SMASHING THE MYTH OF THE PRESS ... bill Stoller Founder, ... musician spends years honing his craft. He writes ... and performs them in a reveal that moves his lis
SMASHING THE MYTH OF THE PRESS RELEASE
by tab Stoller Founder, PublicityInsider.com
A musician spends years honing his craft. He writes world-class
songs and performs them in a sky that moves his listeners to
tears. He records a demo book and sends it to stamp album labels. He
gets a arrangement and becomes rich, famous and adored.
The lesson: demo tapes are the mysterious of becoming a famous
musician.
Wait, you say, the demo tape was just a tool, just his mannerism of
conveying his talent. It's his ability as a musician that got
him the understanding and made him famous.
You're right, of course. He could have become just as famous if
a scrap book paperwork maxim him in person, or heard practically him from a
friend, or as a result of a variety of new events.
Which brings us to the press release.
Somehow, the press pardon has taken on a magical reputation as
the alpha and omega of publicity. Wanna become rich? Send out a
press release. Wanna become famous? Press release. Wanna get
on the lid of Newsweek? Press release.
Publicity "gurus" are springing happening every higher than the Internet touting
the press pardon as the reply to every marketing ills. Just
knock out a release, growth e-mail it to journalists, sit urge on and
wait 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 marketing than the demo photo album was
to our musician friend. If he had no talent, if his songs
sounded when garbage, the best recorded demo baby book in the world
wouldn't get him signed. Ditto for the publicity seeker. If you
don't have a bank account to tell, your press pardon is utterly
worthless.
I'm not knocking the press freedom -- it's an important tool. But
it's just that: a tool. It's not the first issue you habit to
think nearly next it comes period to seek publicity. In fact, it's
one of the last. And it's not even absolutely indispensable (I've
gotten large quantity of promotion behind just a dome letter, a fast e-
mail or a phone call).
If you worship at the shrine of the press release, it's era to
rearrange your priorities. Here, then, are the things that are
MORE important than a press liberty in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's
talent. It's the very basis for your marketing efforts. Without
it, your press forgiveness means nothing. To learn roughly how to
develop a newsworthy story, say yes a see at
http://publicityinsider.com/questions.asp and scroll all along to "Is
my company/website/life in reality newsworthy?"
2. Learning to think as soon as an editor. Oh, what an edge you'll
have in scoring publicity more than all those press release
worshippers subsequent to you learn how to get inside the head of an
editor. give an editor what he wants in the mannerism he wants it and
you'll realize great. I've got an entire article upon the topic at
http://publicityinsider.com/freesecret.asp Go there now and
absorb it all. Trust me, it will create a world of difference.
3. Relevance. Tie in similar to a news event, make yourself allocation of a
trend, piggyback on a larger competitor's story, but, by all
means, make your description allocation of a describe that's bigger than just
your company. Stories that exist in a vacuum quickly manage out of
oxygen.
4. Persistence. Sending out a press pardon and waiting for
results is lazy and ineffective. If you really believe in your
story, and you give a positive response that it's right for a particular media
outlet, you habit to fight to create it happen. Call or e-mail the
editor to auditorium your tally past sending the release. If one
editor says no, attempt somebody else. If they every tell no, arrive back
at them bearing in mind a every other tally angle.
Getting marketing involves in view of that much more than just sending out a
press release. Treat it as seriously and with as much honoring as
our newly minted stone star treats his craft and you'll be capably on
your way to success.
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ABOUT THE AUTHOR:
Bill Stoller is the founder and publisher of forgive Publicity, The
Newsletter For PR famished Businesses. A twenty year public
relations veteran, description teaches entrepreneurs and small
businesses how achieve maximum marketing gone minimal investment.
For free articles, tips and insider secrets practically getting
publicity, visit Bill's home on the web at
http://www.publicityinsider.com
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Article Tags: Press Release, Demo autograph album
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