Exposing the Biggest News Release Myth

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In this publicity entitled, “Custom Sapphire Optics,” we’re telling a story by emphasizing clarity with a creative photograph. It is not coincidental that we used a kitten as a prop since kittens are one of the most viewed and shared photos on the internet.

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!

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© 2017 Steven M. Stroum (with permission to share)

Steve Stroum

Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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