In a promotional world dominated by social media, is there still a place for old-fashioned press releases? Simon Whaley chats with one writer about their experience.
Social media dominates the writing world. We’re encouraged to have writer profiles that promote our work, publicise our writing projects, and help us engage with readers. In the BSM days (Before Social Media), one of the best ways to promote a new book was to issue a press release.
In some ways, press releases had a lot in common with social media posts. We never knew who might see them, who might stop what they were doing to read them, or if anyone would even notice them at all. But sometimes, just like a social media post, one would resonate with the world and go viral.
So, do press releases still have a place in today’s world? Can they still benefit our writing business? And if so, how do we go about issuing one?
Authorised Article
Media outlets love press releases because they are authorised content. Not only is the information designed to be shared, but it is official. It is not hearsay from some dubious social media influencer, but information the author has approved for distribution.
Media organisations know they can safely take quotes from the press release. This can be useful when we want to get across a specific message. Putting our message as a direct quote from ourselves means it is much more likely to be copied and included in anything the outlet writes about our book. Including endorsements of our book as quotes can be useful, too.
Uploading a copy of our press release to our website can also make it work harder for us. Not only is it there for any journalists searching for information about us or our writing to find, but it can also influence how search engines rank our content, especially if our press release includes search terms people might use when looking for books like ours.
Reader Reach
Helen Baggott is the author of the Posted in the Past series of books and has found press releases are still a useful tool in her publicity process. They allow her to target her message at a specific readership.
‘It’s important to target potential readers, and sending out information to relevant publications is essential,’ she explains. ‘My latest release, Memories from the Future, is a genealogical novel set in Exmoor. So, emailing local newspapers and magazines with all the relevant information, including an image of the cover, was essential.’
Being selective with whom she approaches enables Helen to offer more to those who are interested in her release.
‘I emailed publications in the Exmoor area and genealogy-related magazines. I offer to send a review copy, and this is usually accepted. Of the seven I emailed, only one didn’t reply. That was a shame, but the others have proven to be successful.’
As she later found out, sometimes even non-responses can still produce benefits.
‘Actually, two didn’t reply, but my name appeared as a Google Alert and I found they’d included the book in the online version of the newspaper with the cover. I had no idea that was happening.’
Setting up a Google Alert for our author name can be useful for many reasons, but it’s great for keeping tabs on marketing efforts. To set one up, visit https://www.google.com/alerts.
Thinking Differently
Knowing where to send a press release is all about knowing who our potential readers are. Targeting the obvious outlets, such as national, local, and relevant specialist press, is important, but Helen has discovered the less obvious markets can be extremely beneficial.
‘For me, it’s not just magazines and papers. The Exmoor National Park Authority is stocking my book—so, think outside the box.’
They initially ordered twenty copies of Helen’s book for their visitor shops.
Press releases may have fallen out of favour with writers because it’s difficult to track their effectiveness. When we advertise on social media, we can set up our adverts to track clicks, which helps us identify exactly which ads lead to sales. That’s not possible with press releases, but as Helen explains, she sees them more as an awareness-increasing tool.
‘It’s impossible to put a number of book sales against the press releases. It’s about awareness, and you just don’t know who will come across the publication. One magazine I contacted comes out six times a year and is focused on tourism in Exmoor. It’s available for free and is left in hotels and tourist attractions. Who knows who will see it?’
Sometimes, a press release can really deliver dividends. ‘My aim is to get a minor mention,’ says Helen, ‘but a few years ago a regional newspaper that covers the West Country interviewed me over the phone and sent a photographer from Bristol to Dorset. I was featured in their weekend supplement. That was a two-page colour spread and was quite a success. I received emails from readers who wanted more information.’
Press Release Pointers
To create a press release, include the following six key points:
- A catchy headline. Repeat this as your email header. Journalists get hundreds of press releases every day. Yours needs to stand out. Don’t say, Local author launches new novel. Think of a journalist looking for a good story. Consider wordplay and puns. Give it a unique hook if you can. Mention the book’s title, or the series it is part of, and keep it to fewer than fifteen words. Blooming Murder: Local author reveals Shropshire’s inspiring floral locations for new cosy crime series.
- An informative opening paragraph. Have answers to each of Rudyard Kipling’s six honest serving men: who, what, where, when, why, and how. Award-winning author Simon Whaley (who) brings murder and mayhem (what) to the quaint Welsh Border town of Mortiforde (where) in Blooming Murder (how), the first novel in his witty new cosy crime series (why), published in May (when).
- A second expansive paragraph. This is the place to give further details. For fiction, consider including some of the blurb (and tie it in with the headline), and mention any local connections. For non-fiction, explore who would benefit from reading the book. Include all the book details: its full title, ISBN, price, formats available, and where readers can buy it. This is also a good place to put any quotes you’d like media outlets to use in their copy, whether that’s quotes from you, or quotes from others who have endorsed your book. “I have to write cosy crime because I don’t like blood, guts, and gore,” Simon explains. “I don’t even like the sight of my own blood. Well, it’s not a good sign if you’ve sprung a leak, is it?”
- Author bio. Give a brief biography about yourself, mentioning only what’s relevant in connection with your book, and to whom you’re targeting your press release. For example, if approaching a local publication, mention local connections. Simon Whaley has lived in Shropshire for nearly thirty years and enjoys walking the local hills, which gives him the inspiration for his murderous ideas. He also writes about walking in Shropshire for Country Walking magazine.
- Add the heading “Notes to Editors”. This separates the main content of our press release from the additional information we’re offering to editors. Insert a Call to Action. If you’re available for interview or, as Helen has mentioned, are willing to send a review copy to outlets that want to know more, make it clear what you’re offering and how to get in touch. Mention your preferred contact method. Offer an email address if you don’t like your writing time being interrupted by phone calls.
- Contact information. Repeat any contact details listed above, and include other ways for editors to get in touch or find out more about you. To prevent your personal email from being flooded with requests, set up a separate email address for media inquiries. List any social media profiles you actively engage with, and don’t forget your website. Include a phone number if you’re happy to do so.
Always write press releases in the third person and, ideally, keep them to less than one page. Include relevant attachments, such as an author photo and an image of your book’s front cover, or include a link where outlets can download them.
Most publications have an email address for news stories. Search the contact page for guidance. Many begin with news@ or newsroom@. Over time, you might build up a relationship with a journalist, and so emailing them directly in the future can be more effective.
AI services like ChatGPT, Perplexity, and Claude can help polish and hone a press release. Always remember to spellcheck everything before issuing it. Some outlets may simply copy and paste from a release, so you don’t want them copying across any mistakes.
Issuing press releases is something we can do for ourselves, and the only cost is our time. While it’s possible to outsource this work at a cost, doing it ourselves, especially when starting out, can help us identify who our target readers are and where to find them.
A press release shouldn’t be our only tool in our marketing toolbox. But these days, it can still be a highly effective one.
Business Directory: Release Recommendations
Helen Baggott’s tips:
‘It’s often a good idea to send something that can be used without too much editing. Pre-empt their questions, draft something as if you are being interviewed. Send the book’s cover and a professionally taken photo of yourself. Have you prepared an Advance Information sheet? You must also add that as a separate document. What makes your book worth the space you hope they will give it? Why will their readers be your readers? Finally, don’t put all your eggs in one basket. A few years ago, a regional magazine included a book in its review section. They got the title wrong, and the cover was obscured by the template they used (a bookshelf with the reviewed books standing out – except mine!). Any exposure is good, but even established magazines get it wrong. Although you’re dealing with professionals, it does demonstrate that things can go awry.’
© Simon Whaley