A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored.
The lesson: demo tapes are the secret of becoming a famous musician.
Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got him the contract and made him famous.
You're right, of course. He could 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 variety of other events.
Which brings us to the press release.
Somehow, the press release 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 cover of Newsweek? Press release.
Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back 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 publicity than the demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage, the best recorded demo 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 utterly worthless.
I'm not knocking the press release -- it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten 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 to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop 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 to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen.
4. Persistence. Sending out a press release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen. Call or e-mail the editor to pitch your story BEFORE sending the release. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle.
Getting publicity involves so much more than just sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success.
Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-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
How cool is this? You're a business, non-profit or association... Read More
Media kits include a combination of information whether created for... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
What do you do with junk mail? Are you like... Read More
You have a story to tell. Your company has developed... Read More
Have you ever gotten one of those letters from your... Read More
What may be the more appropriate question is: What makes... Read More
If your key ? that's KEY ? outside audiences don't... Read More
Publicity will take your financial planning practice, your business, and... Read More
Last month, we told you about "pay for play," a... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Who wants to face the challenges of a business recovery... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
As a business, non-profit or association manager, let the tacticians... Read More
The toughest thing about writing a news release is getting... Read More
To get someone's name in the newspaper or a product... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
Did you Know That Even TV Remote Control Units... Read More
Do you have a great idea for a story, but... Read More
When outside audiences important to your operation do not understand... Read More
A new public relations blueprint could be a good idea... Read More
Aren't you tired of hearing how extremely easy it is... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Strong for business, non-profit and association managers when they use... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
There are all kinds of smart moves professionals can make... Read More
It is virtually impossible to succeed professionally and personally without... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
1) Package your story. Two critical elements will help you... Read More
Although, as a business, non-profit or association manager, you may... Read More
Every reporter, from the cub at the small town paper... Read More
Got a huge need for publicity and a tiny publicity... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
I got the latest issue of Internet Works in the... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
Publicity is an important and often overlooked tool of creative... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
?makes the rules, of course.But when the gold takes the... Read More
Just happens to be public relations activity that alters individual... Read More
The real public relations geniuses might be managers. You know,... Read More
You have a story to tell. Your company has developed... Read More
Done right, it delivers the key, target audience behaviors you... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Yes, that's what public relations really is when it tracks... Read More
Public Relations |