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.
About The Author:
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 
