Post Boyer

A musician spends years honing his craft. H-e writes world-class songs and performs 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 contract and becomes rich, famous and adored.

The lesson: test videos will be the secret to become a famous artist.

Wait, you say, the demo tape was just a tool, just his means of conveying his ability. It is his capacity as an artist that got him the contract and made him famous. Learn additional information on our favorite partner link - Click here: discount fast & furious.

You're right, of course. He could have become just like famous if a record executive saw him face-to-face, or heard about him from a friend, or as a result of a number of other activities.

Which brings us to the news release.

Somehow, the press release has taken o-n a reputation because the alpha and omega of promotion. Want to become rich? Send out a news release. Want to become famous? Press release. Wanna get on the cover of Newsweek? Press release.

Publicity 'gurus' are springing up all online offering the press release as the answer to all marketing ills. Just knock-out a release, mass email it to journalists, sit back and await Oprah to call.

It is a cruel joke.

Here is the reality: the press release is no more important to your potential of rating free publicity than the demo tape was to our artist friend. If he had no talent, if his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed. Best Fast Furious includes more about how to flirt with it. Ditto for the publicity seeker. If you do not have an account to tell, your press release is absolutely worthless.

I am not knocking the news release -- it is an important instrument. Nevertheless it is just that: an instrument. It's perhaps not the very first thing you will need to think of when it comes time to get publicity. In-fact, it's one of the last. And it is not even absolutely necessary (I have gotten lots of publicity with merely a pitch letter, an instant e-mail or a phone call).

In the event that you worship at the shrine of the press release, it's time and energy to change your priorities. Here, then, are things that are MORE i