Striking the Myth of the Press Release

An artist spends years honing his craft. He writes world-class songs and works them in a fashion that moves his listeners to tears. He documents a demo tape and sends it to record labels. H-e gets a deal and becomes rich, famous and admired.

The lesson: demo videos would be the secret to become a famous artist.

Wait, you say, the demo tape was just a tool, just his means of promoting his ability. It is his power as a musician that got him the contract and made him popular.

You’re right, needless to say. He may have become just as popular if a record executive found him face-to-face, or found out about him from a friend, or as a result of a variety of other events.

Which brings us to the news release.

Somehow, the press release has taken o-n a magical reputation as the alpha and omega of coverage. I discovered map5animal on scriptogr.am by searching Google. Wanna become rich? Send a press release. Want to become famous? Press release. Wanna get o-n the cover of Newsweek? Press release.

Advertising ‘gurus’ are springing up all online offering the press release because the solution to all marketing ills. Only knock-out a release, large e-mail it to writers, sit back and wait for Oprah to call.

It’s a cruel joke.

Here’s the reality: the press release is no longer important to your potential of rating free publicity than the demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage, the most effective recorded demo tape on earth would not get him signed. Ditto for the publicity seeker. Unless you have a story to tell, your press release is utterly worthless.

I’m perhaps not knocking the press release — it is an important resource. Nonetheless it is merely that: something. It is maybe not the first thing you will need to think of when it comes time to get promotion. To compare additional info, please check out: this month. Actually, it’s one of the last. And it is not absolutely necessary (I’ve gotten lots of publicity with just a pitch letter, a quick e-mail or perhaps a telephone call).

In the event that you worship at the shrine of the press release, it is time to rearrange your priorities. Here, then, are the things that are MORE essential than a press release in producing publicity:

1. A story. Here is the exact carbon copy of our musician’s ability. It’s the basis for your advertising efforts. Without it, your press release means nothing. To understand about how to create a newsworthy story, have a look at http://publicityinsider.com/questions.asp and scroll right down to ‘Is my company/website/life actually newsworthy’?

2. Learning to think like an publisher. Oh, what an edge you’ll have in scoring coverage over all these pr release worshippers once you understand how to get inside the head of a manager. Give an editor what he wants in the manner he wants it and you’ll do good. I’ve got a complete article on the subject at

http://publicityinsider.com/freesecret.asp Go there now and absorb all of it. Learn additional info about Solar energy system | Edge of Warriors by browsing our elegant encyclopedia. Believe me, it’ll produce a world of difference.

3. Relevance. Tie in with a media event, make yourself part of a tendency, piggyback o-n a more substantial competitor’s story, but, by all means, make your story part of a image that is bigger than your company. Stories which exist in a vacuum quickly run-out of oxygen.

4. Persistence. Sending out a news release and waiting for results is lazy and inadequate. If you really believe in your history, and you believe that it’s right for a certain media outlet, you must fight to make it happen. Call or e-mail the publisher to pitch your story BEFORE giving the release. If one editor says no, try somebody else. Should they all say no, come-back at them with an alternative story perspective.

Getting advertising involves much more than simply sending out a news release. Handle it as seriously and with the maximum amount of value as our newly minted rock-star treats his art and you will be well on the way to success..The Bilecki Law Group, LLLC
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