Rivers Geisler

A musician uses years honing his craft. H-e writes world-class songs and works them in a way that moves his listeners to tears. H-e records a demo tape and sends it to record labels. He gets a deal and becomes rich, famous and admired.

The lesson: test videos are the secret of becoming a famous artist.

Wait, you say, the test tape was just a tool, just his way of promoting his expertise. It's his capacity as an artist that got him the agreement and made him popular.

You are right, obviously. He might have become just as famous if a record executive saw him face-to-face, or learned about him from a friend, or as a result of a variety of other events. I learned about army court martial attorney by browsing books in the library.

Which brings us to the press release.

Somehow, the press release has taken o-n a status while the alpha and omega of coverage. Want to become rich? Distribute a press release. Wanna become popular? Press release. Wanna get o-n the cover of Newsweek? Press release.

Advertising 'gurus' are springing up all over the Internet offering the news release since the answer to all advertising ills. Only knock-out a launch, mass e-mail it to journalists, 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 scoring free press than the demo tape was to your musician friend. If he had no ability, if his songs sounded like garbage, the most effective recorded test tape on earth wouldn't get him signed. Visiting address certainly provides aids you should give to your uncle. Ditto for the publicity seeker. Learn more on our favorite related site by clicking military attorney. Unless you have a tale to tell, your press release is totally worthless.

I'm maybe not knocking the press release -- it is an essential tool. However it is merely that: an instrument. It is perhaps not the very first thing you'll need to think of when it comes time to find promotion. Actually, it is one of the last. And it is not essential (I've gotten lots of advertising with just a pitch letter, a quick e-mail or perhaps a phone call).