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Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class
songs and performs them in a manner that moves his listeners to
tears. He records a demo tape and sends it to record labels. He
gets a contract and becomes rich, famous and adored.

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
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. Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, through his website, eZine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill's exclusive new site: http://www.PublicityInsider.com

 

Ezine Article Submission - Submit Your Best Articles For Massive ...
EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites.
ezinearticles.com
 
The Ezine Directory
The Ezine Directory lists thousands of the best email newsletters available on the internet today. Search, browse, or add your ezine for free!
www.ezine-dir.com
 
e-zine-list: John Labovitz's e-zine-list
I also wrote "Five years and counting," a longer article for Art-bin about the history of e-zines and the e-zine-list. Finally, for the real Internet ...
www.meer.net
 
BME: Body Modification Ezine - The biggest and best online bod-mod ...
Comprehensive resource on piercing, tattoos, scarification, subincision, castration and all other forms of body modification.
www.bmezine.com
 
Ezine Publishers & Email Marketers Promote Their New Email ...
Submit Your Ezine To New-List For Massive Free Exposure - Grow Your Ezine - Ezine Marketing Made Easy By New-List.com.
new-list.com
 
Ezine - Wikipedia, the free encyclopedia
Ezines are typically tightly focused on a subject area. ... CULT OF THE DEAD COW claims to have published the first ezine, starting in 1984, with its ezine ...
en.wikipedia.org
 
News & Ezine Strategies For Email Newsletter Publishers ...
EmailUniverse, The E-mail List-Owner Resource Network is an excellent source for today's Email List Owners, Managers, and Editors.
emailuniverse.com
 
Best Ezines - Email Newsletter Peer Reviews & Ezine Awards For ...
Email Newsletter Publishing Award Site: Fellow Ezine Publishers Review The Best Email Newsletters.
www.bestezines.com
 
Ezine Directory
Home | Sign-up for your Free listing | Link to us Code | TOP 100 Ezines. CATEGORIES ... ezine directory. link exchange with us ...
www.ezinelisting.com
 
Browser based email list management, ezine hosting, and campaign ...
Browser based email list management, ezine hosting, and campaign software. Keep in constant contact with clients and potential customers.
www.ezinedirector.com
 
Splendid E-zine
Splendid: Daily music reviews, articles, interviews and more.
www.splendidezine.com
 
OS/2 e-Zine - The Best OS/2 Reading Anywhere!
Monthly magazine with reviews, articles, and discussion forums.
www.os2ezine.com
 
E-ZineZ - The Handbook of Ezine Publishing
An ezine directory, free ezine builder tool, ezine tutorials including everything you need to know to start publishing an ezine or email newsletter.
www.e-zinez.com
 
EzineUniversity - Free Online Training for Ezine Publishers
EzineUniversity provides provides information, tools and products for ezine publishers. Featuring EzineUniversity Journal, EZU Tutor and FREE online ...
www.ezineuniversity.com
 
Ezines
E-zines directory with categories of free ezines, newsletters, email magazines and online publications.
www.web-source.net
 
My Favorite Ezines - The Family Friendly Ezine and Email ...
The best family friendly ezine and email newsletter directory providing education - motivation - inspiration and marketing support.
www.myfavoriteezines.com
 
Tattoos.Com Ezine Front Page
Historical information from the tribal art of Borneo to the wood block prints of Japan. Alphabetical listing of studios around the world, events, ...
tattoos.com
 
Welcome To Ezine.Com!
Welcome To Ezine.Com! Welcome Page For Ezine.Com ezine online magazine electronic magazine zine e-zine ezines eziner ezining.
www.ezine.com
 
Ezine Information
What makes your ezine hot stuff? With literally thousands of ezines online ... We all have ezines that we love to read and learn from but that doesn't mean ...
www.dtguide.com
 
Asian American Movement Ezine
Asian American Movement Ezine is a radical and progressive zine on Asian American politics, art, history and culture.
www.aamovement.net
 
 

 
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  • how to create your ezine ad campaign part 1 evaluating ezines

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

  • how to promote your small business without spending a fortune

  • how to promote your web site by writing articles

  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

  • how to publish your own highly demand ezine

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  • how to test your ads in ezines before you spend a dime

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  • how to turn a hamburger into a profitable business

  • how to use articles to boost your online presence

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  • how to use ezines to make sales

