Weiner Buck

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

The lesson: demonstration tapes will be the secret of becoming a famous musician.

Wait, you say, the test tape was just something, just his means of conveying his ability. It's his ability as an artist that got him the agreement and made him famous.

You are right, needless to say. H-e could have become just like 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 activities.

Which brings us to the press release.

Somehow, the press release has had o-n a status while the alpha and omega of promotion. Want to become rich? Send out a press release. Wanna become famous? Press release. Want to get o-n the cover of Newsweek? News release.

Advertising 'gurus' are springing up all online selling the press release while the solution to all marketing problems. Only knock-out a launch, large email it to writers, sit back and wait for Oprah to call.

It's a cruel joke.

Here is the reality: the news release is no more important to your potential of scoring free publicity than the demo tape was to the artist friend. If he had no skill, if his songs sounded like trash, the best recorded demo tape on the planet would not get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your news release is absolutely worthless.

I'm perhaps not knocking the pr release -- it is a significant resource. However it is simply that: a tool. It's perhaps not the first thing you'll need to consider when it comes time to get publicity. In reality, it is one of the last. And it is not really essential (I have gotten a lot of advertising with merely a pitch letter, a fast e-mail or a telephone call).

In the event that you worship at the shrine of the press release, it is time to change your priorities. Here, then, are what are MORE important than a press release in generating publicity:

1. Browse here at cheap holiday packages to research when to think over it. A story. Here is the exact carbon copy of our musician's talent. It is the very foundation for your publicity efforts. Without it, your news releas