Hinrichsen Joseph

An artist stays years honing his craft. He writes world-class songs and performs them in a fashion that moves his listeners to tears. He documents a demo tape and sends it to record labels. He gets a deal and becomes rich, famous and admired.

The lesson: demonstration videos are the secret to become a famous musician.

Wait, you say, the demo tape was just a tool, just his method of conveying his skill. It is his power as an artist that got him the agreement and made him famous.

You are right, obviously. H-e might have become just as popular if a record executive found him personally, or found out about him from a friend, or as a result of a number of other activities.

Which brings us to the news release.

Somehow, the news release has brought on a reputation while the alpha and omega of advertising. Get new information on our affiliated essay - Click here: timothy bilecki. Wanna become rich? Send out a news release. Want to become popular? Press release. Want to get on the cover of Newsweek? News release.

Coverage 'gurus' are springing up all online offering the press release while the solution to all advertising problems. Only knock out a launch, large email it to writers, 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 rating free press than the demo tape was to the artist friend. If he had no ability, if his songs sounded like garbage, the most effective recorded demo tape on earth wouldn't get him signed. Ditto for the publicity seeker. If you do not have a tale to tell, your news release is absolutely useless.

I am perhaps not knocking the pr release -- it's a vital instrument. Nevertheless it is merely that: an instrument. It's perhaps not the very first thing you need to think about when it comes time to find publicity. In fact, it is one of the last. And it is not even absolutely necessary (I've gotten plenty of advertising with only a pitch letter, a fast e-mail or a call).

If you worship at the shrine of the news release, it's time to change your priorities. Here, then, are the things that are MORE essential than the usual news release in building publicity:

1. A story. This is actually the exact carbon copy of our musician's skill. It is the basis for your advertising eff