinking, I don't know how to do this!! It's not that difficult. If you don't have someone to do it,start by going online and looking at bios and press kits of your favorite band. Email them and offer to interview them for your own blog.
3-I'm not worried too much about pictures. Just get some black and white photos taken of the band without gear and on stage and in practice. Just some still photos. Have every band member put in an equal share.That's it! Just make sure all band members wear something appropriate for the type of music you play.
4-Write regular articles for your press package every couple of months. That way you have fresh material. Take on a writer from a college to write reviews of your material, shows and do small press conferences. Get to know your fans. Offer free tickets to the writer to gigs.
5-Offer free EP's to the first 10 people at gigs once a month. Include a small sampling of your press kit with it. Fans will want to see you by being more accessible to them.
6-Start a blog and include monthly articles on the band, and offer fans a chance to be on the mailing list and get free tickets to your gigs. This is all part and parcel of your media activities.
7-Interview other bands and offer to do press conferences for them. Do this for bands in your genre of music. If you offer it just to any musician you'll go in too many directions. At some point you can start charging for this service.
8-At some point start using college and underground media. They understand music better than mainstream media. Start your own online radio show as well. There are a number of free pod casting services out there. Fans will get to know you even more and know the real you by doing audio and video pod casts,on top of live gigs.
Use http://Ustream.tv. Its free and a great way to grab fans.
9--Use your media writing service and offer it to other bands in your genre. This will interest bigger acts who see you work hard at their own media, work hard as musicians, and want to help other bands succeed as well.
This will help you get better paying gigs as openers and eventual headliners.
10-- If you follow these principles in developing a media strategy and helping other bands, your band, fans and other musicians will love you for it and see you as a real person.
Not just a musician out to make mucho dinero'.
If you have any questions or your band is interested in a Press-Kit through Canadian Guitar Player,just email me. If you want testimonials from musicians just ask me.