The artist spends years imitating his art. He writes world-class songs and plays them in a way that makes his listeners cry. He records a demo cassette and sends it to the recording labels. He gets a contract and is rich, famous and served.
Lesson: Demo tapes are the secret to becoming a famous artist. Needless to say, the demo tape was just a tool, his way of transferring his talent. It was his talent as an artist that earned him a contract and made him famous.
You're right, that's right. He could have become famous in the same way if the record holder saw him in person, or heard of him from a friend, or because of various other events. Which brings us to media release. Somehow, media releases have taken on an amazing reputation as alpha and omega advertising.
Want to get rich? Send a report to the media. Want to thunder? Press release. Want to get in the Newsweek cover? Press release. Public "gurus" are growing across the internet, proposing media release as a response to all marketing problems. Just pull out the release, send an email in bulk to reporters, sit down and wait for Oprah to call. It's a cruel joke.
Here's the truth: media releases are less important to your ability to earn free fame than a demo cassette from our artist friend. If he had no talent, if his songs sounded like garbage, the world's best-recorded demo tape would not get him signed. Ditto for advertising. If you do not have a story to tell, your press releases are useless.
I do not knock on the press release - it is an important tool. But that's just it: a tool. It is not the first thing you need to think about when it comes to advertising. In fact, it is one of the last. And it is absolutely unnecessary (I got a lot of attention by pitch letter, instant email or phone call). If you are serving in a sanctuary for media release, it is time to reorganize your priorities.
Here are the things that are VERY more important than the media release in public production:
1. The most important story. This equates to the talent of our artist. It is the very essence of your marketing efforts. Without it, your media release means nothing. To learn more about how to develop a newsworthy story, look at http://publicityinsider.com/questions.asp and scroll down to "Is my company / website / life really news?"
2. Learning to think like an editor. Oh, what a limit you will have in gaining fame over all those worshipers of the press once you have learned to get inside the editor's head. Give the editor what he wants in the way he wants, and he will do well. I have the full article on this subject at http://publicityinsider.com/freesecret.asp, Go there now and get it all. Hopefully, it will make a big difference.
3. Compatibility. In the event of a news event, make it a part of the trend, go back to your competitor’s story, but, anyway, make your story part of a bigger picture than just your company. The news in the vacuum expires quickly.
4. Persistence. Posting a report to the media and waiting for results is lazy and ineffective. If you really believe in your story, and you believe it is right for a particular area of news, you need to fight to make it happen. Call or email the editor to present your story BEFORE submitting a release.
If one editor says no, try another. If they all refuse, go back to them with another story. Gaining fame involves more than just sending a message to the media. Treat it as serious and respectful as our newly formed rock star is mastering his art, and you will be on your way to success.
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