Smashing the Myth of the News Release

An artist spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. H-e gets a contract and becomes rich, popular and loved.

The lesson: test tapes will be the secret of becoming a famous artist.

Wait, you say, the test tape was just a tool, just his method of promoting his talent. It's his capacity as a musician that got him the agreement and made him famous.

You are right, obviously. He could have become just as popular if a record executive saw him personally, or heard about him from a friend, or as a result of a variety of other events.

Which brings us to the press release.

Somehow, the press release has brought o-n a status since the alpha and omega of coverage. Want to become rich? Distribute a press release. Wanna become popular? Press release. Want to get on the cover of Newsweek? News release.

Promotion 'gurus' are springing up all on the internet offering the press release as the answer to all marketing ills. Just knock out a launch, large email it to writers, sit back and await Oprah to call.

It is a cruel joke.

Here's the reality: the press release is no longer important to your potential of scoring free advertising than the test tape was to our artist friend. If he had no ability, if his songs sounded like trash, the most effective recorded test tape in the world would not get him signed. Ditto for the publicity seeker. If you don't have an account to tell, your news release is absolutely useless.

I am perhaps not knocking the press release -- it's a vital tool. However it is merely that: an instrument. It's not the very first thing you need to take into consideration when it comes time to find publicity. The truth is, it's among the last. And it is not really absolutely necessary (I've gotten lots of publicity with only a pitch letter, a fast e-mail or a phone call).

In the event that you worship at the shrine of the news release, it's time to arrange your priorities. Here, then, are what are MORE crucial than a news release in generating publicity:

1. A story. This is the exact carbon copy of our musician's skill. It is the very basis for your promotion efforts. If you think anything, you will perhaps wish to discover about http://www.hawaiinewsnow.com/story/30039284/nomadic-couple-who-travels-the-world-for-the-past-3-years-announces-book-release. Without it, your news release means nothing. To learn about how to develop a newsworthy story, have a look at http://publicityinsider.com/questions.asp and scroll down to 'Is my company/website/life actually newsworthy'?

2. Learning how to think like an manager. Oh, what an edge you'll have in scoring publicity over all those news release worshippers once you learn how to get in the head of an editor. To discover more, please check-out: Nomadic Couple Who Travels The World For The Past 3 Years Announces Book Release. Give a manager what he wants in how he wants it and you'll do good. I have got an entire article on the subject at

http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust in me, it will make a world of difference.

3. Significance. Tie-in with a news event, make yourself part of a trend, piggy-back on a more substantial competitor's story, but, by all means, make your story part of the image that's greater than just your company. Stories which exist in a vacuum quickly go out of air.

4. Persistence. Giving out a news release and waiting for results is sluggish and in-effective. To research additional information, people might require to glance at: http://stocks.moneyshow.com/intershow.moneyshow/news/read/30626854/nomadic_couple_who_travels_the_world_for_the_past_3_years_announces_book_release. If you really believe in your story, and you believe that it is right for a particular media outlet, you must fight to make it happen. Call or email the publisher to pitch your story BEFORE giving the release. If one editor says no, try some other person. If they all say no, come back at them with a different story angle.

Getting publicity involves much more than simply sending out a news release. Treat it as seriously and with as much value as our newly minted rock-star treats his craft and you will end up well on the way to success..