A musician stays years honing his craft. H-e writes world-class songs and performs them in a way 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 admired.
The lesson: test videos are the secret to become a famous musician.
Wait, you say, the demo tape was just an instrument, just his method of promoting his skill. It's his power as a musician that got him the agreement and made him famous. Browse here at the link partner site to discover the meaning behind it.
You are right, of course. H-e might have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a number of other activities.
Which brings us to the news release.
Somehow, the press release has taken o-n a magical reputation while the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become popular? News release. Wanna get on the cover of Newsweek? News release.
Publicity 'gurus' are springing up all on the internet selling the news release because the answer to all advertising problems. Just knock out a release, large e-mail it to journalists, relax and watch for Oprah to call.
It is a cruel joke.
Here's the reality: the news release is no longer important to your potential of scoring free press than the demo tape was to our musician friend. If he had no talent, if his songs sounded like waste, the very best recorded test tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is absolutely worthless.
I am not knocking the press release -- it is an essential resource. However it is simply that: a tool. It is not the 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's not absolutely necessary (I have gotten plenty of publicity with merely a pitch letter, an instant e-mail or a phone call).
In the event that you worship at the shrine of the press release, it's time and energy to rearrange your priorities. Here, then, are things that are MORE important than a press release in producing publicity:
1. A newsworthy story. This is the exact carbon copy of our musician's expertise. It's the very foundation for your promotion efforts. Without it, your press release means nothing. To understand about how to 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 like an publisher. To discover additional info, consider having a gander at: navy court martial lawyer. Oh, what an advantage you'll have in scoring coverage overall these pr release worshippers once you understand ways to get in the mind of an editor. 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 all of it. For another way of interpreting this, please check-out: check out article 32 hearing. Believe me, it will create a world of difference.
3. Significance. Tie in with a news event, make your-self part of a development, piggy-back o-n a larger competitor's story, but, by all means, make your story part of the picture that's greater than your business. Stories that you can get in a vacuum quickly come to an end of oxygen.
4. Endurance. Sending out a press release and awaiting results is lazy and in-effective. If you really believe in your story, and you believe that it is right for a particular media outlet, you should fight to make it happen. Call or e-mail the editor to pitch your story BEFORE sending the release. If one editor says no, take to someone else. If they all say no, come back at them with an alternative story angle.
Getting press requires much more than just sending out a press release. Handle it as seriously and with the maximum amount of respect as our newly minted rock star treats his art and you will end up well on your way to success..The Bilecki Law Group, LLLC
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