Monday, July 22, 2013

Press Releases and Why You Need Them



Press Releases and Why You Need Them

By Amy Larson




A press release is your chance to tell the world of your book’s great worth. Let’s face it: we’re writers, not always marketers. By following the right steps and/or hiring the right people, you can create a press release that gets you and your book the attention you both deserve, giving book sales a shot in the arm, and getting you noticed.

Like a few quirky people we’ve encountered who talk about themselves in third person, you’ll be doing the same thing here…and it’s okay. You are telling editors, reporters and others what your book is about, who you are, and why they should care, in the form of a “Hey, this is news!” release. Press releases can be an important piece to a complete press kit, or they can arrive on a desk or screen accompanied by an additional ‘pitch’ letter.

You’ll want to send a press release to any and every local and/or national media source you can think of, and to anyone who is going to be a proponent of getting your book known, including:

-newspapers, daily and weekly publications-editor
-online newspapers or news sources-editor
-magazines-editor
-e-zines-editor
-TV stations-news director
-radio stations-news or public service director, if applicable
-notable bloggers
-book reviewers
-those industry leaders that would be interested in your chosen topic
-trade association leaders
-heads of PR for various organizations that could benefit from reading your book

There are several methods for your off-the-charts-fantastic press release’s distribution: You can email them, fax them, or print them up and put them in the mailbox. There are also several services that can assist you with this.

Now, how to write it up?

With a press release, you have a limited amount of space, so every word counts. Your headline is your lifeline, and it’s got to make eyes pop. Start by asking yourself: “Why is what I’ve written about news?” What, essentially, is the ‘it’ factor behind anyone wanting to read your book? This is where you’ll use every ounce of your book’s ‘sizzle’. Be as concise here as humanly possible, and if writing the release yourself, get a second or third opinion from a word expert. Do not put something out there that’s misspelled or displays incorrect use of the language.  A bad press release is…well…bad press. Make your main point early, clearly and with strength, and do it in the briefest way possible. Media experts and readers have an almost nonexistent attention span these days, due to our busy lifestyles, so the words are going to have to reach out and grab them. If you happen to have an enthusiastic quote or endorsement from a (big, very well-known) VIP, consider using that in the body of your press release.

Some things to avoid: Don’t use shop talk! Re-think any wording that’s business related, that you assume everyone else will know. Using uncommon terms is a sure-fire way to turn people off.

Make sure to incorporate contact information, or it’s all for naught. You’ll also need other important items, such as the date, city where this exciting news is coming from, social media, website, and blog links, along with an email address and a number where you can be reached.

When your third person news pitch is complete, compose another small paragraph for ‘About Us’ or ‘About the Author’ information. Keep this very brief and relevant. If your press release serves its purpose, readers can look up further information about you.

Even though we might all be writers, press copy is a different critter. Compare it this way: Imagine a public speaker who has one full hour to talk with an audience, allowing them to get familiar, then gradually and masterfully delivering the message. Contrast that with a stand up comedian who has three to four minutes to gain the trust of his audience, make his point, connect and make them laugh. Not everyone has the knack for putting what's vital into one page or less. Your press release is your introduction into the world, and it needs to be rock solid. Take that into account, think about what an expert can bring to the table, and proceed accordingly. PR pros, public relations and marketing firms are around for a reason.

Congratulations on your new book, and here's a to successful launch.


For a press release template, see here.


*To contact a professional copywriter, see here. 


*You can find these and other random thoughts of mine on Twitter.



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