20 Rules for an Effective News Release
No matter how long your book has been on the market, a new press release can be written at any time to spur media coverage for your topic.
The press release (also called a news release) is not a book report; it’s a feature-style story that highlights a newsworthy angle from your book.
Hard copy and Web-based releases follow slightly different formats. If you’re preparing a release for distribution online (through a press release service), follow the service’s guidelines to the letter.
Here are 20 guidelines for traditional, hard-copy press releases:
1. The words FOR IMMEDIATE RELEASE appear on the top left of the page above the headline.
2. Your contact name, phone number, and e-mail address are stacked in the upper right –hand corner of the first page.
3. The headline, in capital letters, usually in boldface, is centered on the top of the page to emulate an attention-getting newspaper headline. That headline summarizes why anyone would want to know more about you or your book and announces some item of news interest.
This headline is not newsworthy: NEW BOOK ABOUT BICYCLES TO BE PUBLISHED IN SEPTEMBER
This one is newsworthy: TWO HOURS OF BICYCLING A WEEK CAN REDUCE RISK OF HEART DISEASE
4. A dateline appears at the start of the first paragraph and also includes the location of the news source, for example: Charleston, SC, November 30, 2009
5. The first paragraph of the release presents the most important information about your book. If you hide the most interesting information deep in the body of the release, you’ve likely lost the opportunity to capture the reporter’s interest in your book. Present information in descending order of importance.
6. The press release should be no longer than two pages (one page, or about 250 words, is preferable). Use double-spacing or at least one-and-a-half-spacing. Do not try to cheat for more space by single-spacing your text, which makes the release hard to read. Use letter-size (8 ½ x 11”) stationery.
7. Use standard, easy-on-the-eye typefaces like Times New Roman or Calibri. Do not mix typefaces in the same release, which makes it hard to read.
8. Customize or target your releases to the media you are pitching whenever possible. Mention any information of local interest in your lead paragraph. A debut book from an author from Cleveland is of greater interest in Cleveland than Minneapolis.
9. Spell every word correctly. Poor spelling and grammar disqualifies your release immediately. Pay particular attention to the proper spelling of names. Ask a friend who has a good eye for grammar, usage, and punctuation to proof your release. Then proofread it again several times, and verify that all information is accurate.
10. Include any relevant quotes from your book, from you, or from an expert in your field that substantiates and reinforce the topic of the release. Think of the release as an encapsulated newspaper article, and write it as such. Many reporters will include parts of press releases in the body of their articles. So familiarize yourself with the tone and style of newspaper articles to present your book in an informative and non-hyped way.
11. Don’t use exclamation marks. Apart from making the release hard to read, the style looks huckster-ish and amateurish.
12. Do not use hyperbole. Avoid hyped-up words and phrases like “destined for the bestseller lists,” “unique,” best ever,” and “fantastic.” Write simply and concisely.
13. Keep your sentences short.
14. Edit the press release ruthlessly to eliminate redundancies.
15. In their book, Jump Start Your Book Sales: A Money-Making Guide for Authors, Independent Publishers and Small Presses
16. After the first mention of your title in the body of the release, include in parentheses the name of the publishing house and the publication date.
17. Write book titles conventionally, in all in capital letters.
18. The first time you mention a name or quote someone, use their first and last name: June Smith. After that, refer to the person as Smith, or formally, Ms. Smith.
19. Mark the end of your press release by centering -30- or ### at the bottom of the story.
20. At the end of the release, list the publication date, page count, price, format (hardcover or paperback), publishing house, and ISBN. Also include the Web site address for the book, if any.
Great Resource:
Publicize Your Book: An Insider’s Guide to Getting Your Book the Attention It Deserves
Need help writing and distributing your book’s press release? The PR pros at WinePress are here for you. Check out our publicity services.
Tweet This!How to Work With Your Publicist
“The love of learning, the sequestered nooks,
And all the sweet serenity of books.”
~Henry Wadsworth Longfellow
By Robyn Williams
A goal for most authors is to get their book into as many hands possible. And there’s nothing like cuddling up with a good book.
Although, we do live in a day and time where technology competes for our attention. From video games to surfing the web, the competition’s stiff sometimes. So, why not use the media to share your message?
That’s where your publicist comes into the picture. Publicists work hard for you and are passionate about it. Publicists hold working relationships with the media who expect their guests to have a third party acting in their client’s best interest.
Having someone who’s not only in your corner, but who actively promotes your book as if it was his or her own is very much needed in the publishing and media industries. Make sure you have a personable publicist working with you!
Here are some tips to remember when working with your publicist:
- Talk with your publicist. Share why you wrote your book so he or she can pass on your passion and message with media outlets.
- Take the time to complete any questionnaires your publicist gives you. Answering the questions thoroughly – even if it seems you’re repeating some of your responses – gives your publicist detailed information with which to promote you.
- Make sure your publicist has all your contact information including current phone numbers and email addresses.
- Respond to your publicist’s messages as soon as possible. Publicity is time sensitive.
- Be patient and flexible. Interviews require rescheduling and articles rarely appear immediately.
- Be encouraged. While it’s nearly impossible to track sales that came from a particular TV appearance or radio interview, keep in mind that you’ve gained exposure and you never know what the future holds.
Related Articles:
- The Five Basics of Book Publicity
- The Importance of First Impressions
- Three Ways to Get Publicity for Your Fiction Novel
- Your Book’s Campaign Trail
- Do You Need a Video to Promote Your Book?
As a member of WinePress’ Publicity department, Robyn Williams’ goal is to help authors promote their message and make media contacts. She loves getting to know authors, learning why they wrote their books, and helping them share their stories.
