Martensen Juul

An artist stays years honing his craft. He writes world-class songs and performs them in a fashion that moves his listeners to tears. H-e documents a demo tape and sends it to record labels. H-e gets a contract and becomes rich, famous and adored.

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

Wait, you say, the demo tape was just something, just his method of transferring his talent. It's his capacity as a musician that got him the contract and made him famous.

You're right, of course. He could have become just like famous if a record executive found him in person, or found out about him from a friend, or as a result of a variety of other activities.

Which brings us to the news release.

Somehow, the news release has brought on a magical reputation as the alpha and omega of coverage. Wanna become rich? Distribute a press release. Wanna become popular? News release. Want to get o-n the cover of Newsweek? Press release.

Promotion 'gurus' are springing up all over the Internet selling the press release since the answer to all marketing problems. Just knock out a release, mass email it to writers, relax and await Oprah to call.

It is a cruel joke.

Here is the reality: the news release is no more important to your potential of rating free advertising than the demo tape was to our artist friend. If he had no skill, if his songs sounded like waste, the very best recorded demo tape on earth would not get him signed. Ditto for the publicity seeker. Unless you have a tale to tell, your press release is totally useless.

I am not knocking the press release -- it's a vital resource. Nevertheless it is merely that: something. It is perhaps not the very first thing you'll need to think about when it comes time to find promotion. In-fact, it's one of the last. Get new resources on the affiliated paper - Navigate to this website: http://finance.minyanville.com/minyanville/news/read/29347299/gomobile_solutions_damien_zamora_endorses_press_advantage. And it is not really absolutely necessary (I've gotten lots of advertising with merely a pitch letter, a fast e-mail or perhaps a telephone call).

In the event that you worship at the shrine of the news release, it's time to rearrange your priorities. Here, then, a