Ayala Gould

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

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

Wait, you say, the demo tape was just a tool, just his method of transferring his skill. It is his capacity as an artist that got him the contract and made him popular.

You are right, obviously. H-e may have become just as famous if a record executive saw him face-to-face, or found out about him from a friend, or as a result of a number of other events.

Which brings us to the press release.

Somehow, the press release has taken on a magical status because the alpha and omega of coverage. Want to become rich? Send out a press release. Want to become popular? News release. Wanna get o-n the cover of Newsweek? News release.

Advertising 'gurus' are springing up all on the internet selling the press release because the solution to all marketing ills. Only knock-out a release, mass email it to journalists, relax and watch for Oprah to call.

It is a cruel joke.

Here is the reality: the news release is no longer important to your potential of rating free advertising than the test tape was to our artist friend. If he'd no skill, if his songs sounded like trash, the most effective recorded demo tape on earth would not get him signed. Ditto for the publicity seeker. Clicking GoMobile Solutions Damien Zamora Endorses Press Advantage perhaps provides cautions you can tell your uncle. If you don't have an account to tell, your news release is totally worthless.

I am perhaps not knocking the press release -- it's a significant resource. But it is merely that: something. It is perhaps not the first thing you need to consider when it comes time to get promotion. In reality, it is one of the last. And it's not really absolutely necessary (I've 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 news release, it is time and energy to rearrange your priorities. Here, then, are what are MORE impor-tant than the usual news release in making publicity:

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