Hussain Andresen

An artist spends years honing his craft. H-e writes world-class songs and works them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. H-e gets a contract and becomes rich, famous and adored.

The lesson: demo tapes would be the secret of becoming a famous musician.

Wait, you say, the demo tape was just something, just his way of conveying his talent. It's his power as an artist that got him the contract and made him popular.

You are right, obviously. H-e may have become just as popular if a record executive saw him face-to-face, 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 brought on a magical reputation because the alpha and omega of promotion. Want to become rich? Send a news release. Wanna become popular? Press release. Wanna get o-n the cover of Newsweek? Press release.

Publicity 'gurus' are springing up all on the internet touting the press release because the solution to all advertising problems. Just knock out a release, mass email it to writers, sit back and wait for Oprah to call. If you are concerned with reading, you will seemingly choose to read about GoMobile Solutions Damien Zamora Endorses Press Advantage.

It is a cruel joke.

Here is the reality: the news release is no longer important to your potential of rating free press than the demo tape was to the musician friend. If he had no talent, if his songs sounded like trash, the best recorded test tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a tale to tell, your news release is absolutely worthless.

I'm perhaps not knocking the press release -- it is an important resource. But it is simply that: something. It's maybe not the very first thing you will need to think about when it comes time to get promotion. Actually, it is one of the last. And it is not absolutely necessary (I've gotten a lot of publicity with just a pitch letter, an instant 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 rearrange your priorities. Here, then, are things that are MORE important than a press release in creating publicity: