When You Need to Create a Press Release
Many writers have never written a press release. They figure that's something their book publisher handles or something they can delegate to someone else. In the normal course of events, your book publisher will prepare a press release for the book. This release is focused on the content of your book and a mixture of information about you as the author and the unique marketing position of your new book. It's a one time event then the publicity person moves on to another book.
There are almost limitless opportunities to promote your events, your forthcoming workshops, your new products and other aspects of your work--if you know how to write an effective press release. It's another critical skill that every writer should add to their base of knowledge. The first part of this process is learning to write the release, then you need to effectively get that release to the right media person (newspaper, magazine, Internet, radio or television) and follow-up. The key will almost always be in the follow-up.
Whether you've never written a press release or it's been a long time or you just want a tool to help you in this process, I've found this resource from John Jantsch at Duct Tape Marketing. It's an online press release generator. You fill in the blanks and it generates a press release which you can receive via email and send out. You have to subscribe and confirm your subscription to reach the Instant Press Release link but then you can save this link in your browser and use it over and over. John is using this tool as another way to build subscribers and it's admirable. If you don't want to be on his list, you can unsubscribe at any time but I see he provides continual value to his audience and recommend you stay with his list.
Another resource in this same area (where you don't have to register for the tool) is the Press Release Builder. If you follow the various links here, you will gain an education in this aspect of the business, learn how to email reporters and much more.
A few readers are probably grousing about this post and wondering why they should even care. They want to get published in magazines. Or they have a novel that they want to get published. Or they have a nonfiction idea that they are putting together into a book. Here’s why you should care: you are the best person to promote yourself. Unless you write certain press releases and send them into the market and follow-up with the media, they will never be written. Yes, you can hire a publicist to write them for you but if your resources are limited, then you should broaden your skills and learn to write press releases.