“A press release, news release, media release, press statement, or video release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement.”[1] Thanks, Wikipedia! We couldn’t have said it better. However, we would like to add, “with the intention of getting picked up by the media for a news story.”
A press release can be an essential part of a successful book launch. Generally, if there is something particularly newsworthy about your book beyond the fact that you’ve written it, a press release is probably a good idea. As amazing as the release of every book is to those involved, thousands of books are published every day, so your book’s appearance on the market might not be newsworthy enough on its own—unless you have celebrity status or a significant fanbase.
If that’s not the case for you, for something to be considered newsworthy by the media, your press release will need to somehow link your book to a trending topic. (Here’s a great link to click through to sites that cover trending topics: https://elementthree.com/blog/10-tools-to-find-trending-topics/.)
In deciding whether to write a press release, you’ll need to adopt an objective mindset about your book. Personal pride in your work isn’t reason enough to write a press release. Here are some elements to keep in mind:
Timeliness—This might take a bit of mental gymnastics, but if there’s a way you can relate your book launch to a trending topic or event and put a new spin on that topic or event, you might have the beginnings of a press release. If, for example, you’re publishing your biography of a famous figure on the anniversary of their birth, you can tie these two events together in a press release.
Novelty—As mentioned before, publishing a book isn’t enough of a novelty on its own, but if you’ve published against significant odds or under out-of-the-box circumstances, you might be able to harness the novelty of those circumstances to your advantage.
Relevance—What about you and/or your book would be of interest to the news outlet you’re pitching it to? Consider the interests of your audience. For example, if you’re hosting a workshop based on your book at a local library, local media might be interested in this, but a wider media audience might not be interested unless you replicate this workshop successfully in other cities.
Impact—If your book has the potential to change people’s lives, telling them how it will do so illustrates the impact you expect your book to have. If, for example, you’re a doctor who’s discovered a means to treat an ailment through unconventional means, you’ll want to emphasize your expertise and the success you’ve had with that treatment. This lets the reader know what they can expect to get out of buying and reading your book.
Celebrity—If you can find a notable figure, expert, or celebrity who will endorse your book, this might be newsworthy.
These are just a few basic points to consider, but keep in mind that unless there is something newsworthy about your book, a press release will not be an effective marketing tool. You might consider holding off on a press release until a significant event occurs in relation to your book, such as if you’re appearing on a TV show to promote that book or if you’ve sold a large number of copies.
We can help you craft a press release based on the information you provide, but we do not send out press releases to the media. Here are links to three companies that offer this service:
[1] https://en.wikipedia.org/wiki/Press_release
Recent Comments