Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Authors often overlook book publicity when creating their book marketing plans. That’s usually because they:

• Don’t know what it is
• Don’t realize it’s a realistic option
• Want it but don’t know how to get it

But those who understand key book publicity facts and are interviewed on television or a podcast? Or who see their book included in a media outlet’s “best of” list? Or are interviewed for an in-depth article on something they know a lot about?

Those authors are hooked on the power of publicity.

Not sure what it’s all about? I’ve got four book publicity facts that help demystify the topic and process so you can use book publicity to introduce more readers to what you write.

Fact #1: Book publicity is that free media exposure that results when your book title appears in a print or digital newspaper, magazine, or blog article or is heard in a podcast, radio, or TV interview.

With the growth of social media, that definition has expanded to include social media mentions. For our purposes, though, we’ll focus on just the news media.

The biggest difference between publicity and other forms of marketing – advertising, direct mail, sponsorships, etc. – is that you can’t buy it. You simply can’t pay for an interview with a legitimate news outlet.

In addition, studies show that publicity is 10 times more effective than advertising (which is when you pay for, place, and control the message along with when and where it appears).

That’s because of the implied editorial endorsement. The thinking is: If a journalist thought enough of you or your book to interview you or reference the book, you must be an expert (or your book must be a great resource).

While publicity is free, authors often pay for related services such as press release distribution (I recommend eReleases) or a publicist.

Fact #2: Free press release distribution services and sites don’t actually “distribute” press releases.

Authors often tell me that they use free press release distribution sites, but this is one of those situations where you get what you pay for.

“Free press release distribution service” is a misnomer. Free sites don’t send your press release out to reporters, producers, editors, writers, hosts, or bloggers.

The releases sit on the service site waiting to be discovered. That’s better than nothing – and who knows? Maybe it will be found there and used.

Still, if you want to make sure your newsworthy press release or tip sheet gets distributed to the right media outlets and journalists, build your own media list or use a paid press release distribution service (see 1. above).

Fact #3: Book publicity is about more than sending press releases.

Press releases, especially book announcement press releases, are only part of the mix (although that release announcing your book’s publication is essential because it’s so versatile).

You should also pitch appropriate media outlets on story or segment ideas related to your book that you can contribute to as an expert source. 

To do that, study the media outlets, blogs, and podcasts read, watched, or listened to by your book’s target audience to figure out what sorts of articles and segments they run.

Once you’re clear on the kind of content they use, you’ll be ready to brainstorm article and segment ideas that you can “pitch” – propose – as an expert resource.

Many authors also pitch and write by-lined articles or essays on topics related to their books. These are often published with a writer credit that includes the author’s book title.

Fact #4: You don’t need relationships with journalists to get book publicity.

Oh, sure, if you have them, relationships help. But they’re not required.

What you need is an understanding of how the system works — which media outlets reach your target audience, how to find the right person at that outlet to contact, and what to pitch them.

When I was working for clients as a publicist, I got them featured in publications ranging from USA Today and Business Week to the front page of The Wall Street Journal without knowing a soul at any of those media outlets.

When my first book came out, I booked myself on nationally syndicated TV talk shows, appearing alongside celebrities that included actor George Segal, without any contacts at those outlets.

But what I did know was the importance of studying each target outlet to understand:

• What they use
• How my book or my client’s product, service, or story fit into that framework
• How to determine the best person to contact
• How to write a pitch that would get read

You can do this, too.

More resources on book publicity facts

I’ve linked throughout to several articles on this site that can help you take advantage of these four publicity facts, but here are a few more:

• The best ways to get author and book publicity
• Trade journals: The book publicist’s secret weapon
• How to get trade journal book publicity
• Sell more books in your backyard with these local book publicity tips
• Free download: 8 Services That Help Journalists Find Authors and Other Sources

All it takes is time, a willingness to learn, and persistence. That last point is especially important. Even skilled, experienced publicists strike out frequently. But with persistence, they succeed. And so will you.

