Striking the Myth of the News Release
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| Description | A musician uses years honing his craft. He writes world-class songs and performs them in a way that moves his listeners to tears. H-e documents a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and admired. The lesson: test videos will be the secret to become a famous musician. Wait, you say, the test tape was just a tool, just his means of transferring his skill. It's his capacity as an artist that got him the agreement and made him famous. You are right, obviously. I learned about http://www.zhongyumold.com/the-fantastic-implant-debate/ by searching Google Books. H-e could have become just like popular if a record executive saw him in person, or learned about him from a friend, or as a result of a number of other events. Which brings us to the press release. Somehow, the press release has taken on a magical status since the alpha and omega of publicity. Wanna become rich? Distribute a press release. Wanna become popular? Press release. Wanna get o-n the cover of Newsweek? News release. Publicity 'gurus' are springing up all over the Internet offering the news release since the answer to all marketing ills. Just knock-out a launch, large email it to journalists, relax and watch for Oprah to call. It is a cruel joke. Here is the reality: the press release is no longer important to your potential of rating free advertising than the test tape was to your artist friend. If he'd no skill, if his songs sounded like trash, the very best recorded test tape in the world would not get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is utterly worthless. I'm not knocking the press release -- it is a vital resource. Nevertheless it is simply that: a tool. It is maybe not the very first thing you need to think of when it comes time to seek publicity. In reality, it's among the last. And it is not even essential (I've gotten plenty of advertising with just a pitch letter, a fast e-mail or perhaps a call). In the event that you worship at the shrine of the press release, it's time and energy to rearrange your priorities. Here, then, are the things that are MORE impor-tant than a news release in generating publicity: 1. A newsworthy story. This is the equivalent of our musician's skill. It's the basis for your promotion efforts. Without it, your press release means nothing. To learn about how you can create a newsworthy story, have a look at http://publicityinsider.com/questions.asp and scroll down to 'Is my company/website/life really newsworthy'? 2. Hit this link found it to study when to mull over it. Learning how to think as an editor. Oh, what an edge you'll have in rating publicity overall these pr release worshippers once you understand how to get inside the head of a publisher. Give a publisher what he wants in the way he wants it and you'll do good. I have got an entire article about them at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. My father discovered cosmeticsurgeryiyy :: COLOURlovers by browsing the Internet. Believe me, it'll produce a world of difference. 3. Relevance. Tie-in with a media event, make your-self part of a pattern, piggyback on a larger competitor's story, but, by all means, make your story part of the image that is bigger than just your business. Stories that exist in a vacuum quickly go out of air. 4. Determination. Giving out a news release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it is right for a certain media outlet, you must fight to make it happen. The Internet includes supplementary info about how to mull over it. Call or e-mail the editor to pitch your story BEFORE giving the release. If one manager says no, try someone else. Should they all say no, come back at them with a different story perspective. Getting promotion involves much more than just giving out a press release. Handle it as seriously and with as much value as our newly minted rock-star treats his art and you'll be well on the way to success.. |
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