Your Press Release ~ A Reflection of You

by Rebeca Seitz
Glass Road PR

Press releases – they’re the only face many media outlets will see of you. Just like your book proposal, your press release may be blithely tossed aside by its recipient, or devoured word by word.

Part of that outcome rests in the quality of the release. Since we have control of that, let’s look at ways to ensure a fabulous release is the result of your hard work.

First, ensure your release looks like an entertainment release. Add your book cover to it, in color. If you have room, add a small picture of yourself. This lets the recipient know the release isn’t about news, it’s about entertainment.

Second, write copy that informs, but does not sell. For instance, “Thousands of readers have already flocked to the stores to purchase advance copies of this book,” works better than, “Don’t miss the boat! Hurry to your neighborhood bookstore before all copies are gone!” The first sentence is informative and gives the media rep a fact to use in a story. The second is more consumer-oriented and is meant to increase sales.

Third, if you have a personal story, tell it. Did you scale Mount Everest to research your main character? Say that! Work for six months in soup kitchens to write a story about the homeless? Tell it! Media love the human interest angle of the story behind the story.

Fourth, and finally, be certain to include contact information for the media rep to get further info.

Remember, the release should be a reflection of you and your book. Whether you or your publicist writes the release, the end result should not be a form that’s been filled out. Instead, the release is you, standing with hand extended to media, saying, “Hi, nice to meet you.” Make sure when that release looks in the mirror, it’s seeing your reflection.