What do you need to learn about book publicity, or what advice would you offer authors? Share it in a comment.

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you). 

Want to sell more books? That can only happen when your ideal readers discover it.

Your book’s press release is a tool that helps with that discovery process.

A book announcement press release summarizes your book, helps people understand how it will help or entertain them, and tells them a little about the author and why they’re the best person to write it.

Just the facts, ma’am

You write it as if you’re a journalist reporting on news that your book has just been published. It’s factual. There’s no hyperbole, exaggeration, or opinions.

via GIPHY

There are other types of press releases that are useful for book promotion, including tip sheets and event announcements (be sure to read, “Author press releases: 10 situations that deserve one and 4 that don’t“).

But this one is unique to authors. It’s on my list of five essential tools for authors.

A book announcement press release is a must-have in part because it’s so versatile. Get more mileage from yours (and the time you spent writing it) by using it these eight different ways.

1. Distribute it to the press with advance review copies of your book.

This is the most important reason to write a book announcement press release. You never want to send a review copy to the media without one.

When sending a print review copy, fold your press release and tuck it into the book.

If you’re sending an e-book, copy and paste the press release text into your email message.

2. Distribute it to a handcrafted media list without advance review copies of your book.

You probably have a good idea of which print and online publications might run a short new book announcement rather than write a review.

This is often the case with daily and weekly newspapers, city business journals, consumer and trade magazines, alumni publications, and some blogs.

Rather than pay a press release distribution service to blast your release to a large media list, handcraft your own list and email your press release to each outlet individually with a brief personal note.

3. Send your book’s press release to the press through a press release distribution service.

These web-based services charge a fee to send your press release to a large number of media outlets.

When using one of these services, be thoughtful about the media categories you select for your distribution list. For example, a regional travel book will do best with a regional distribution list, while a business book’s list should include business sections of large daily newspapers, city and state business journals, and business magazines.

There are several press release distribution options. I like eReleases. If you’re a member of ExpertClick.com, your membership includes press release distribution.

4. Post it in the news rooms of free press release distribution services.

There’s a big difference between paid and free press release distribution services. In fact, the biggest difference is that only one of them actually distributes your press release. (And it’s not the free services.)

With the free services, your release sits on the site waiting to be found.

But even that serves a purpose. When your release includes a link to your author website, placing it on these sites creates a “backlink” to your site. That can help with your site’s search engine optimization — SEO.

In addition, your press release might actually get found by a journalist searching one of these sites.

via GIPHY

5. Give it to bloggers when scheduling your virtual book tour.

A virtual book tour is a book marketing tactic that lets you share information about your book with blogs reaching your book’s target audience.

Your press release will provide the essential information bloggers need when deciding whether you and your book are a good fit for them.

6. House your book’s press release in the press room on your website.

Adding it to your online press room gives journalists researching your topic, you, or your book quick and easy access to the factual and objective information they need.

You want to make it as easy as possible for the media to write about you and your book. Giving them the facts about both facilitates that.

When you write it, include keywords that people will use when searching for books like yours.

It’s one more piece of content that helps your book get found online.

7. Provide it to meeting planners considering you as an event speaker.

Authors who speak usually present on something closely related to their book topic.

The book announcement press release summarizing your book reinforces your positioning that you’re a topic expert. It also makes you look like a pro.

8. Share it with colleagues, friends, and relatives who will support your marketing efforts.

Use it as the basis of the email you’ll send out alerting your contacts that your book is available for purchase.

How to write it

If your publisher will provide your book announcement press release, make sure they send it to you for your review and approval before it gets used. Don’t presume that they will get it right.

In-house publicists are often too busy to read the book and might be writing your press release from information in an out-dated book proposal. When you review it, you’ll be able to spot errors the publicist just can’t.

