An artist uses years honing his craft. He writes world-class songs and performs them in a fashion that moves his listeners to tears. He documents a demo tape and sends it to record labels. H-e gets a contract and becomes rich, popular and admired.

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

Wait, you say, the demo tape was just a tool, just his means of transferring his skill. It is his ability as an artist that got him the agreement and made him popular.

You're right, of course. H-e might have become just as popular if a record executive saw him in person, or learned about him from a friend, or as a result of a number of other events.

Which brings us to the news release.

Somehow, the press release has had on a status because the alpha and omega of coverage. Wanna become rich? Distribute a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release.

Press 'gurus' are springing up all online selling the press release since the solution to all advertising ills. This tasteful IAMSport use with has several surprising tips for the meaning behind this concept. Only knock-out a launch, large email it to writers, relax and watch for Oprah to call.

It is a cruel joke.

Here's the reality: the press release is no longer important to your potential of scoring free publicity than the test tape was to the artist friend. If he'd no skill, if his songs sounded like trash, the best recorded test tape on earth wouldn't get him signed. Ditto for the publicity seeker. If you don't have a tale to tell, your press release is utterly worthless.

I am maybe not knocking the press release -- it's an important tool. However it is just that: something. It's perhaps not the very first thing you will need to take into consideration when it comes time to get publicity. In fact, it's among the last. And it is not really absolutely necessary (I have gotten a lot of publicity with only a pitch letter, an instant e-mail or a phone call).

If you worship at the shrine of the press release, it is time to change your priorities. Here, then, are what are MORE essential than the usual press release in producing publicity:

1. A story. This is actually the exact carbon copy of our musician's expertise. It is the basis for the advertising efforts. Without it, your press release means nothing. To understand about how to develop a newsworthy story, take a peek at http://publicityinsider.com/questions.asp and scroll all the way down to 'Is my company/website/life really newsworthy'?

2. Dig up more on the affiliated article directory - Hit this hyperlink: this site. Learning to think like an publisher. Be taught more on this partner wiki - Click here: lawyer court martial. Oh, what a side you'll have in scoring press total these press release worshippers once you learn getting inside the mind of an editor. Provide an editor what he wants in the manner he wants it and you'll do good. I've got a whole article on the subject at

http://publicityinsider.com/freesecret.asp Go there now and absorb it all. Trust me, it will create a world of difference.

3. Relevance. Tie-in with a media event, make your-self part of a tendency, piggyback on a more substantial competitor's story, but, by all means, make your story part of the image that's bigger than just your business. Stories that you can get in a vacuum quickly come to an end of oxygen.

4. Persistence. Sending out a news release and looking forward to results is sluggish and ineffective. If you really believe in your history, and you believe that it is right for a particular media outlet, you must fight to make it happen. Call or e-mail the editor to pitch your story BEFORE sending the release. If one editor says no, decide to try someone else. If they all say no, come back at them with a different story perspective.

Getting press involves so much more than just giving out a press release. Handle it as seriously and with the maximum amount of respect as our newly minted rock-star treats his craft and you'll be well on your way to success..Tim Bilecki

737 Bishop Street

Mauka Tower, Suite 1530

Honolulu, HI 96813

(808) 275-4620