The best advice I was ever given to make it as a publicist was to ‘be persistent, but not annoying’. My mentor during my first ever internship told me that as I’d chased him about getting the position in the first place – he said I was persistent, but not annoying, ha.
Working in press is all about building relationships, which does get easier with time as you get to know writers more but it’s important to always be nice, polite & funny. It may seem small but will remember that particular gif or funny video you sent. It’s also about constantly increasing your contacts; the amount of writers out there can be pretty overwhelming but look up who’s been writing about similar artists to what you’re working with/ who you are and try to get in touch with them. Find the email address for the website they write for or look them up on twitter and see if they have a contact there. I think a lot of writers don’t like being added and messaged directly on facebook/instagram so best to stick to email if you can.
In terms of advising bands on how to get press, I can’t stress enough how important good press pictures are. I know you shouldn’t judge a book by it’s cover but that is the first thing writers will see when they open a press release, so it’s key to make sure it’s eye catching, clear and relatively simple, something that could be easily used in print as well as online. Try to avoid standing in front of bushes/trees.