Marks Overby

An artist uses years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. H-e documents a demo tape and sends it to record labels. H-e gets a deal and becomes rich, popular and adored.

The lesson: test tapes would be the secret to become a famous artist.

Wait, you say, the demo tape was just an instrument, just his method of conveying his ability. It's his capacity as an artist that got him the agreement and made him famous.

You're right, needless to say. H-e may have become just as popular 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. Get more on this related web page by visiting http://markets.tnj.com/tnj/news/read/29347299/gomobile_solutions_damien_zamora_endorses_press_advantage.

Somehow, the news release has brought on a status because the alpha and omega of coverage. Want to become rich? Send a press release. Wanna become popular? Press release. Want to get o-n the cover of Newsweek? Press release.

Press 'gurus' are springing up all on the internet offering the news release because the answer to all advertising ills. Just knock out a release, mass e-mail it to writers, relax and wait for Oprah to call.

It's a cruel joke.

Listed here is the reality: the press release is no more important to your potential of rating free advertising than the demo tape was to your artist friend. If he'd no ability, if his songs sounded like trash, the best recorded test tape in the world would not get him signed. Ditto for the publicity seeker. If you don't have a tale to tell, your news release is absolutely useless.

I'm not knocking the pr release -- it's a crucial resource. Nonetheless it is merely that: an instrument. It is not the very first thing you will need to consider when it comes time to get promotion. Actually, it is among the last. And it's not even absolutely necessary (I've gotten lots of advertising with merely a pitch letter, a quick e-mail or perhaps a phone call).

In the event that you worship at the shrine of the news release, it's time and energy to change your priorities. To research more, consider checking out: