Book Publicity Tool Kit, Part 4 – Press Releases

By Rick Frishman - Apr 27 , 2007

The media gets flooded with press releases, so it doesn’t give them much attention. At best, the media quickly scans press releases, sets aside a few that may be intriguing, and discards the rest. At first glance, it may seem foolish to go to the trouble of writing a press release when few people will actually read it, but the cost isn’t great and you can never be sure whom it will excite. All it takes is one person to be intrigued by your book and decide to cover it, because when he or she does, others frequently follow suit.

The objective of press releases is to be informative, to provide information that stirs up interest and generates responses. Hopefully, someone will contact you and say, “The item you sent sounds interesting. Tell me more about it.” Even though it may not read press releases, the media wants to receive them because they’re a good source of information.

The media gets lots of good leads from press releases.

Since the media receives so many press releases, it tends to be picky, and it looks for information in a particular format. Sending press releases in the right format tells it that you know the rules and that your release is more likely to convey information of interest.

Releases that are not in the proper format usually won’t get much of a look.

To increase your chances of getting your press release noticed, consider the following guidelines:

Keep it to one page. Publicists refer to press releases as “one sheets,” so don’t make them longer. Remember that the media has little time to read and wants to get information succinctly.

Print it on white 8½” by 11″ paper with no letterhead or designs. Releases on colored paper with borders and designs may get attention but probably won’t be read.

In the upper left-hand corner write, “For Immediate Release,” which makes it clear that the information sent may be used. However, if you don’t want the information used until a certain date, write, “For Release on May 15, 2006.”

On the first line in the upper right-hand corner, state, “For further information contact:”

Then under it, on the second line in the upper right-hand corner, give your name, phone number, and e-mail address. If you want them to contact someone else, give that person’s name and contact information.

Robyn Says

I encourage authors to think of press releases as “impressed releases”! Impress the press! Wow me, please! If I read a press release and am bored after the first few sentences or it sounds like the same old same old, I don’t read on.

When you write a press release, focus on what distinguishes your book, what separates it from the pack, and what would make the media want to read it. Then say it concisely. Lots of paper and loads of words bog me down. Cut to the chase and get to the point succinctly. State the book’s mission in a lively, entertaining, or informative way.

Headlines

Start your press release with a great headline that will convince the media to read further. “The headline of a press release has one job and one job only,” according to press release guru Paul Hartunian. “The only job of a press release headline is to force the reporter to keep reading. The headline has no other job. Don’t force your press release headline to do anything more than force the reporter to keep reading. That’s a big enough job!”

In press releases, headlines are critical. They’re the first, and often the only, thing the media reads. If your headline doesn’t immediately grab the reader’s attention, your release usually won’t be read.

To seize the media’s attention, link your headlines to:

1. Money

2. Sex

3. Health

4. Controversy

Compose lively, one-line headlines that will make the media read further. Be bold, daring, and risqué. Take chances; be provocative, naughty, and controversial. Lure readers into reading more:

“Never Pay Taxes and Stay out of Jail”

“Three Can’t-Miss Secrets to Looking Younger”

“Scandalous, Forbidden Secrets on Every Page”

“Make Rich Men Fall in Love with You”

“Nothing to Lose, So Desperate Killers Run Wild”

“Five Ways to a Free College Education”

Headlines should (1) be no more than one line and (2) take only seconds to read. When a headline grabs the media’s attention, you get additional time to explain further.

Editing Headlines

Writers frequently can’t edit their own writing because they overlook their own mistakes. Whenever possible, have someone else edit your writing.

Read newspapers and magazines and list or keep copies of headlines you like. Try to determine why you liked them and what interested you in them. Identify words, phrases, or usages that were strong. Then, try to write your own headlines for those same stories.

Visit Web sites. Web sites are headline intensive, so study them closely. Print the screens you like and circle the best headlines and underline the best, most descriptive and colorful words. Then, write your headlines and bullets using the same techniques.

Often, it’s more productive to write your headline after you’ve drafted the body of the press release. Your headline should tie the content of your release together with a catchy or descriptive phrase that will grab readers and make them want additional information. Headlines must be short, one-line summaries that briefly introduce your book in the most colorful words. Study newspapers, magazines, and Web sites for examples of great headlines. Save them for future reference. Also compile a list of hard-hitting words that create strong impact.

