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Too Late Press Releases are Becoming Common

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 YesterdayI don't know if this is a new trend in promotion and publicity or not but, in the past couple of months, I've received over a dozen press releases for events occurring in just a few hours. In one case, the event was a three day event that began two days earlier. I can't believe that just in the past couple of months that nobody knows their client artists are going to be on television until five minutes before showtime. I can't believe nobody knows their client artist will be performing at a festival until they have already been on stage and are already headed for their next gig. This, however, seems to be the latest fad in PR.

I don't promote past events. Why would I? Our readers wouldn't be able to attend. They would probably be upset with us for not letting them know about it earlier. Unfortunately, this is what happens when I receive a press releases indicating an important event will occur in just a few hours. In the case where it is Sunday afternoon and I receive a press release for a special guest artist at a festival that began the Friday before, there is no sense in wasting any time on that press release. Click. Delete.

The same is true when I receive a notice that a new CD is out "TODAY" and, the first 25 fans to buy it get something special. In this particular case, the email press release hit my mailbox after noon on the release day. There is no way that any of our readers would be the first since we didn't even hear about it until late. Again, apparently nobody had a clue that the CD was being released yesterday until yesterday noon? Unfortunately, due to the late announcement there was no way for us to let our readers know about it in time. So, we didn't even bother with posting the release announcement yesterday.

Unfortunately, these worthless press releases are becomming quite common -- even the norm. To make matters worse, somebody is paying for that promotion that never happens. Publicity and promotion agents don't work for free. If they release an announcement, they are billing somebody for it even if that announcement never sees the light of day anywhere. In the past two months, I've only published two of the dozens of last minute releases I've received. The rest are deleted as old and no longer newsworthy.

A lack of planning on your part does not constitute an emergency on my part.

In the 20 some years I've been doing my news site, I never encountered these last minute announcements. If they had to run at a specific time or date, that was in the announcement. The point being is that I always received them days in advance giving me time to format them, insert images, and present them in a professional manner. It is only in recent months that I started getting announcements that feel like somebody forgot to send them out and now expect all media members to drop everything, stop the presses and run their special announcement NOW! That would be fine if it were only one and only now and then. What do you do when you receive three of these in one day?

I don't run old news. Thus, it takes something pretty important if I will drop everything to run one of these. 99% of the time I don't. Sadly, someone is paying for those worthless releases. I just can't believe that nobody knows what their artists are doing until they are actually in the process of doing it! The old adage - a lack of planning on your part does not constitute an emergency on my part - still holds true today. If your event, or appearance is important enough to warrant a press release, then it is important enough to have enough planning to distribute the press release at least a day in advance.

Anyway, I hope artists, venues and festivals aren't paying for all these press releases that are issued too late to do anything with.

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