If you’re writing your book’s press release rather than someone else, save yourself hours and hours of time trying to figure out how to do it by downloading my e-book, Get Your Book in the News: How to Write a Press Release That Announces Your Book.

The PDF format is designed with a layout that  makes the step-by-step information easy to see and follow. The Kindle version has the same content but in a text-only format.

It has everything you need to create a book announcement press release that will work hard for your book.

Write your book’s press release once, use it many times

If you follow this advice, you’ll find that your book’s press release is one of the hardest working tools in your book marketing toolkit.

It took you time to write a quality book announcement press release. Maximize that investment by using it over and over and over.

Do you have a press release that announces your book? How have you used it?

(Editor’s note: This article was first published in April 2016. It has been updated and expanded.)

When I won the public relations industry’s equivalent of an Academy Award for a publicity campaign built entirely around press releases in the ’90s (!), I sent press releases via postal mail.

Those days are gone.

And yet, authors and others regularly ask me if they should mail a printed press release when they have newsworthy information to share.

Nope.

In today’s digital society, the only time you should send a printed press release is when you’re tucking it inside a review copy. You need to email a press release to a journalist.

There’s a right way … and there’s a wrong way

There are several reasons why we send press releases with email:

• It’s the 21st century.
• Email lets journalists copy and paste from a press release. Otherwise, they have to retype what’s in the printed document.
• It’s fast.
• It’s so much more cost effective. You’re not paying for paper and postage; nobody is spending time labeling and stuffing envelopes.
• It’s eco-friendly.

Seems obvious, right?

What’s less obvious is that there’s a right way to do it, and there’s a wrong way to do it.

And many, many people who send press releases for a living – publicists – do it the wrong way. I know because I receive their press releases daily.

Their mistake makes sure their message hits the recipient’s trash bin quicker than I close Facebook when I see a snake photo.

You don’t want to make their mistake.

Video tutorial: How to email a press release

I created a step-by-step video to show you how to email a press release to journalists the right way. You can also read the loose transcript of my video instructions under the video. (To see the video steps better, use the “full screen” icon in the lower right of the video box.)

Video transcript

Today I’m going to answer a question I get asked all of the time: What’s the best way to e-mail a press release about your book to a journalist or a reporter?

I can tell you now what the worst way is: Sending it as an attachment.

I know authors do it that way because I receive them in my e-mail.

Journalists – and others — usually won’t open attachments from people they don’t know. That means the press release doesn’t get read, and it could explain some of the disappointing results.

I’ll walk you through the process on my computer screen. It will only take a few minutes.

What you do want to do is copy and paste. You don’t want to attach anything – whether it’s a press release or photos.

1. Start with a catchy subject line. Don’t use “press release from author” or “News release.” You can copy and paste the headline of your press release – that can work. I write something catchy and have it prepared in my Word file with the press release. I’ve used “New book shares pro’s press release secrets” because the press release we’re working with announces my book, which teaches authors how to write a book announcement press release.
2. Then add a short introduction that personalizes the message and says something like, “I hope you can use this; let me know if you have questions.”
3. Copy and paste your press release into the e-mail message form.
4. Add your signature.
5. Check everything over.
6. Fill in the “To” line. If it’s just one person, just type in the e-mail address. If you’re sending it to several at once, you want to protect their privacy and e-mail addresses by not using the “To” space. When sending to more than one person, put all addresses in the BCC line (blind carbon copy) and send it to yourself.
7. Hit the send button.

That’s it. In summary, you need:

• A great subject line
• Quick cover note
• The press release copied and pasted
• E-mail signature
• The “To” line and “BCC” line completed (when appropriate)
• Review before sending

Use a press release distribution service for mass distribution

When you want to send your press release to a large media list, you’re better off using a press release distribution service.

When you use a service, all you need to do is write a newsworthy press release and select the media outlets you’d like to receive it. My favorite is eReleases for a number of reasons that include customer service and your ability to be more selective with the media outlets you’ll want on your distribution list.

