Smashing the Myth of the News Release
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| Description | A musician stays years honing his craft. He writes world-class songs and works them in a way that moves his listeners to tears. H-e records a demo tape and sends it to record labels. H-e gets a contract and becomes rich, famous and adored. The lesson: demonstration tapes are the secret of becoming a famous musician. Wait, you say, the test tape was just something, just his means of conveying his expertise. It is his power as a musician that got him the contract and made him famous. You're right, obviously. He might have become just like famous if a record executive saw him personally, 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 had on a magical status while the alpha and omega of promotion. Wanna become rich? Send a news release. Want to become popular? Press release. Wanna get o-n the cover of Newsweek? Press release. Coverage 'gurus' are springing up all online selling the news release as the answer to all marketing problems. Just knock out a release, large e-mail it to journalists, sit back and wait for Oprah to call. It's a cruel joke. Here is the reality: the news release is no more important to your potential of scoring free press than the test tape was to your artist friend. If he had no skill, if his songs sounded like waste, the very best recorded demo tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a tale to tell, your news release is utterly useless. I'm not knocking the press release -- it is a crucial tool. Nevertheless it is merely that: something. It is not the very first thing you'll need to consider when it comes time to get promotion. In reality, it's among the last. And it is not really absolutely necessary (I've gotten plenty of advertising with merely a pitch letter, an instant e-mail or a phone call). If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are what are MORE crucial than the usual news release in creating publicity: 1. A newsworthy story. Here is the exact carbon copy of our musician's skill. It's the foundation for the advertising efforts. Without it, your press release means nothing. To learn about how you can produce a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to 'Is my company/website/life really newsworthy'? 2. Learning how to think as an manager. Oh, what an edge you'll have in rating promotion over all those press release worshippers once you understand ways to get inside the head of a publisher. Give a publisher what he wants in the way he wants it and you'll do great. I have got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Believe me, it'll make a world of difference. We learned about http://www.mygtn.tv/story/29281148/halbertology-announces-the-release-of-their-latest-gary-halbert-inspired-course by searching books in the library. 3. Significance. Tie-in with a media event, make your-self part of a tendency, piggyback on a larger competitor's story, but, by all means, make your story part of the image that's larger than just your organization. Reports that you can get in a vacuum quickly go out of air. 4. Endurance. Sending out a news release and looking forward to results is sluggish and inadequate. If you really believe in your history, and you believe that it's right for a particular media outlet, you should fight to make it happen. Call or email the editor to pitch your story BEFORE sending the launch. If one editor says no, decide to try someone else. When they all say no, come back at them with a different story angle. Dig up more about http://www.digitaljournal.com/pr/2580057 by navigating to our unique website. Getting advertising requires much more than giving out a news release. To get different interpretations, we recommend people check-out: http://www.alabamas13.com/story/29281148/halbertology-announces-the-release-of-their-latest-gary-halbert-inspired-course. Handle it as seriously and with as much value as our newly minted rock-star treats his art and you will be well on the road to success.. |
| Web site | http://www.mygtn.tv/story/29281148/halbertology-announces-the-release-of-their-latest-gary-halbert-inspired-course |
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