Fly PR was founded in order to service a market niche demanding more publicity attention - namely the independent music and entertainment sector.

Fly PR began with one foot in the underground and one foot in the door of national consumer and mainstream press. The diversity of the projects that we have successfully worked is astounding, from stoner rock, underground punk, garage-punk-n-roll and metal to world-music, ambient-electronic, alternative and pop - covering virtually everything in between. We have handled publicity for Japanese Animation video releases (The Professional, Wicked City, Twilight of the Dark Master) and indie films (Circus Redickuless, Bang!) as well as events (Emissions Festival, Girly Freak Show) and package tours such as Plea For Peace-Take Action (Sub City/Hopeless and Asian Man Records) and the Ska Against Racism Tour (Asian Man/Moon Ska/Tahoe Agency).

Fly PR provides the indie accounts we work with publicity leverage substantial enough to allow them to compete with mainstream and major label acts. We offer major label projects the individualized, personal attention Fly PR lends to all its projects.

The consulting we offer is designed to turn projects around to meet the competitive standards set by today's editors, writers and industry associates. At Fly PR, we are known for our willingness to work diverse projects, our reputation at the grassroots level as well as in the mainstream, our "hands on" approach and tireless pursuit of all manner of publicity and publicity-related opportunities for our clients.

Ilka Pardiñas founded the company in late 1994. Diana Sanchez has been with the company since 1999 and Stephanie Rowe since 2001. The company is currently 3 publicists strong and also enjoys the woman/man-power of several dedicated and efficient interns. Fly PR is based in the Silverlake district of Los Angeles.

WHAT THE PRESS SAYS ABOUT FLY PR......

"Thanks as always for sharing your thoughts. You are not only the No. 1 stoner rock fan of all time, but my fave rave person in the entire publicity world to talk to...and you do a bang-up job for TMC (as well as everyone else you work with)."

- Jim Derogatis, Guitar World/LA New Times/Chicago Sun Times/Modern Drummer

"...you guys have been great and are one of the few reliable sources for music that doesn't suck."
- Lorne Behrman, Alternative Press/Village Voice/Boston Phoenix/CMJ/Spin

"You are the queen of the rock!"
- Moshin' John, KNAC.com

"You guys promote the best fucking stuff!!! Seriously, we get a lot of shit from other people but you've got some gems. A lot of these people we work with try to push these really poopy bands on us, but I dig just about everything you guys work with. You rock!"
- Chad Eivins, Lepers TV

"You are doing a fantastic job, Ilka, thanks."
- Ken "Sleazegrinder" McIntyre, Boston's Weekly Dig/BallBuster/Hit List

"Just to let you know that your ears were burning yesterday because Maria and I were singing your praises from the dais at a panel on women in the music industry [Lady Fest]. Exceptions that prove the rule also prove that you don't have to follow the damn rules."
- Deena Dasein, Illinois Entertainer

"First off please keep me on your mailing list as you guys are helping out a ton of great acts..."
- Dan O'Conor, SPIN/spin.com/Spin College Radio

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WHAT THE ARTISTS SAY ABOUT FLY PR......

"BRILLIANT work once again!! We have much reason to celebrate."
- Mario Escovedo, The Dragons

"Thanks for the update. This represents a lot of work and we Stinkies appreciate it very much. You are the Cyber Apple Seed of Stinking Lizaveta. Cyber because communication is passed fast by machine and apple seed because you are planting the stink idea in everyone's mind....We feel very good about your work for the band and wish there were more funds right now to hire you for extensive tour campaign. Because of your work there will be more money next time, I hope."
- Cheshire Augusta, Stinking Lizaveta

"You really kicked ass for us this year and I wanted to let you know that I appreciate you as much as I love white frosting and donuts!"
- Texas Terri

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WHAT THE MUSIC INDUSTRY AND OTHERS SAY ABOUT FLY PR......

"yes indeed you FULLY RULE! excellent work keep on kickin' ass. ~ love, toast"
- Toast, books The Hangmen, The Garage and Zen in Los Angeles

"WE LOVE YOU! ....you guys are great!"
- Jim Baltutis, Reprise/Warner Bros.

"... thanks for all the help - definitly got a name for ourselves this year."
- Rob Levey, Stoner Hands of Doom [Music Festival]

"Thanks for everything. I just wanted to say you are great and I appreciate you very much. Love, Mike"
- Mike Park, Asian Man Records [Plea For Peace-Take Action Tour]

"Thanks for the press kit, it looks good."
- Darren Edwards, Hopeless Records [Plea For Peace-Take Action Tour]

"props your way... you've done a great job on this tour..."
- Dana Braverman at Deep Marketing [Plea For Peace-Take Action Tour]

"i spoke on a panel with a fan of yrs! dina daesin. i mentioned you at one point and she was like i love her and i was like me too! i told her that you were by far the coolest publicist that i have worked in conjunction with [Plea For Peace-Take Action Tour].... everyone else is really caddy and very protective of their contacts and who calls whom...much love from chi-town."
- Maria, Blue Ghost PR

"I want to start off by saying congratulations on a job well done. Even though the Plea for Peace-Take Action Tour has just begun, the response that we have seen, has been outstanding. Thank you from the bottom of our hearts for letting us take this journey with you. We appreciate all the good that you are doing, more than you know."
- Stephanie Franklin of Hopeline Network [Plea For Peace-Take Action Tour 2001]

The following are answers we supplied to Tom Kidd, a journalist who recently did an article in MUSIC CONNECTION called KILLER TIPS: What To Do Before You Hire A Publicist. I think this provides a lot of pertinent information to anyone thinking about hiring a publicist, but is not sure if they are ready or what a publicist does.

