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Bill Stoller's Articles in Marketing

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  • The 10 Commandments of Press Releases
    In baseball, it’s said that you know an umpire is top-notch when
    you never notice his presence. If he’s doing his job, he won’t
    call attention to himself in any way. It’s much the same for the
    writer of a press release. When the recipient of a release
    focuses only on its content -- and not on its creation -- the
    writer has succeeded. With that in mind, here's The 10
    Commandments of Press Releases:
  • The 10 Most Common Publicity Mistakes -- Don't Sabotage Your Success!
    The number one rule of being successful in the world of publicity
    (or in just about any other field, for that matter): Don't
    sabotage your efforts with dumb -- and easily correctable --
    mistakes. Here then are the dumb things that publicity seekers
    do. Avoid them, and you'll be well on your way to scoring great
    coverage!
  • Smashing the Myth of 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.
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