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Verner's Blog

Smashing the Myth of the Press Release,

3 '15 Subject: SamualBrowne, Viewed by: 3327
A musician spends years honing his craft. H-e writes world-class songs and performs them in a fashion that moves his listeners to tears. He records a demo tape and sends it to record labels. H-e gets a contract and becomes rich, famous and admired.

The lesson: test videos will be the secret to become a famous musician.

Wait, you say, the demo tape was just an instrument, just his method of transferring his ability. It is his ability as an artist that got him the contract and made him famous.

You are right, obviously. H-e might have become just like popular if a record executive found him personally, or learned about him from a friend, or as a result of a number of other activities. Be taught supplementary information on an affiliated URL by clicking Blog | injurylawyerlxa | Kiwibox Community.

Which brings us to the news release.

Somehow, the press release has brought on a reputation while the alpha and omega of promotion. Wanna become rich? Distribute a news release. Wanna become famous? News release. Want to get o-n the cover of Newsweek? Press release.

Promotion 'gurus' are springing up all on the internet selling the news release since the answer to all marketing problems. Only knock-out a release, mass e-mail it to editors, sit back and await Oprah to call.

It's a cruel joke.

Here is the reality: the press release is no longer important to your potential of scoring free publicity than the test tape was to our musician friend. If he had no ability, if his songs sounded like garbage, the most effective recorded demo tape on the planet would not get him signed. Ditto for the publicity seeker. If you are interested in operations, you will possibly need to learn about visit my website. If you do not have a story to tell, your news release is absolutely worthless.

I'm perhaps not knocking the news release -- it is a crucial instrument. Nonetheless it is just that: something. It's maybe not the very first thing you'll need to think about when it comes time to get promotion. In fact, it's one of the last. And it is not really absolutely necessary (I have gotten lots of publicity with just a pitch letter, an instant e-mail or perhaps a phone call).

In the event that you worship at the shrine of the press release, it's time and energy to change your priorities. Here, then, are things that are MORE essential than a press release in generating publicity:

1. A story. Here is the exact carbon copy of our musician's skill. It is the foundation for your advertising efforts. Without it, your news release means nothing. Visit http://www.sodahead.com//user/profile/4014346/injurylawyeraiyzf/?editMode=true to read the meaning behind it. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll all the way down to 'Is my company/website/life really newsworthy'?

2. Learning to think like an editor. Oh, what a side you'll have in score advertising overall these press release worshippers once you learn how to get inside the mind of a manager. Give a publisher what he wants in the manner 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 it all. Trust in me, it will create a world of difference.

3. Relevance. Tie in with a news event, make yourself part of a pattern, piggyback on a larger competitor's story, but, by all means, make your story part of the image that's larger than just your organization. Experiences that exist in a vacuum quickly run-out of oxygen.

4. Determination. Giving out a press release and looking forward to results is sluggish and in-effective. If you really believe in your story, and you believe that it is right for a specific 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 manager says no, decide to try some other person. If they all say no, return at them with an alternative story perspective.

Getting press involves much more than just giving out a news release. Handle it as seriously and with just as much respect as our newly minted rock star treats his art and you will be well on the road to success..
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