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FAQ: Press Releases

FAQ Index
Tooting Your Own Horn
Press Releases and Press Kits

Thank you to Creative Minds Press for providing the content for this FAQ

Contents:

What is a Press Kit?
What is in a press kit?
Cover Letter
Summary of the Book
Author Bio / Picture

What is a Press Release?
• How do I get my press release to the media?

What is a Publicist?

What is a Press Kit?

This is 1-4 pages of information you can put in a portfolio and send to reviewers and news organizations. You can send this to reviewers when they request a copy of your book.

We use white portfolios (2 pockets inside with a business card insert in one sleeve) and glue a cover image (centered) on the front. These cover images can be generated on a color laser printer on glossy paper, or you can use cut down cover over-runs (just the front cover). If the book is slender enough, it can be slipped into one of the pockets along with your other materials.

We have seen many people use the cover over-run for their portfolio. This is a nice look when the extra pages are the same size as the cover and it is all stapled together. Some simply have the relevant information printed on the inside of the cover. Combined with a cover letter, this works well, too.

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What is in a press kit?

We usually insert the following:

Cover Letter

This is a personal letter—on your letterhead, on nice bond paper—introducing yourself / your product and telling the recipient why your book will interest them.

If you are sending the press kit in response to a request (by them) to send your book and information, remind them when you spoke (or e-mailed). People are busy and often forget why material has been sent to them. Try not to exceed 1 page.

Note: If they have asked for the book and material, always stamp or write: "Requested Material" on the envelope or box.

Always include the book title, author, ISBN, format (hardback or trade paperback) and price on every piece of correspondence.

Press Release

This should be the latest press release—and may even be the press release that interested the recipient in the first place. It’s good to remind them why they were interested. See the discussion on Press Releases further down for tips on how to write one.

Always include the book title, author, ISBN, format (hardback or trade paperback) and price on every piece of correspondence.

Summary of the Book

A capsule of the book. Have a short—no more than 100 wordssummary as the first paragraph. You can expand the explanation for the rest of the page. It may not exceed a page. Include all information about the book (release date (if it hasn’t come out yet), distributors, any major marketing plans).

Always include the book title, author, ISBN, format (hardback or trade paperback) and price on every piece of correspondence.

Author Bio / Picture

You don’t always have to include your photo if you’re shy. However, it doesn’t hurt to include it. The biography should not exceed one page. It should include things that support your authority to be an author of your subject (if this is non-fiction), or highlight things that make one look "writerly" if this is a novel. It should be in the third person, even if you write it. Again, have your logo and contact information on the page.

Always include the book title, author, ISBN, format (hardback or trade paperback) and price on every piece of correspondence.

Reviews or Endorsements

Endorsements (or blurbs; see the discussion on how to get these) and Reviews (see the discussion on pre- and post-publication reviews. See the discussion on how to use reviews) are important in your sales pitch. It shows people that professionals take your work seriously. This should be no more than a page, and have your logo and contact information on it.

If your book is just being released, you probably won’t have any reviews. You can have a page consisting only of endorsements. If you just have only one blurb, put this on the Summary page.

Perhaps you don’t have an endorsement or blurb. That’s OK. Just omit this page. Hopefully, you’ll have a page full of quotes in a couple of months.

Always include the book title, author, ISBN, format (hardback or trade paperback) and price on every piece of correspondence.

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What is a Press Release?

A Press Release alerts the media to your book and / or your expertise. In many cases, media can simply use your release and print it in the magazine or newspaper. Other media people will request a copy of your book and / or an interview to write a story, or complete a story they are working on.

One of the biggest mistakes new publishers make is assuming the world cannot wait to hear that you have published a book. Their press releases only talk about the release of the book. They are, sadly, ignored. You must create a story, a "hook" for the media to use.

Download this incredibly helpful e-book on How to Write Trash-Proof Press Releases 

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How do I get my press release to the media?

A lot of new publishers send press releases to every magazine and newspaper they can find. Most of these go into the trash or deleted as spam. You need to target your audience, the same as you do when you make up your marketing plan.

Here are 2 companies that distribute press releases at low—or even no—cost (remember, you get what you pay for).
Immediafax 

PRWeb 

Some services will post your press release for free:


Common Dreams Progressive Newswire
Dime-Co
E-Boom Websolutions
eWorldWire / PR Free
Expressseek
Free Press Release
I-NewsWire
PR.com
Press Arrivenet 
PressBase
Pressmethod
PRleap
PRWeb 
Web NewsWire
Webwire

United Kingdon:
Pressbox

Or you can have a Publicist take care of this for you.

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What is a Publicist?

A Publicist is a person who represents your book to the media. This can be very helpful to small publishers. Having a professional publicist makes the media take you more seriously than if you were representing yourself. Most publicists insist on a 6 month commitment for a set fee. Mailings, long distance and many other charges are billed separately. There are some publicists who charge a per-hour fee. They are hard to find.

Publicists send out
press releases, press kits and sometimes books for reviews. They also work to get you and your book media coverage.

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Thank you to Creative Minds Press for providing the content for this FAQ

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