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.
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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.
About the Author:
Bill Stoller is the founder and publisher of Free Publicity, The
Newsletter For PR Hungry Businesses. A twenty year public relations
veteran, Bill teaches entrepreneurs and small businesses how to achieve
maximum publicity with minimal investment. For free articles, tips and
insider secrets about getting publicity, visit Bill's home on the web at
http://www.publicityinsider.com
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