A press release is the most effective way to generate free publicity for your book. A well-written press release can generate mountains of publicity, and most of the time, that coverage will be more in-depth than any advertisement ad. Writing press releases are tricky; since they’re targeted mostly to journalists, the focus, style and tone is different from the typical business document. The following tips will help you craft a clear, artistic press release.
Like any news story, a press release must be “spun” — that is, it must have a particular angle interesting to journalists and, subsequently, to readers. Sure, your new book might mean big things for you, but it’s of little interest to the rest of the community if you don’t tell them why they should care. Consider the following elements of a good press release and incorporate them into your work:
IMPORTANCE: This is the most basic concern you need to address; how is your news relevant to the publication’s demographic? Are you providing jobs or new services? Is a prominent community figure involved? Does it relate somehow to a recent hot topic? Always know your release’s relevance before writing.
TIMELINESS: A journalist will rarely pay attention to a release if it isn’t timely. Does your release relate specifically to a holiday or event? Did it happen recently or will it happen soon?
DISTINCTIVENESS: What makes your news unique? Is it something interesting, or different, enough that people outside your company or organization would want to read about it? Would you?
LACK OF COMPETITION: Think carefully about other news or events taking place at the time of your release. Are you competing with holiday news when your release isn’t at all holiday related? Will publications have bigger stories with which to concern themselves? If so, hold off on releasing your story until there’s a bigger gap in the news cycle.
Reasons for authors to write press releases
- To announce your upcoming book launch or book signing
- To highlight a great review from a highly known person
- To announce a special event such as a blog tour or interview
List of Free Press Releases