Q&A: How can I promote my book with a press release?

QUESTION: I’d like to alert the media to my book using a press release, but am unsure who should write it. I may be an expert on my book’s subject, but not on writing press releases.

I’ve heard that you get one chance to make an impression with the media, and if the press release is not written just so, they will trash it and not read anything from you again.

ANSWER: You’re absolutely right, it’s crucial to have a professionally prepared news release for your book launch. I think it’s possible for you to do it yourself, or at least to guide whoever writes the release with ideas you’ve generated.

Your major challenge is demonstrating how your book is compelling to its target audience. What current issue does your book address? What problem does it solve? Almost every press release announcing a new book is dreadfully dull, saying simply “Author X” or “Publisher X” releases a new book titled “XXX” and it’s wonderful read, blah blah blah… These materials go straight into the trash cans of writers and reviewers.

Don’t sell your book. Sell its benefits. Find a hook or gimmick to get people’s attention, THEN mention the book. Want to see some great examples of this? Here’s a link to a great little (free) booklet on writing “Trash-proof” news releases. The book is a few years old but the principles are valid as ever. I think the book would be very helpful for you to read — whether you end up doing the release yourself, or as a guide to evaluating the work if you hire a publicist to write the news releases.

You might also contact the author of the book for a quote on writing your release, Paul Krupin. He’s one of the folks recommended by Dan Poynter in the “Self Publishing Manual.” I’ve read many of Paul’s postings on discussion boards and it’s pretty evident that he’s a very experienced and hardworking publicist.

So yes, you *could* do your own release, but should definitely have it reviewed by someone (or a few people) without a personal interest in the book. You could have a publicist do it, or someone who’s an avid reader. The one big advantage of having a publicist do your release is that it will be on a letterhead of a publicity firm, which might add some credibility in the eyes of some people.

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Steve Weber is author of Plug Your Book! Online Book Marketing for Authors

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