Author of ‘Felix Mendelssohn’ to Guest on KRCU-FM
Tuesday, November 24, 2009
10 AM Central Time
Helen Martens, author of Felix Mendelssohn: Out of the Depths of His Heart will guest on Caffé Concerto on KRCU-FM in Missouri.
Much of the world regards him as the most gifted musical genius of all time, but few people know Felix Mendelssohn the son, brother, husband, father, adversary, critic, and friend.
In Felix Mendelssohn: Out of the Depths of His Heart, scholar Helen Martens casts light on these aspects of a life that encompassed the greatest joys and deepest disappointments. Through thousands of solidly researched autograph letters, archival materials, and articles from nineteenth-century journals and newspapers of Mendelssohn’s musical life and his remarkable family, readers will discover:
- What motivated him in his personal life and in his art
- Where he found fulfillment and what sustained him in difficult times
- What God and the Bible meant to him
- What he thought of the process of composing, and which of his compositions satisfied him most and least
- Why he completed no opera after the age of eighteen
- How he met the beautiful, aristocratic pianist who moved in and out of his life
Music aficionados, history and biography enthusiasts, and every reader who enjoys compelling human drama will marvel over, empathize with, wonder at, and be captivated by Felix Mendelssohn, the story of the sometimes taciturn man whose musical genius revealed the depths of his heart.
Author, musician, and scholar Helen Martens holds a PhD in musicology from Columbia University. She has also taught music and conducted church, community, and college choirs. Martens is the author of numerous articles and the book Hutterite Songs, based on her doctoral dissertation. She is at work on a second book about Felix Mendelssohn, which includes information not found in Felix Mendelssohn: Out of the Depths of His Heart.
Tweet This!When is Going Out to Dinner a Business Expense?
By Jan Owens
If you are a writer then taking someone to lunch or dinner can be a business expense. Breakfast, lunch or dinner with fellow writers, editors, publishers, agents, lawyers, accountants or those you are interviewing for research for writing assignments can all be considered a deductible business expense, as long as the meal is not extravagant.
Here are 3 key questions to ask about the business meal:
- Is the main purpose of the meal the active conducting of business?
- Did you discuss your writing business with the person during the meal?
- Did you have a general expectation of some specific writing business benefit or a general expectation of getting income as a result of meeting with this person or group of people?
If you can answer yes to these questions then you have a business expense.
As with all business expenses, it is important to keep good records in case you are ever questioned by the Internal Revenue Service.
According to IRS Publication 463, all that is required for documentation for business meals is as follows:
“A restaurant receipt is enough to prove an expense for a business meal if it has all of the following information.
- The name and location of the restaurant.
- The number of people served.
- The date and amount of the expense.”
You do not have to show that any business income or other business benefit actually resulted from the meal.
You might also want to make a note of the names of the people at the meal, along with a brief comment about the nature of business. This will help to jog your memory if you are asked to explain or justify your deductions years later.
The deduction includes the price of the meal plus any tips or taxes added to the final total. Note that on your tax return business meal deductions are generally limited to 50% of the total bill.
You can refer to IRS Publication 463: Travel, Entertainment, Gift and Car Expenses for further discussion and details.
Jan Owens works in the WinePress Accounting Department.
Tweet This!Author News, November 17-20, 2009
Tuesday, November 17, 2009
10-10:10 a.m. CT
Rick Lemons, author of The Race: From Pit Row to Victory Lane, will guest on KJAB 88.3 FM in central Missouri.
Is your spiritual engine running on fumes? Do you feel like you’re falling behind in the race of life, or that you’ve hit the wall? Get ready to start your engine once again. In The Race—From Pit Row to Victory Lane, author Rick Lemons offers timely and comprehensive insights that will fuel your relationship with God. Join him as he parallels the Christian life to NASCAR racing.
Just as NASCAR teams work together to improve a car’s performance in Pit Row, God has provided all we need to drive a victorious race. Lemons points out that we have a pit crew—other believers—and a crew chief in God. By making frequent pit stops for God’s Word, Worship, Fellowship, Prayer, Accountability, and Encouragement, we equip ourselves for ultimate performance. He explains how these are like fuel, new tires, a strong battery, receiving instructions from the Crew Chief, listening to your spotter, and receiving a refreshing drink during a NASCAR event.
Lemons also warns of accidents resulting from debris that Satan throws our way; Satan wants to put us on the “dnf” list—did not finish. Lemons forewarns of wreckage that can disqualify us. NASCAR teams understand that having the best car does not guarantee victory on every race day. Forty-three cars begin each race, but not all will finish. By comparing Christian disciplines to NASCAR team strategies, he gives practical, biblical advice that will keep us on track and heading towards Victory Lane.
Thursday, November 19, 2009
8-9 p.m. CT
Betty Odak, author of Before, After, & Beyond Bankruptcy, will guest on “Not Just Talkin’ the Talk,” a live listener call-in show hosted by Linda Goldfarb.
Bankruptcy feels overwhelming, but there are many things a person can do to minimize the effects of financial reversals and speed along the process of gaining back a good credit rating.
These issues and more faced author Betty Odak, but she decided she would not be forever defined by her bankruptcy. Instead, Odak researched her options, made some changes, and is now well on the road to a better life…a good life…a life after bankruptcy.
As a single mother of two teenage daughters, Odak moved her family from Kenya to the United States, hoping for a better life. She worked hard to support her family, and went to college and graduated with a master’s degree in psychology in 2003. But financial stability was elusive. The cost of living, coupled with her mounting debt from school, finally propelled Odak into filing for chapter 7 bankruptcy. It was a tough lesson, and one she didn’t want.
Now, Odak wants to help others who are struggling financially. Packed with useful information, including step-by-step action plans and charts, Before, After, and Beyond Bankruptcy is a must-read for anyone struggling with financial crisis, or for everyone wanting to implement a sound money management program.
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