How and Why to Create, Write, and Send out a Press Release!

Introduction:

Press Releases work well for books, new businesses, and new products.  You can send your press release out locally or nationally.  There are several companies that will write a press release for you and send it out to a pre-determined list.  Or you can use a wire feed company and write your own.  Be sure the mailing list you use, buy, or create is specific to your target market.  Don' let someone sell you an "all purpose"list!  See - Where to send it.

What is the purpose of a Press Release:

A press release is basically it is an informational bulletin sent out to newspapers, magazines, TV and radio stations, etc.  It is not a sales copy for the end user.  Some direct marketers would tell you it is a waste of time and money, but it does have a purpose if well done.  It can get you FREE advertising in specific magazines and newspapers that serve your target market.  You can email it and fax it, thus no costs.  Getting an appropriate mailing list will either cost you time or money.

What goes in a Press Release:

It includes: the name of the book/product, description of it, modified sales pitch, testimonials, a photo (may or may not be included), price, and availability.  It must be newsworthy (fresh and new) and be properly formatted.

Formatting is simple.  One page, printed only on one side, with about 400 to 500 words.  See the sample to the right, click on it to open it larger. The press release must be professional and news article like.     

Put your lead sales line in the headline.  The sample is lacking a good lead line.  "See the latest in GREAT vegetarian recipes with Healthy Home Cookin's new 7 Volume series." Would be a much better headline.

For your description, use bulleted lists for interested. You should identify the key benefits, but single out one most important one and repeat it through out the press release.  Change the word to keep it interesting.  Don' add any unnecessary information.  Remember, the press release is for editors, writers, and reporters, NOT your end customer. Some questions you should address:  Are you solving a problem?  Are you different from your competitors?  Do you prove your claims? 

Modified sales pitch.  Because it is a news article and not directly send to your customers your sales pitch must be informative and subtle.  Buy now, best deal of the century, Don' miss out, etc. are NOT appropriate.  But you do want to encourage people to learn more. 

Testimonials are VERY important.  Here is a great sales pitch that substantiates your product/book.  These are newsworthy and are great selling features both.  Send out samples and get testimonies.  These are one of the most important marketing features you can have.

Photos are optional.  If you are sending it out via email, most companies want it in html and NO photos.  The photo is just a supplement.  Don' work the whole press release around the photo.

And of course put in the price and where people can purchase it.  Also include contact information for the media contact.  That way if the magazine you send it to wants to ask you more questions for an article they have a way to contact you in front of them.  Don' rely on the fax number or email address you sent the release with.

Where to send it:

Look for appropriate media addresses. You need to send your press release to suitable media outlets to broadcast your message.   If you have a book on Electronics there is no sense sending it to Womans Day. You can consult with Web companies that will send your release out for you. The top press release agency in the corporate world is PRNewswire. PR News Target boasts a file of thousands of editors covering a variety of industries.

Appendix:

Some sites you may find helpful.
www.marketwire.com
www.pinpoint-tech.com
www.MassMediaDistribution.com
www.bookpublishing.com

You will want to have a Press Kit handy to send out as follow up. Click here to see how to make a press kit.

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Last modified October 7, 2009
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