Head Barton

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

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

Wait, you say, the demo tape was just an instrument, just his way of transferring his talent. It is his power as an artist that got him the agreement and made him popular.

You're right, needless to say. He could have become just as popular if a record executive found 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 press release.

Somehow, the press release has taken o-n a status while the alpha and omega of advertising. Wanna become rich? Send out a news release. Wanna become famous? Press release. Wanna get o-n the cover of Newsweek? News release. We discovered http://www.kswo.com/story/28193211/gomobile-solutions-damien-zamora-endorses-press-advantage by browsing Google Books.

Publicity 'gurus' are springing up all online touting the news release while the solution to all advertising problems. Only knock out a launch, mass email it to writers, sit back and watch for Oprah to call.

It is a cruel joke.

Here's the reality: the press release is no more important to your potential of scoring free press than the test tape was to our musician friend. If he had no ability, if his songs sounded like trash, the best recorded test tape in the world would not get him signed. Ditto for the publicity seeker. Unless you have an account to tell, your press release is totally useless.

I am maybe not knocking the pr release -- it's a vital resource. However it is simply that: a tool. It's maybe not the first thing you'll need to take into consideration when it comes time to find promotion. In fact, it is among the last. And it is not even absolutely necessary (I've gotten a lot of publicity with merely a pitch letter, a fast e-mail or a call).

If you worship at the shrine of the press release, it's time to change your priorities. Identify extra resources about http://markets.t