As an author, when I heard the words, “Press Release”, only one thought came to mind, “Expensive” and “Farfetched”. I immediately panicked and wondered if a Press Release was really necessary while launching the release of my new book. Well, let’s take a closer look and dive into the specifics of what an actual Book Press Release is, the costs associated with this nifty announcement and what information it contains before deciding whether one is right for you.
According to Wikipedia, a Press Release is defined as “an official statement delivered to members of the news media for the purpose of providing information, creating an official statement, or making an announcement directed for public release.”
In short, a Book Press Release is a one-page eye popping summary about your book that should be directed to all news media outlets announcing that your book is newsworthy! In this article, I will highlight the importance of a Book Press Release, why an author should have one while uncovering additional resources that will assist with the preparation of your very own Book Press Release.
Now let’s explore the benefits and importance of having a Book Press Release. These four words say it all – Marketing, Visibility, New Customers and Branding!
- Marketing – Every author (whether traditionally or independently published) needs marketing as part of their strategy, and this should include a Book Press Release. It can be a wonderful marketing tool because a Book Press Release will grasp the media outlets’ attention and provide them with talking points about your book.
- Visibility – It is important to drive traffic to your website in order to boost sales, etc. A Book Press Release will assist with online visibility and much more.
- New Customers – Journalists will use your Book Press Release for story ideas thus expanding your range and reaching new customers either locally and/or even nationwide.
- Branding – As an author it is vital to build your brand while gaining credibility for your literary work. With a Book Press Release, this outcome is just a few clicks away.
The format, layout and contents of a Book Press Release is as important as if you were writing a book. There are talking points that a journalist will look for before they attempt to write about your Book. The list below is not all inclusive however, it gives you a general idea of what the requirements are.
- Write in Third Person – Your Book Press Release should sound like a news story, not an advertisement.
- Press Release Headline – This is your hook. Use your news angle to capture the reader’s attention.
- Keep it Brief – Media outlets are not looking to sell your book, but they are looking to reach their target audiences. A Book Press Release doesn’t outline your book, instead it focuses on how the material in your book will connect with a certain group of people. The idea is to give journalists a clear hook or catchy headline that will draw the attention of readers.
- Sub Header – This is one sentence that gives a little more information about your book. The purpose here is to expand on your news angle.
- Date Line – List your city, state, country, and the date of the Book Press Release.
- Intro – This is the most significant part of your Book Press Release. Lead with an impactful statement and then get to the point. Do not lollygag and get off track as this will lose the interest of the media outlets.
- Quote – This can either be a quote from your book or an endorsement (optional and not a must).
- Author Biography – This section should be less than 100 words and include things that enhance your author brand while convincing readers to trust you.
- Book Information – The book description is your pitch to the reader as to why they should care about your book. Don’t think of the book description as a synopsis, instead focus on an issue then tell the reader how your book will help them solve it. Explain exactly what the book is about, in clear, obvious terms.
- Contact – Include your website, email, phone number, and any social media handles that you regularly use.
On to the next question, who will write your Book Press Release? And what are the cost involved if you hire a professional vs doing it yourself?
- Cost – The interesting thing about a Book Press Release in general is that the costs will vary depending on where you look and what kind of services you’re looking for. For example, you could get a Book Press Release from Fiverr.com for as little as $20.00. But let’s be honest, we do not know if this individual is really experienced or just got something off the internet to make a quick buck.
- Skilled Writer – A skilled Book Press Release writer will charge anywhere from $500 to $2500. This will also depend on their experience, current portfolio, and expertise in your field. Any kind of distribution and news monitoring services would more than likely be extra. First you have to create a Book Press Release and then you have to find a way to distribute it.
- Press Release Agency – If you end up using a Press Release Agency, then your costs will more than likely start at $3000. However, this fee should include the add-ons of distribution, news monitoring, and consultation. An agency will create a press release with messaging that’s clear and garners the attention that your news deserves.
- Do It Yourself – It is possible to write your very own Book Press Release so long as you treat it like a book, with endless rounds of edits and research in your specific genre. This option will save you money but can take up a lot of your time if you are under a pressing deadline.
You’ve finally got your Book Press Release ready (whether you wrote it yourself or hired a professional), now how in the world do you distribute/release this newsworthy announcement to all media outlets? The best and least expensive way to publish your Book Press Release is through a Syndication Service.
- What is a Syndication Service – A Syndication Service acts on your behalf to distribute press releases and have an extensive network of media contacts.
- Why use a Syndication Service – It’s more common to use a syndication service to get the word out quickly. When you pay a syndication service, they distribute the release to a network of media outlets in their current contact lists.
- Costs – Prices for distribution can vary from $19.00 through $500.00, depending on the distributor and what news outlets they have to offer. I have provided a link to an article that details what every distributor has to offer along with pricing.
FREE Resources:
- IngramSpark Article: How to Write a Press Release (ingramspark.com)
- Amazon Kindle E-Book: Amazon.com: Beginner’s Guide to Writing Powerful Press Releases: Secrets the Pros Use to Command Media Attention eBook : Kennedy, Mickie: Kindle Store
- Kindle Article: How to Write a Book Press Release Like a Pro! (kindlepreneur.com)
- Scribe Media Article (Examples of a Press Release): How To Write A Book Press Release (Step-by-Step) (scribemedia.com)
- Press Release Distribution with Pricing Models: Best Press Release Distribution Services [with Pricing] (thesmbguide.com)