Because these services continually update their media contacts, they save you a great deal of time. Some even help improve your press release — never a bad thing.

If your list is smaller or more targeted — local media only or specific trade journals, for example — consider creating your own media list. I’ve got instructions for that in “How to build a killer book publicity media list.”

Write a press release the media will use

You now understand how to email a press release to journalists. Do you know how to write one?

The most important thing to remember when writing a press release is that it must mimic a newspaper article. A press release is news content, not an advertisement. Focus on the facts; omit hyperbole.

I’ve got two resources that will help with that (and be sure to read “Author press releases: 10 situations that deserve one and 4 that don’t“).

1. Get Your Book in the News: How to Write a Book Announcement Press Release
2. Build Book Buzz Publicity Forms & Templates

Get Your Book in the News: How to Write a Book Announcement Press Release walks you through the process, answering your questions before you think to ask them. It includes lots of examples, a template, and other press release resources that will help you succeed.

It’s available as a colorful PDF download with graphics that make it easier to follow and understand the process, and in Kindle format.

Build Book Buzz Publicity Forms & Templates is a collection of fill-in-the-blanks forms for two types of press releases, tip sheets, and 12 other commonly used author press kit and media relations documents. Instructions for each tool and actual samples are included so you have a complete blueprint, whether you’re creating a press release or a Q&A for your site.

Now you’re ready to start sending!

Do you have a question about sending press releases? Please ask it in comment.

(Editor’s note: This article was first published in July 2012. It has been updated and expanded.)

Michaels, who has won four book awards in the past few years, makes sure her audience hears the good news, too.

For example, when her Sweet T and the Turtle Team was named the best environment category book for children by the Literary Classics Book Awards, Michaels documented her experiences at the organization’s pre-pandemic conference and awards event through photos.

She didn’t just text time images to her family and writer friends, though. Michaels used the images to create social media posts, an article on her blog, and even a video.

Tell people you won a book award

Michaels knows that it’s on her to make sure the book-buying world knows that her books are award-winners. It’s worth the time it takes, too, because an award lends a certain amount of prestige and cache to your book.

How can you follow Michaels’ lead and make the most of the awards your book will receive? Here are 12 ideas.

1. Ask what the contest organizer is doing to promote winners.

There’s no point in duplicating efforts. Many will distribute an announcement press release and feature a list of winners on the competition website, but what else happens – anything? Do they send a personalized press release to your local newspaper?

If they do, you don’t have to. If they don’t, see number 2 below.

2. Send a press release.

Using the organizer’s press release as a starting point, send your own press release to:

• Your local daily and weekly newspapers
• Alumni publications
• Industry trade magazines (if that’s appropriate)
• Association newsletters for groups you belong to

Change the organizer’s headline and first paragraph to focus on your connection to the media outlet (“Local author wins national book award,” “LSU alum wins national book award,” “Industry expert wins national book award”).

3. Update your cover.

For e-books and print on demand, incorporate the award seal into your cover design immediately. If you have printed books in inventory and the organizer sells award stickers, buy a roll.

4. Send an email announcement.

People who know you will want to share your excitement.

Michaels shared the news with her email newsletter subscribers. In addition to announcing your award and its significance, make sure you explain briefly what the book is about and include a link to a purchase page.

5. Share the news on social media.

Your connections will be happy for you. Give them a chance to applaud your accomplishment.

6. Include it in your social media profile.

For example, when Michaels wins an award, she changes her Twitter and Facebook page headers to images that showcase the awards.

7. Use it to get reviews.

When sending out advance review copies for your newest book, mention any awards in your cover note. People are more likely to want to read and review your newest work when they know that previous books were recognized for their quality.

8. Ask the judges for feedback.

Then use it in your marketing materials. Even a short phrase indicating why your book is a winner will go a long way on your book cover, website, online sales pages, and press materials.

9. Include it in your author bio.

You are now “an award-winning author.” Say so in your bio for the book, your website, and social media profiles.

