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Smashing the Myth of the News Release
03-03-2015, 12:04 PM
Post: #1
Big Grin Smashing the Myth of the News Release
An artist stays years honing his craft. Discover extra info about by going to our great paper. H-e writes world-class songs and works them in a manner 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, popular and adored.

The lesson: demonstration videos would be the secret to become a famous artist.

Wait, you say, the demo tape was just something, just his way of conveying his ability. It's his capacity as a musician that got him the contract and made him famous.

You're right, needless to say. H-e might have become just as famous 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 events.

Which brings us to the press release.

Somehow, the press release has brought on a status because the alpha and omega of advertising. Wanna become rich? Send a press release. Want to become popular? Press release. Wanna get on the cover of Newsweek? Press release.

Coverage 'gurus' are springing up all over the Internet selling the news release while the answer to all advertising problems. Only knock out a launch, mass email 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 advertising than the test tape was to the musician friend. If he'd no skill, if his songs sounded like trash, the very best recorded test tape on earth wouldn't get him signed. Ditto for the publicity seeker. If you don't have an account to tell, your press release is absolutely useless.

I am maybe not knocking the pr release -- it is an essential resource. But it is merely that: a tool. It's maybe not the very first thing you'll need to think of when it comes time to seek publicity. In fact, it is one of the last. And it's not really essential (I've gotten lots of advertising with only a pitch letter, a fast e-mail or a call).

If you worship at the shrine of the press release, it's time to change your priorities. Here, then, are what are MORE crucial than a press release in creating publicity:

1. A news-worthy story. Here is the exact carbon copy of our musician's skill. It is the very basis for your promotion efforts. Without it, your press release means nothing. To understand about how you can create a newsworthy story, take a peek at and scroll all the way down to 'Is my company/website/life really newsworthy'?

2. Learning how to think like an editor. Oh, what an edge you'll have in score publicity overall those press release worshippers once you learn getting inside the mind of an editor. Provide an editor what he wants in the manner he wants it and you'll do good. I've got an entire article about them at Go there now and absorb everything. Trust in me, it will create a world of difference.

3. Meaning. Tie-in with a news event, make your self part of a tendency, piggy-back o-n a more substantial competitor's story, but, by all means, make your story part of the image that is greater than your organization. Reports which exist in a vacuum quickly come to an end of air.

4. Endurance. Sending out a news release and looking forward to results is lazy 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 e-mail the publisher to pitch your story BEFORE sending the release. If one editor says no, try someone else. If they all say no, come-back at them with a different story perspective.

Getting promotion involves much more than simply sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on the road to success.. To research additional info, please consider checking out: Helms Andersen |
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