Press Releases
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PRESS RELEASES
Did you know that most event press releases are rejected because they are badly written? If you are in the public eye; an artiste or events organiser your profile and advertising is best done with press releases. A press release, especially when accompanied by a photograph carries much more weight than an advertisement.
My press release fees are rarely more than €50; considerably less than the cost of an advertisement. Whilst it is true that there is no absolute guarantee of publication most are. Furthermore they can be sent to several media; you need get only one for returns on your investment. Shrewd clients will add my fee to their performance fee so it is in effect returnable.
PRESS RELEASE ADVANTAGES OVER ADVERTISING
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Editors find it difficult to decline artistes PR if venues are regular or potential advertisers.
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Those booking artistes will often meet or pay the PR costs.
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The PR can be forwarded to multiple media.
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The PR content is yours to modify as you wish.
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Publicity impresses when you are chasing bookings.
PRESS FEATURE
AN ENTERTAINING THOUGHT: PROFILE MICHAEL WALSH
MICHAEL WALSH is a marketing journalist well known for ghost-writing poorly written English. He says it is a fascinating career in which he meets the most interesting people. His main interest lies in the vibrant world of entertainment. As a publicity agent he loves talented artistes and event organisers. He feels they suffer badly from the recession.
Q. Everyone is feeling the pinch. Is there a solution for artistes?
A. Yes; they are extremely talented but their business and marketing skills leave much to be desired.
Q. Many have agents surely; don’t they do that for them?
A. Yes but it isn’t always done well; few of them have a media or marketing background.
Q. In what way are event organisers and artistes vulnerable?
A. Their main weakness is their unwillingness to invest in self promotion. As I explained to a soprano; household name rivals didn’t get to the top because they sing better; they got there because they put more into promoting themselves. No business will thrive unless they get the marketing right.
Q. What are their main weaknesses?
A. Their inability to see cause and effect. I have to explain that their pay is related to the bums their talent puts on seats. Venue managers are not job creation specialists for unemployed entertainers.
Q. You mention their shortcomings on investing. You mean by advertising?
A. Not at all; the venues do that for them but event organisers and entertainers need to help out too.
Q. How do they do that?
A. Let me explain. As an act of charity I provided various artistes and event organisers with press release copy. They were delighted: my publicity typically sold enough seats to bring in an extra €2,000. My good nature abused I suggested I be paid a fraction of that amount for my efforts. It was refused. They now play to empty seats. This attitude is commonplace. They don’t work for free but expect others to.
Q. Can’t they provide their own press releases?
A. Yes, like I can play the guitar! Editors tell me they reject most press releases because they are badly or inappropriately written; photos are poor quality, without captions; missing detail. One tells me she has no time to correct copy. She has a point.
Q. So everyone loses.
A. Of course; the event organisers and artistes, the readers, the news media and of course the under-used publicity agent. That is me.
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