| A musician spends years honing his craft. He | | | | |
| writes world-class | | | | MORE important than a press release in |
| | | | generating publicity:1. A newsworthy story. |
| songs and performs them in a manner that | | | | This is the equivalent of our musician's |
| moves his listeners to | | | | |
| | | | talent. It's the very basis for your |
| tears. He records a demo tape and sends it | | | | publicity efforts. Without |
| to record labels. He | | | | |
| | | | it, your press release means nothing. To |
| gets a contract and becomes rich, famous and | | | | learn about how to |
| adored.The lesson: demo tapes are the secret | | | | |
| of becoming a famous | | | | develop a newsworthy story, take a look at |
| | | | |
| musician.Wait, you say, the demo tape was | | | | and scroll down to "Is |
| just a tool, just his way of | | | | |
| | | | my company/website/life really |
| conveying his talent. It's his ability as a | | | | newsworthy?"2. Learning to think like an |
| musician that got | | | | editor. Oh, what an edge you'll |
| | | | |
| him the contract and made him famous.You're | | | | have in scoring publicity over all those |
| right, of course. He could have become just | | | | press release |
| as famous if | | | | |
| | | | worshippers once you learn how to get inside |
| a record executive saw him in person, or | | | | the head of an |
| heard about him from a | | | | |
| | | | editor. Give an editor what he wants in the |
| friend, or as a result of a variety of other | | | | way he wants it and |
| events.Which brings us to the press | | | | |
| release.Somehow, the press release has taken | | | | you'll do great. I've got an entire article |
| on a magical reputation as | | | | on the subject at |
| | | | |
| the alpha and omega of publicity. Wanna | | | | Go there now and |
| become rich? Send out a | | | | |
| | | | absorb it all. Trust me, it will make a |
| press release. Wanna become famous? Press | | | | world of difference.3. Relevance. Tie in |
| release. Wanna get | | | | with a news event, make yourself part of a |
| | | | |
| on the cover of Newsweek? Press | | | | trend, piggyback on a larger competitor's |
| release.Publicity "gurus" are springing up | | | | story, but, by all |
| all over the Internet touting | | | | |
| | | | means, make your story part of a picture |
| the press release as the answer to all | | | | that's bigger than just |
| marketing ills. Just | | | | |
| | | | your company. Stories that exist in a vacuum |
| knock out a release, mass e-mail it to | | | | quickly run out of |
| journalists, sit back and | | | | |
| | | | oxygen.4. Persistence. Sending out a press |
| wait for Oprah to call.It's a cruel | | | | release and waiting for |
| joke.Here's the reality: the press release | | | | |
| is no more important to | | | | results is lazy and ineffective. If you |
| | | | really believe in your |
| your potential of scoring free publicity | | | | |
| than the demo tape was | | | | story, and you believe that it's right for a |
| | | | particular media |
| to our musician friend. If he had no | | | | |
| talent, if his songs | | | | outlet, you need to fight to make it happen. |
| | | | Call or e-mail the |
| sounded like garbage, the best recorded demo | | | | |
| tape in the world | | | | editor to pitch your story BEFORE sending |
| | | | the release. If one |
| wouldn't get him signed. Ditto for the | | | | |
| publicity seeker. If you | | | | editor says no, try somebody else. If they |
| | | | all say no, come back |
| don't have a story to tell, your press | | | | |
| release is utterly | | | | at them with a different story angle.Getting |
| | | | publicity involves so much more than just |
| worthless.I'm not knocking the press release | | | | sending out a |
| -- it's an important tool. But | | | | |
| | | | press release. Treat it as seriously and |
| it's just that: a tool. It's not the first | | | | with as much respect as |
| thing you need to | | | | |
| | | | our newly minted rock star treats his craft |
| think about when it comes time to seek | | | | and you'll be well on |
| publicity. In fact, it's | | | | |
| | | | your way to success.Bill Stoller, the |
| one of the last. And it's not even | | | | "Publicity Insider", has spent two decades as |
| absolutely necessary (I've | | | | |
| | | | one of America's top publicists. Now, |
| gotten plenty of publicity with just a pitch | | | | through his website, eZine |
| letter, a quick e- | | | | |
| | | | and subscription newsletter, Free Publicity: |
| mail or a phone call).If you worship at the | | | | The Newsletter for |
| shrine of the press release, it's time to | | | | |
| | | | PR-Hungry Businesses he's sharing -- for |
| rearrange your priorities. Here, then, are | | | | the very first time -- his secrets of scoring |
| the things that are | | | | big publicity. |