Smashing 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 fashion that moves his listeners to tears. H-e records a demo tape and sends it to record labels. He gets a deal and becomes rich, famous and admired. The lesson: test videos will be the secret of becoming a famous musician. Wait, you say, the demo tape was just something, just his means of promoting his talent. It's his power as an artist that got him the agreement and made him popular. You are right, of course. H-e could have become just as famous if a record executive found him personally, or learned about him from a friend, or as a result of a variety of other activities. Which brings us to the news release. Somehow, the news release has had on a magical reputation as the alpha and omega of advertising. Want to become rich? Send out a news release. Wanna become popular? News release. Wanna get o-n the cover of Newsweek? News release. Publicity 'gurus' are springing up all online offering the press release since the answer to all advertising ills. Only knock out a release, large email it to journalists, sit back and wait for Oprah to call. It's a cruel joke. Listed here is the reality: the press release is no more important to your potential of scoring free publicity than the test tape was to our artist friend. If he'd no ability, if his songs sounded like waste, the most effective recorded demo tape on the planet wouldn't get him signed. Click here site preview to learn why to see about it. Ditto for the publicity seeker. If you don't have an account to tell, your press release is absolutely worthless. I'm not knocking the news release -- it is an essential tool. Nevertheless it is merely that: something. It's perhaps not the very first thing you'll need to think about when it comes time to get publicity. In fact, it's among the last. And it's not even essential (I've gotten a lot of advertising with just a pitch letter, a fast e-mail or a call). If you worship at the shrine of the news release, it is time to arrange your priorities. Here, then, are things that are MORE important than a news release in building publicity: 1. A newsworthy story. This is actually the exact carbon copy of our musician's skill. It is the basis for the publicity efforts. Without it, your news release means nothing. To learn about how to produce a newsworthy story, take a peek at http://publicityinsider.com/questions.asp and scroll down to 'Is my company/website/life really newsworthy'? 2. Learning to think as an editor. Oh, what an advantage you'll have in scoring coverage total these pr release worshippers once you understand getting in the head of an editor. Give an editor what he wants in the manner he wants it and you'll do great. I've got an entire article about them at http://publicityinsider.com/freesecret.asp Go there now and absorb all of it. Trust in me, it'll make a world of difference. 3. Significance. Tie in with a media event, make your-self part of a development, piggyback on a more substantial competitor's story, but, by all means, make your story part of the picture that is larger than your business. Stories that you can get in a vacuum quickly go out of oxygen. 4. Persistence. Giving out a news release and awaiting results is sluggish and inadequate. If you hate to discover supplementary info about Callahan Rollins - How exactly to Charge What You're Worth as a Creative Professional, we recommend many online resources you should consider investigating. If you really believe in your story, and you believe that it's right for a certain media outlet, you should fight to make it happen. Call or email the publisher to pitch your story BEFORE giving the release. If one editor says no, try someone else. When they all say no, come back at them with another story perspective. Getting publicity requires so much more than giving out a news release. Treat it as seriously and with the maximum amount of value as our newly minted rock star treats his craft and you'll be well on the way to success..Tim Bilecki 737 Bishop Street Mauka Tower, Suite 1530 Honolulu, HI 96813 (808) 275-4620 |
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