Striking the Myth of the News Release
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| Description | A musician uses years honing his craft. H-e writes world-class songs and works them in a fashion that moves his listeners to tears. Browsing To http://wkrn.membercenter.worldnow.com/story/29322057/dancecrazycom-teaches-beginners-how-to-waltz-with-their-latest-dvd-release likely provides lessons you might tell your dad. He records a demo tape and sends it to record labels. H-e gets a deal and becomes rich, famous and admired. The lesson: demo tapes would be the secret of becoming a famous musician. Wait, you say, the test tape was just something, just his means of conveying his ability. It is his capacity as a musician that got him the contract and made him famous. You're right, needless to say. H-e could have become just as famous if a record executive found him face-to-face, or heard about him from a friend, or as a result of a number of other events. Which brings us to the press release. Somehow, the press release has brought o-n a magical status because the alpha and omega of publicity. Wanna become rich? Send a news release. Wanna become famous? Press release. Wanna get o-n the cover of Newsweek? News release. Press 'gurus' are springing up all on the internet touting the press release as the answer to all advertising problems. Just knock out a launch, mass email it to writers, relax and watch for Oprah to call. It's a cruel joke. Here's the reality: the press release is no more important to your potential of scoring free press than the demo tape was to the artist friend. If he'd no talent, if his songs sounded like garbage, the best recorded test tape in the world would not get him signed. Ditto for the publicity seeker. If you do not have an account to tell, your press release is totally useless. I am not knocking the news release -- it is a crucial instrument. But it is just that: a tool. It's not the very first thing you need to consider when it comes time to get promotion. The truth is, it's one of the last. To compare more, please consider taking a look at: Dancecrazy.com Teaches Beginners How To Waltz With Their Latest DVD Release. And it's not even absolutely necessary (I have gotten lots of publicity with only a pitch letter, an instant e-mail or perhaps a phone call). If you worship at the shrine of the news release, it is time and energy to change your priorities. Here, then, are the things that are MORE important than the usual news release in creating publicity: 1. A story. This is the equivalent of our musician's talent. It's the basis for your advertising efforts. Without it, your news release means nothing. To understand about how you can create a newsworthy story, take a peek at http://publicityinsider.com/questions.asp and scroll all the way down to 'Is my company/website/life really newsworthy'? 2. My father learned about Dancecrazy.com Teaches Beginners How To Waltz With Their Latest DVD Release by searching webpages. Learning how to think like an editor. Oh, what an advantage you'll have in score promotion overall these news release worshippers once you learn ways to get inside the head of a publisher. Discover further on an affiliated URL - Navigate to this web site: http://www.statejournal.com/story/29322057/dancecrazycom-teaches-beginners-how-to-waltz-with-their-latest-dvd-release. Provide a manager what he wants in how he wants it and you'll do good. I have got a whole article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb everything. Trust in me, it'll produce a world of difference. 3. Significance. Tie-in with a news event, make your-self part of a trend, piggy-back o-n a more substantial competitor's story, but, by all means, make your story part of the image that's greater than your company. Reports which exist in a vacuum quickly run-out of air. 4. Determination. Sending out a news release and awaiting results is sluggish and ineffective. If you really believe in your story, and you believe that it's right for a specific media outlet, you need to fight to make it happen. Call or email the publisher to pitch your story BEFORE sending the launch. If one editor says no, take to someone else. When they all say no, come back at them with another story angle. Getting coverage requires a lot more than just giving 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 be well on the road to success.. |
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