As a product publicist I’m creating a story. A visual story backed by concise copy to stimulate the interest of an editor or web host to publish it for their readers. I’m crafting messages to achieve specific marketing goals. They include branding your company as a problem solver, widespread exposure, generating specific types of sales leads, driving website traffic, optimizing organic search results, test marketing, attracting OEMs or distributors, supporting distributors and sales reps or something else. “A picture is worth a thousand words.”
The myth I’m exposing is: Publicity is about writing. That is like saying “selling is about talking!” Publicity is about ideas and how they are presented. Figuring out what will appeal to editors and, therefore, generate exposure for your products and company is what effective publicity is all about. If an editor or web content selector doesn’t like your news release, then your customer will never see it.
People who write news releases and think the writing is most important, just don’t get it. They’re often the ones who think buying distribution on the web is really publicity which it clearly isn’t. Getting publicity is no more about writing then selling is about talking. That is the biggest news release myth!
© 2017 Steven M. Stroum (with permission to share)