Wolfe Power

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

The lesson: test tapes would be the secret of becoming a famous artist.

Wait, you say, the test tape was just something, just his method of promoting his talent. It's his capacity as an artist that got him the agreement and made him popular.

You're right, needless to say. He might have become just like popular if a record executive found him in person, or found out about him from a friend, or as a result of a variety of other events.

Which brings us to the news release.

Somehow, the news release has had on a magical status since the alpha and omega of coverage. Wanna become rich? Distribute a press release. Wanna become popular? Press release. Want to get o-n the cover of Newsweek? News release.

Coverage 'gurus' are springing up all on the internet touting the news release as the answer to all marketing ills. Only knock out a release, mass email it to editors, sit back and wait for Oprah to call. This pushing hearing loss encyclopedia has numerous rousing warnings for where to study this belief. If you have an opinion about writing, you will maybe require to explore about hearing loss.

It is a cruel joke.

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

I am not knocking the press release -- it's an essential instrument. However it is just that: an instrument. It is not the very first thing you need to think about when it comes time to seek promotion. Actually, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of advertising with merely a pitch letter, a fast e-mail or perhaps a telephone call).

In the event that you worship at the shrine of the news release, it is time and energy to change your priorities. Here, then, are what