CONTRARY TO WHAT we would like to believe, few people, products or businesses are instant successes. The fact that a person has talent and ability means little if no one is aware of those characteristics. The only way for anyone to succeed is for the public or the industry to be made aware of you, and that means work, planning and promotion.

Each action may not generate the desired benefits required to make you an instant celebrity but action is better than no action at all.

No publication is interested in how nice a person you are or how talented you are unless you are featured within an item of interest…news. Don't keep what you do a secret. Create a news story of how, what, when and where…and why you are doing it…and follow through.

What's in a name? In the popular television series, "Cheers" is a bar where everyone knows your name. If you rob a bank or kill someone, your name will be on the first pages of every newspaper and prime news in television. Commercial newspapers and television are limited in space and prime news is usually bad news…so how do you get your good news, and your name, in front of the public or to those who can benefit you as an artist?

Be available. Be seen in all the right places. Send "thank you" notes to those who book you or mention you, mail out your post cards and emails…and send Press Releases and articles to the newspaper columnists who might be interested in writing about you and where you are appearing. Would they care? They will care if where you are appearing is news. Charity events, show openings and business Grand Openings that involve other people is local news and the more you appear in local columns, the more you will be noticed by extended news sources.

What is the best time for a news story? Monday morning's edition! The Monday morning paper must rely on news breaking on Sunday; usually a slow day in the news room. As a result, news that would be considered as trivia might be considered a story worth printing when the information is on their desk on time. So, if you are considering a publicity stunt or anything else that may be considered as news worthy, do it on Sunday.

Take the time to read the good articles in the newspapers to know where the interest of the editors is. A typically Republican Newspaper will not be interested in a news item where you are performing in a Democratic Fund-Raising Dinner, for example, nor will the sport's editor be interested in your performance at the opening of a new Community Hospital…but, if you sang the "Star Spangled Banner" at the opening baseball game, he would be interested…and he probably will even print your photo.

Every news story and Press Release must be tempered with common sense. State the facts; the how, why, when and where. Avoid superlatives about yourself. Avoid statements about other people in your Press Release unless the other person is sharing your experience. A separate black and white photo with no more than 2–3 people in it may or may not be printed.

Every newspaper has departments with editors making decisions as to what is or is not news. Study the various departments and take the time to go to the Calendar Section of the paper to read what is happening, when and where, then call to see if they could use your services…and then put yourself at the event. If you send a news release publicizing you at the event, that will also give the event publicity and they will be delighted. You may introduce the idea to have the company appoint you as their spokesperson and, if they film commercials, have you in them.

Be careful. Whatever you send in a Press Release may be edited, printed and read by thousands of people so make sure your name is associated with what is good. Many years ago, talent managers used to believe that publicity is publicity, good or bad, as long as the artist's name is correctly spelled. Don't allow yourself to get involved in that kind of publicity. The public and the industry remember "bad" publicity and all the "good" you do is suddenly forgotten quickly as an old shoe.

Send your Press Releases often. Send your Press Releases often. Repeat! Send your Press Releases often. Press Releases are the best way to reach the public and the industry without cost to you. Before you can begin promoting yourself, choose the direction you want to go into and then begin to organize your action. Plan ahead…