The Body

The text of press releases should give information quickly, in a short, fast, easy-to-read page written in the “who, what, where, why, and how” format. It should let the media quickly determine:

1. Why it should carry your story

2. Why it will interest its audience

3. What benefit it will get from it

Write releases in the journalistic style used by the print media because outlets may publish them, or parts of them, with little or no changes, especially when they’re faced with tight deadlines. The format of a press release isn’t as important for the electronic media because it treats them as leads that it must investigate further. The electronic media is used to getting information in the journalistic format and then shaping it according to its own needs.

Write your press release in three parts:

1. introduce your book and the problems it will solve
2. give your credentials
3. explain what action you would like the media to take

For the print media, the first paragraph of your press release is vital. It should run no more than two or three sentences and set forth all the main points covered in the release. Don’t clutter up your opening paragraph with details. The press isn’t interested in every trivial point and will fly right past them. Unnecessary information can turn off readers, which could kill your more important points. If you must include details, stick them at the end of your release or, better yet, put them in a separate, more comprehensive article that you include with your media kit.

After the first paragraph, amplify your lead, but hold your release to one page. The lead paragraph should inform the media about your book, so treat it as an announcement. Then, explain your lead in the subsequent paragraphs by providing background, more specific or additional information such as points you didn’t cover in the lead, and some statistics. A great way to do so is with bullets. You can also place bulleted items in a box or shade them. Prioritize your bulleted items and list them in order of their importance because readers may not get through the entire list. Write five to seven bullets, with five being preferable. Each bulleted item should not exceed two concise sentences, and one sentence is preferable. Write bullets crisply so they are short, clear, and hard hitting.

Solve, Don’t Sell

In your press release, show that you are an expert who can solve real problems. State the name of your book only in passing and just to show your credentials. Don’t give its price or ordering information because it will make you look like you’re trying to sell your book when your job is to give problem-solving information.

If your release makes it appear that you’re just trying to sell your book, you probably won’t get an interview or feature article. The best you might get is a new product review, which is a small 1″ or 2″ item announcing the publication of your book and saying little else about it. Instead, focus on problem solving. Think in terms of “Homeowners’ Biggest Mistakes in Hiring Contractors,” “Sick of Always Being Cheated by Repair Shops?” or “How to Keep All the Money You Earn.”

After you’ve described your book, give your credentials. Concisely show why you’re so eminently qualified to write this book. Stress your experience, but don’t list all your degrees, awards, or accomplishments. Limit yourself to those that best relate to your qualifications to write your book.

If you want to add quotes, press release expert Paul Hartunian recommends, “Always quote yourself. Never quote anyone else. Why give someone else any attention in your release? It’s your release. If they want some attention, let them get their own release!”

In the final paragraph, state what you want the media to do: contact you for more information, read your book, or come to your event. Always include your contact information at both the top and bottom of each page.

Don’t send a contact the same press release more than once unless it’s specifically requested. Forwarding the same press again usually wastes your resources and could alienate recipients. Don’t send the same press release to more than one online distribution service because they all send releases to the same recipients.

Radio and TV

As we mentioned, people in the electronic media react differently to press releases than those in the print media do. Radio and TV people seldom read press releases, but when they do, they usually scan the headlines and bullets. Unlike print journalists, radio and TV producers can’t simply run your press release in the exact form that it was sent. If they’re interested in your story, their work is just beginning. They need to come up with an angle and then line up guests, prepare questions, and produce the segment.

Radio and TV producers are interested in story ideas, so frame your press release to list the precise feature stories they would get by covering you. The best approach is usually to point out specific problems and show how you would solve them. Get producers’ attention fast because they have loads to do in little time. Sell them within ten seconds or they won’t read further.

Since radio and TV love controversy, radio expert Alex Carroll suggests including a controversy sheet that lists the arguments your appearance can generate. For example, on one side of the sheet, make your point: “Artificial Sweeteners Help You Lose Weight.” Directly next to it, on the other side of the sheet, give the opposing argument: “Artificial Sweeteners Create Health Hazards.” Also add a sentence describing each opposing point.