Hougaard Jenkins

A musician spends years honing his craft. H-e writes world-class songs and performs them in a manner 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: demo tapes would be the secret of becoming a famous musician.

Wait, you say, the demo tape was just an instrument, just his means of conveying his expertise. It's his capacity as an artist that got him the agreement and made him popular. Discover more on patent pending by navigating to our dynamite site.

You are right, obviously. He may 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 variety of other events.

Which brings us to the news release.

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

Press 'gurus' are springing up all online touting the news release as the solution to all marketing ills. Just knock out a launch, mass email it to editors, sit back and watch for Oprah to call.

It's a cruel joke.

Listed here is the reality: the press release is no more important to your potential of rating free press than the test tape was to your artist friend. If he'd no skill, if his songs sounded like waste, the very best recorded test tape in the world would not get him signed. Ditto for the publicity seeker. Unless you have a tale to tell, your news release is utterly worthless.

I am maybe not knocking the news release -- it is a significant tool. However it is merely that: an instrument. It is maybe not the first thing you'll need to consider when it comes time to find promotion. The truth is, it's one of the last. And it is not even absolutely necessary (I've gotten plenty of advertising with just a pitch letter, a fast e-mail or a telephone call).

In the event that you worship at the shrine of the news release, it is time to change your priorities. Here, then, are what are MORE essential than the usual news release in making publicity:

1. A story. This is actually the equivalent of our musician's ability. It is the very foundation for the advert