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Casual Articles - Smashing the Myth of the Press Release
Having to wait up to 60 days for commercial customers to pay their invoices can be one of the biggest challenges that owners of small to mid size companies have to face. Waiting to get paid is not usually an issue for well-established companies that have a significant cash cushion in the bank. However, it can seriously affect smaller companies or companies that are going through a significant growth phase.Most owners react to this cash flow problem by going to the bank, hopin
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxy
The best guarantee to offer your direct mail buyer is one that hurts. You, that is. Like you, your potential buyer lives in a rip-off society where merchants sell shoddy products and vendors do not honour their promises.In this kind of selling and buying climate, the best way to increase response rates and encourage repeat business is to offer a guarantee that hurts you but helps your customer. The more you have to lose, and the less your customer has to lose, the better off
The lesson: demo tapes are the secret of becoming a famous musician.
Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got him the contract and made him famous.
You're right, of course. He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events.
Which brings us to the press release.
Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release.
Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call.
It's a cruel joke.
Here's the reality: the press release is no more important to your potential of scoring free publicity than the demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is utterly worthless.
I'm not knocking the press release -- it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e- mail or a phone call).
If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?"
2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxy
As an entrepreneur, one of your greatest challenges is the choice of where to put your advertising and marketing bucks. Who/what/where is my market? How do I reach them? What do I say to excite them? The wrong answers can cost a lot of useless expense and time as you learn this critical field. Many companies have gone under for lack of mastering these efforts.TV COMMERCIALSHave you ever watched a TV commercial and thought to yourself, "Who on
Which brings us to the press release.
Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release.
Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail it to journalists, sit back and wait for Oprah to call.
It's a cruel joke.
Here's the reality: the press release is no more important to your potential of scoring free publicity than the demo tape was to our musician friend. If he had no talent, if his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is utterly worthless.
I'm not knocking the press release -- it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e- mail or a phone call).
If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?"
2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxy
One of the biggest challenges female executives and senior managers will face is returning to work after a break to learn the new role of being a parent. You are just about there and have learnt the art of multi tasking at a level you had never thought was possible when a letter drops through the letter box asking when you are coming back to work. This may be something that horrifies you or delights you and one thing is sure you will have challenges ahead. Some of these challenge
I'm not knocking the press release -- it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick e- mail or a phone call).
If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?"
2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxy
Beyond a doubt, a person has to believe in what they're doing in order to succeed. It starts out in all of us, as little children. We want certain things and in order to get them without the ability to communicate, we either have to point at it or cry, until our parents figure it out.As we grow older, we improve our tactics and learn what makes people respond to our desires. Eventually, we start to think through the process, to avoid rejection, and convince ourselves that ou
If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:
1. A newsworthy story. This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at http://publicityinsider.com/questions.asp and scroll down to "Is my company/website/life really newsworthy?"
2. Learning to think like an editor. Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject at http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will make a world of difference.
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxy
So, there you are, standing outside the hall, listening to the hubbub of voices from within and wishing you were just about anywhere on earth apart from that spot right now. The first few times you go to a networking meeting are pretty nerve-wracking and it helps to go in with a few ideas and a plan for the event. That way, it reduces your stress, makes you more effective, and means that you can feel much more relaxed once you’ve had a little practise.What are your goals? Why
3. Relevance. Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen.
4. Persistence. Sending out a press release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen. Call or e-mail the editor to pitch your story BEFORE sending the release. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle.
Getting publicity involves so much more than just sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success.
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