Smashing the Myth of the Press Release

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 to Keep PR Working for You

Managers in the non-profit, association and business worlds need to... Read More

The PR And Marketing Expert Has A Smattering Of Knowledge Regarding Nearly Everything And Is Certain

PR, that is public-relations, leads the way to effective advertising;... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Are You Newsworthy?

Non-news professionals often have a hard time understanding why their... Read More

Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know

Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More

PR: Lets Talk Fundamentals

How much more fundamental can you get than this? As... Read More

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Is There a Plumber in the House?

I don't know about you but I get really frustrated... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Speaking to the Press

If you get the hang of speaking to the press... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

There Is No Such Thing as Competition

A wise friend of mine has often said, "There is... Read More

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for... Read More

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

How to Get Some of Paris Hilton?s TV Time

When your book is mentioned on television, sales go up.... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Publicity: Write a Letter to the Editor for Free Publicity

Ever wonder why papers devote a page or more to... Read More