1. Tips on what to do so an indie publicist will see an "act" as a viable client.

a. Have a developed enough artist or event that actually is ready for and warrants publicity.
b. Have a new album, tour or other press-worthy event ready for us to do publicity for.
c. Know that you have money to hire a publicist before you make contact.
d. Have label support or be ready to take on the responsibilities that a label would (like fulfillment on the mailout, acting as point person to PR firm as well as to radio promotion people, venues, booking agents, etc.).
e. Call us well in advance of the street date of a new release or tour. We need three months lead time for album press and at least 30 days out to the first tour date or event date.
f. Make realistic goals for yourself before you call us. We can't give you the stars, unless your band is ready for it. Even then, nothing is EVER a "sure thing."
g. Do your homework. Don't submit a hip-hop record to a strictly rock publicist. You're wasting your valuable time and money.

2. What the artist needs to do to make sure a certain indie publicist or firm is right for him. Background check, genre specialty, etc.

a. Look through trade directories, or call around to find out which publicists work with similar bands or styles of music or events.
b. Ask the publicist/firm to send examples of their work.
c. Contact other labels/bands with whom the publicist has worked - check references.
d. Ask about fees, if you can't afford them and they can't give you a break or barter with you, keep searching.
e. Be sure you feel confidant in the firm or the publicist BEFORE you hire them.

3. What are the basic rates and/or expenses packages? Will publicists let artists barter for publicity?

a. Rates are often on a sliding scale, but if you are serious the publicist or firm will quote you rates.
b. Most firms and publicists charge a monthly retainer fee to be paid at the top of each month. The retainer may or may not include expenses. Be sure to ask if expenses are covered, if not, ask what expenses they'll charge you back for (phone/fax, postage, clipping service, copying, etc.).
c. Bands should never expect a publicist to work on spec or for free.
d. Sometimes a publicist will be willing to trade out work for services or goods. For instance, a publicist might offer publicity in lieu of the band building them a website. Or perhaps one of the band members is a mechanic and can offer to handle car repairs in lieu of payment, etc.

In order words, I’m looking for tips from you on how you qualify a client—or not. What can the artist expect from you—or not. What advice can you offer the potential client looking to hire an indie publicist like yourself?

* Basically we are willing to work with any artist that we think we can potentially land press for. Payment is important, but equally important is how easy it is to work with the band, label or management. No matter how much money you’re getting, how great the band is or what a great opportunity a campaign may be - if the people you work for/with are slackers or have incredibly bad attitudes, the chances of your wanting to continue the work, or work with them again, are slim.

* I never make promises to my clients to the tune of "oh, we'll definitely get you a feature in Alternative Press and reviews in Magnet and Spin." Nope. We get paid for our services. This means we will do everything in our power to get the band or project press coverage, and I've never had a campaign in which I wasn't able to get anything - BUT, so much depends on variables beyond my control and the client has to understand that. I can have a feature ready to run, then the editor gets fired and the new editor doesn't want to run the story....not much I can do. Or we set up interviews and the artists routinely miss them... A client must be confidant in our overall work and publicity style BEFORE they hire us. When this is the case, clients are never disappointed.

* About Fly PR: Ilka Pardiñas founded the company in late 1994. Diana Sanchez has been with the company since 1999. We are currently 3 publicists strong and have a bevy of incredible interns! Fly PR is based in the Silverlake district of Los Angeles.

general campaign start-up, in most cases as follows…
a) oversee content of press kits to be used for the campaign (press release on Fly PR letter head, bio/profile, photo images, CD/video screener, etc.)
b) generate mailing lists/mailing labels
c) call, email and fax all the publications we are hitting to place previews, reviews, interviews and all manner of coverage
d) collect all press landed and paste up clips, send originals to you
e) submit update reports regularly

Our first task is to put together a press kit to be used throughout the campaign. Press kits generally include a press release, bio/profile, any existing press clips, photo image and the CD/video screener, etc.

The size of a mailout is determined jointly with the client, anywhere from 50-500 pieces. Fulfillment is usually implemented by the client under the supervision of Fly PR.

Mailouts are custom tailored for ALL clients and include, but are not limited to some of the following outlets:
- national/online (trend setting or established music or youth/art/culture magazines)
- regionals (mainly free press and weekly calendar of events type publications)
- dailies (daily news papers)
- trades (various industry trade publications)
- fanzines (underground, self-published press)

As soon as the press materials are approved the press release is circulated via email and fax and the go to post. As soon as this happens we begin the follow-up process.

We email clients IMMEDIATELY with coverage confirmations as we get them. Fly PR will deliver comprehensive email updates approximately every 15-30 days. The email updates keep clients abreast of the progress of the campaign (previews, features, reviews landed, interviews scheduled, people's input and comments, etc.). All press coverage we receive is pasted up and the originals are sent to the client. We regularly rotate new clips into the press kits as they become available.