observantdynamo

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class songs and works them in a fashion 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 loved. The lesson: demonstration videos would be the secret to become a famous musician. Wait, you say, the test tape was just a tool, just his means of promoting his expertise. It is his power as an artist that got him the agreement and made him popular. You are right, of course. H-e may have become just like popular if a record executive saw him face-to-face, 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 brought o-n a magical status because the alpha and omega of advertising. Want to become rich? Send a news release. Want to become famous? Press release. Want to get o-n the cover of Newsweek? Press release. Press 'gurus' are springing up all on the internet offering the press release since the solution to all advertising ills. Only knock out a launch, mass e-mail it to writers, relax and wait for Oprah to call. It is a cruel joke. Here is the reality: the press release is no longer important to your potential of scoring free publicity than the demo tape was to your musician friend. If he had no skill, if his songs sounded like trash, the most effective recorded demo tape on earth would not get him signed. Ditto for the publicity seeker. Unless you have a tale to tell, your news release is utterly worthless. I'm maybe not knocking the pr release -- it's an important instrument. Nevertheless it is merely that: an instrument. It is maybe not the very first thing you need to think about when it comes time to seek publicity. The truth is, it's one of the last. And it is not even absolutely necessary (I have gotten lots of advertising with only a pitch letter, an instant e-mail or perhaps a call). If you worship at the shrine of the press release, it is time to change your priorities. Here, then, are things that are MORE essential than a news release in building publicity: 1. A story. This is actually the equivalent of our musician's ability. It is the very basis for the advertising efforts. Without it, your press release means nothing. To understand about how you can create a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll right down to 'Is my company/website/life really newsworthy'? 2. Learning to think like an manager. Oh, what an advantage you'll have in scoring advertising over all these press release worshippers once you learn how to get inside the head of a manager. Visit Halbertology Announces the Release of Their Latest Gary Halbert Inspired Course to explore when to look at this view. 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 it all. Trust me, it'll create a world of difference. 3. Meaning. Tie in with a news event, make yourself part of a trend, piggy-back on a larger competitor's story, but, by all means, make your story part of a picture that's larger than just your business. For alternative ways to look at it, please check out: Halbertology Announces the Release of Their Latest Gary Halbert Inspired Course. Experiences which exist in a vacuum quickly run out of oxygen. 4. Persistence. Giving out a news release and looking forward to results is sluggish and ineffective. Dig up more on this affiliated URL by clicking http://wnow.worldnow.com/story/29281148/halbertology-announces-the-release-of-their-latest-gary-halbert-inspired-course. If you really believe in your story, and you believe that it is right for a specific media outlet, you need to fight to make it happen. Visit http://markets.post-gazette.com/postgazette/news/read/30048062/halbertology_announces_the_release_of_their_latest_gary_halbert_inspired_course to research the reason for it. Call or e-mail the publisher to pitch your story BEFORE giving the release. If one manager says no, try somebody else. If they all say no, come back at them with an alternative story perspective. Getting advertising involves so much more than giving out