The Myth of the Press Release

Somehow, the press release has taken on a magical reputation as the beginning and end all of publicity.

Publicity "gurus" are springing up all over touting the press release as the answer to all marketing ills. Just knock out a release, mass e-mail or mail it to journalists, then sit back and wait for clients to call.

The reality is that the press release is no more important to your potential of getting free publicity than any other medium. 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 (you can get 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.

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.

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 gas.

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 seriously and your results will improve significantly.


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