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Smashing the Myth of the Press Release
A musician spends years honing his craft. He writes world-classsongs and performs them in a manner that moves his listeners totears. He records a demo tape and sends it to record labels. Hegets a contract and becomes rich, famous and adored. The lesson: demo tapes are the secret of becoming a famousmusician. Wait, you say, the demo tape was just a tool, just his way ofconveying his talent. It's his ability as a musician that gothim the contract and made him famous. You're right, of course. He could have become just as famous ifa record executive saw him in person, or heard about him from afriend, or as a result of a variety of other events. Which brings us to the press release. Somehow, the press release has taken on a magical reputation asthe alpha and omega of publicity. Wanna become rich? Send out apress release. Wanna become famous? Press release. Wanna geton the cover of Newsweek? Press release. Publicity "gurus" are springing up all over the Internet toutingthe press release as the answer to all marketing ills. Justknock out a release, mass e-mail it to journalists, sit back andwait for Oprah to call. It's a cruel joke. Here's the reality: the press release is no more important toyour potential of scoring free publicity than the demo tape wasto our musician friend. If he had no talent, if his songssounded like garbage, the best recorded demo tape in the worldwouldn't get him signed. Ditto for the publicity seeker. If youdon't have a story to tell, your press release is utterlyworthless. I'm not knocking the press release -- it's an important tool. Butit's just that: a tool. It's not the first thing you need tothink about when it comes time to seek publicity. In fact, it'sone of the last. And it's not even absolutely necessary (I'vegotten plenty of publicity with just a pitch letter, a quick e-mail or a phone call). If you worship at the shrine of the press release, it's time torearrange your priorities. Here, then, are the things that areMORE important than a press release in generating publicity: 1. A newsworthy story. This is the equivalent of our musician'stalent. It's the very basis for your publicity efforts. Withoutit, your press release means nothing. To learn about how todevelop a newsworthy story, take a look athttp://publicityinsider.com/questions.asp and scroll down to "Ismy company/website/life really newsworthy?" 2. Learning to think like an editor. Oh, what an edge you'llhave in scoring publicity over all those press releaseworshippers once you learn how to get inside the head of aneditor. Give an editor what he wants in the way he wants it andyou'll do great. I've got an entire article on the subject athttp://publicityinsider.com/freesecret.asp Go there now andabsorb it all. Trust me, it will make a world of difference. 3. Relevance. Tie in with a news event, make yourself part of atrend, piggyback on a larger competitor's story, but, by allmeans, make your story part of a picture that's bigger than justyour company. Stories that exist in a vacuum quickly run out ofoxygen. 4. Persistence. Sending out a press release and waiting forresults is lazy and ineffective. If you really believe in yourstory, and you believe that it's right for a particular mediaoutlet, you need to fight to make it happen. Call or e-mail theeditor to pitch your story BEFORE sending the release. If oneeditor says no, try somebody else. If they all say no, come backat them with a different story angle. Getting publicity involves so much more than just sending out apress release. Treat it as seriously and with as much respect asour newly minted rock star treats his craft and you'll be well onyour way to success. Bill Stoller, the "Publicity Insider", has spent two decades asone of America's top publicists. Now, through his website, eZineand subscription newsletter, Free Publicity: The Newsletter forPR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill's exclusive new site:http://www.PublicityInsider.com
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