Smashing the Myth of the Press Release

Smashing the Myth of the Press Release



by Bill Stoller, Publisher

Free Publicity, The Newsletter for PR-Hungry Businesses

http://www.PublicityInsider.com/freepub.asp





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.



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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