Matzen Grimes

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

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

Wait, you say, the test tape was just a tool, just his method of promoting his talent. It is his power as an artist that got him the contract and made him famous.

You're right, obviously. He could have become just like popular if a record executive found him in person, or heard about him from a friend, or as a result of a number of other activities.

Which brings us to the news release.

Somehow, the news release has brought o-n a magical reputation while the alpha and omega of promotion. My mom discovered fast and furious series by searching webpages. Want to become rich? Send a press release. Want to become popular? News release. Want to get on the cover of Newsweek? Press release.

Promotion 'gurus' are springing up all on the internet offering the press release because the solution to all advertising ills. Navigating To fast furious discussions seemingly provides warnings you could use with your sister. Just knock-out a release, mass e-mail it to writers, sit back and watch for 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 press than the demo tape was to your artist friend. My mom found out about warner brothers by searching books in the library. If he'd no ability, if his songs sounded like trash, the very best recorded test tape on earth wouldn't get him signed. Ditto for the publicity seeker. Unless you have a tale to tell, your press release is absolutely worthless.

I am maybe not knocking the press release -- it is a crucial instrument. However it is merely that: a tool. It is maybe not the first thing you'll need to think of when it comes time to get promotion. In-fact, it's one of the last. And it is not absolutely necessary (I've gotten a lot of advertising with only a pitch letter, an instant e-mail or a phone call).

If you worship at the shrine of the news rele