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.
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