|NY Times newsroom, 1942|
Your book is about to be released, but how do you get the news out to the media? The first thing you need to do is to write an engaging press release.
A press release is a news story. It is written in third person, has a catchy title and intro, an engaging discussion of the book’s topic, and contains at least one quote. The thing to remember is that a press release is a story. What the book is about, why it is significant, and how it came to be written are all important components of a press release.
There are many templates for press releases online. (Type “press release book release” into a search.) Read the releases that have been distributed by publishing houses as well as the templates. (For example, search “Hachette press release.”)
After you have honed your press release, the next step is to send it to media outlets via press release distributors. (Be sure to remember your local paper. Local authors are celebrities!) Don’t wait until the last minute. If your local paper, for example, would like to include a photo or get some quotes, you will need to give them sufficient advance notice – at least a couple of weeks.
Most press release services charge a fee – sometimes a hefty one – for distribution to the thousands of media channels that exist in print, on-air, and on the net. But there are a few that are free, and some only charge a nominal fee. Depending on where you want your press release to be distributed, you don’t have to spend a fortune.