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • how well do you know your prospects take this 10 point quiz to find out

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  • hunting for niches

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  • if your sales need a shot of adrenaline maybe your easy street needs a bump

  • if you want to submit your urls to ffa pages

  • importance of marketing offline

  • improve email deliverability 15 tips for successful email marketing

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  • im not sexy

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  • increase your book sales when a book for sale is no longer a book for sale

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  • index

  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

  • insights to advertising

  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

  • internet advertising options

  • internet business doomed by grand theft

  • internet marketing avoid blind sheep mentality

  • internet marketing idea publish an ezine

  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

  • internet marketing success the easy way

  • internet promotion ezines

  • internet promotion off line site promotion

  • internet success is it only a dream

  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

  • interviews with successful ezine publishers jan wallen

  • interviews with successful ezine publishers pamela geiss

  • interviews with successful ezine publishers paul becker

  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

  • interviews with well known ezine writers 3 shelley lowery

  • interview with an ezine marketing pro alexandria k brown

  • interview with ezine publisher terry telford

  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

  • is ezine advertising still worth

  • is internet classified advertising dead

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  • is running a membership site right for you

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  • is there a spy in your computer

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  • its time for show and sell

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  • its up to you

  • it pays to ask listen and then act

  • ive got an article to submit now what do i do with it 6 tips

  • i dont want to publish my own ezine thats my final answer

  • i want my ad in now not later

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  • i want to be an online marketer

  • i want to do an ezine part 1 what is an ezine

  • i want to do an ezine part 2 how do i start

  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

  • joint venture 101 the quickest way to build your ebusiness

  • joint venture 101 the quickest way to build your ebusiness part 1

  • join me im a failure too

  • jump starting a new ezine

  • just give them what they want

  • just one small slice of media publicity

  • kaizen in online marketing

  • keeping your sub affiliates from quitting

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  • keep winning those customers that youve already won

  • key your internet ads

  • knock knock aka internet marketing application for non internet businesses

  • know these five audiences to write a top selling book

  • know thyself and thy business

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  • list host nightmares

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  • little guys and big guys

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  • little red riding hood went walking in the ezine woods alone

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  • loose as in goose

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  • low budget advertising top 10 list

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  • mail orders success guide

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  • making money with niche products

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  • mama i aint spending another dime

  • marketing

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  • marketing a professional practice free by writing

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  • marketing basics gather it all up

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  • merchandising on the web and off

  • mind set that helps you get new clients

  • mini persuaders six steps to successful classified ads

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  • misspelled words make you money

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  • mlm success the true cost of not taking action in your home business

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  • most commonly asked questions about ezine publishing

  • most effective and most inexpensive ad

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  • mr geez is back in business wanna know how

  • my cybernet life story the life and trials of an internet junkie

  • my dumbest marketing blunder and how you can avoid it

  • my experiences of internet marketing with no knowledge and a very limited budget

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  • networked markets are democratic structured markets are republican

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  • net marketing a passion or an obsession

  • newbies guide to writing and submitting ezine articles

  • newsletters a great way to build business relationships

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  • new ideas for using autoresponders to supercharge your marketing efforts and create powerful customer relations

  • new the nets 1st and 100 automatic ezinebroadcasting service

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  • niche marketing finding jv partners

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  • niche markets and mini sites profits the war has begun

  • nine power words to punch up your ads

  • not all vinyl banners are created equal

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  • not sure if your online advertisement is working

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  • novice increases web traffic building a substanial business

  • no marketing budget no problem

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  • no web site required an easy profitable e mail marketing tactic for offline businesses

  • offer a free download or report to your visitors

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  • offline advertising tips

  • offline marketing part 1 drawings

  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

  • oh the tangled webs we weave when we forget what to practice

  • ok people lets get real

  • old and new contents for your ezines newsletter

  • one american city defies the rule

  • one hour marketing solution

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  • online marketing five fun ideas that increase traffic

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  • online promotion beats traditional seven one part 2

  • on your honor 3 steps to building the e trust factor

  • open the door to more business with your ideas

  • opt in email and ezine advertising still more effective than rss blogs and ppc

  • organize for creativity

  • part 1 easy steps to creating your very own ezine

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • pitching tips to land major media placements

  • planning and creating your e zines content

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  • politicians are like car sales people

  • popping up for profitable results

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

  • postcard marketing your small business

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  • push vs pull advertising

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