A press release can open the door to your existence as far as
potential readers, bookstore owners and even movie producers will know. If no
one knows about you and your work then chances are no one will ever buy it or
even ask to read it. In other words any effort you put into a writing project
will be lost… that may be okay if you are simply writing for yourself alone BUT
if you have any hopes of making a business out of your writing or even going
after elusive “fame”, well, you won’t.
Writing a press release is a lot easier than you may think,
just follow the recipe. Press releases are an important tool for catching the
attention of various media and getting your name in front of the public. The
press release serves as an introduction, provides meaningful information,
allows for follow-up, and is often sent to various media outlets for
distribution; press releases can also be sent directly to intended recipients
(such as libraries, book stores, etc).
Ideally a press release should take no more than ONE page and
be between three to four paragraphs. The body of the release should include:
Paragraph one – this should include the most important facts,
Who, What, When, Where, and Why. If you are announcing a new book include the
name and expected release date, include a logline to help generate interest.
Include the author’s name. Mention the publishing company. If you are announcing
an appearance, use the author’s name (you) and something like “author of three
award-winning books” (truth only!) will be appearing at the XYZ Book Store in
downtown Any City on [date and time]. Whatever the main subject is that you are
announcing belongs in this paragraph with enough information to support it. It
is this paragraph that should hook a reporter to want to write about it.
Paragraph two – this should include further in-depth
information supporting the first paragraph. For a new book release for instance
include a quote from a pre-release review (if available). Mention how previous
books were received. What makes the author an “expert” on the subject? For an
appearance talk about the author and the venue. If this is an author appearance
will their be a specific presentation (lecture, book discussion, other authors,
etc).
Paragraph three – this is a “Call-to-Action”. Where will this
book be available for purchase? For an appearance what is the exact location of
the venue and repeat the time. Be sure to mention if there is a fee or if reservations
are necessary.
Paragraph four (optional) - this could be “An About…”
description of the publishing company, the corporate description of the chain
bookstore the author is appearing at… Also include a PUBLIC resource for more information,
reservations, etc.
The press release should be written in third person. This is
not an advertisement, it is not an opinion piece, it isn’t even advertorial (a
slanted editorial about a specific product). The press release needs to be factual
and concise. While you hope that the recipient will read the entire release,
you want to make sure that they don’t need to take much time knowing what is
important.
Your release needs a good title, one that is relevant to the
subject matter, concise and a little bit of a hook. At the top of the release
should be [your] name and contact information marked for press use only, also
include a release date for the information. (It is a good idea to send the
release out early enough for the media to print it before the actual event). If
you are not using letterhead stationery then a return address should be
showing; if this is an email you do not need a letterhead but contact info
should be clear. Put the heading of the press release in the subject line
followed by (Press Release). Repeat the heading and/or the Sub-heading in the
body.
Do your research and find out the preferred method for
submitting info to a media source, some sources have online forms, others give
the email address, and still others make it clear that the release needs to be
mailed. Verify the correct spelling of the recipient. Also check and
double-check your release for spelling and grammar. Be sure that ANY business
or product names in the release are spelled and capitalized appropriately.
Writing Exercise: Write
about something important to you in 26 SHORT sentences; each sentence needs to
begin with the next letter of the alphabet A-Z.
Writing Prompt: It’s
getting close to the end of the year, write a list of resolutions for 2018 —
make sure that at least ten of them are about writing.
Challenge Assignment:
Write a (mock) press release about any upcoming event in your life,
follow paragraphs one through three in third person. Be sure to include a call
to action.