10. Update your book description.

Few things give book buyers confidence like the phrase “award-winning.” Work this into your book’s description everywhere – including your website, retail sales pages, and Goodreads. 

11. Announce it on your website.

This good news belongs on your home page and the page that’s dedicated to book information.

12. Incorporate it into marketing materials.

Michaels added award information to the bookmarks and tent cards she created for book signings.   

Watch out for the scammers

Here’s a word or two of caution about awards, though: Because many authors would like to claim “award-winner” status, you have to be careful that you don’t let scammers take advantage of you.

Some aggressively promoted competitions are nothing more than income generators for organizers. Before entering a contest and paying a fee, check the list of contests and competitions reviewed and rated by the Alliance of Independence Authors.

Which of the reputable competitions on that list could you win?

What did you do to get the most from a book award? Please share your tips here!

(Editor’s note: This article was first published in December 2013. It has been updated and expanded.)

Is your book on any of those lists?

Maybe it isn’t, but it probably belongs in some other editorial “roundup” article about books, whether it’s now or another time of the year.

What’s a “roundup” article?

So what, exactly, is a roundup article?

For book publicity purposes, a roundup usually gathers up the best, worst, most, least, newest, top, funniest, etc. products related to a specific category or theme.

Examples of roundups specific to books include:

• Top InstantPot/slow cooker/air fryer cookbooks
• Most popular romance novels this year
• Best new gardening books
• 7 home improvement books you can’t live without
• Great books for newlyweds
• Treasured all-occasion gift books

There are also topic roundups that include other products besides books. Here are a few ideas:

• Best gifts for new college grads
• 10 must-have tools for every home kitchen
• 15 things parents say they can’t live without
• Favorite stress management resources
• Top home office products

You get the point, right? Roundups are easy to spot once you’re aware of them. You’ll find them in online media sites, magazines, newspapers, and blogs.

Your book’s roundup topic

Your book can be part of a roundup article that appears in the press, too. To make that happen, first determine the roundup topic.

Start with your category. If it’s fiction, is it science fiction, historical romance, chick lit, hen lit, mystery, young adult, or children’s? If it’s nonfiction, is it a self-help, health, memoir, biography, business, or how-to book? There are more, of course. The point is, get specific.

Next, move from category to sub-category. For example, my recently updated book, Get Your Book in the News: How to Write a Press Release That Announces Your Book, is a business book. That’s the category. The book teaches authors how to write a press release that announces a book, so the sub-category could be “authors.”

Use the category and sub-category to brainstorm topic ideas. For example, knowing that my book is for authors with a new book, the roundup topic for it might be, “Best books for new authors” or “Top resources for authors launching books.”

Written a mystery set in New York’s Adirondack Mountains? Get regional publicity with a roundup on “10 books that showcase the Adirondacks.” Need some attention for your book on how to care for a dog? “20 books all dog owners should own.” Got a young adult novel coming out? “18 teen gift ideas.”

How to use your roundup idea

There are a couple of ways to turn your roundup idea into something that generates results.

You can pitch the idea to the press (more on how to do that in “How to pitch a round-up article“) or you can create a press release that helps do the job for them. 

To write the press release, simply do the research to build the list of options for your roundup topic, and include your book in the mix. If it’s a “books only” roundup, you probably know what other books to include because they’re your top competition.

If your roundup idea includes non-book products, you know your topic and audience so well that you already know what should be on your list.

For example, if your topic is “top home office products” and your book is related to remote work (something a lot of employees are familiar with right now) or solopreneurship, you might also recommend a stand-up desk and ergonomic office chair, among other products.

Download this roundup press release template

I’ve created this downloadable fill-in-the-blanks press release you can use to do that. Click here to view, then download it:

Build Book Buzz roundup press release template

For information on how to distribute it to the press and bloggers, read “How to build a killer book publicity media list.” If you don’t use my preferred press release distribution service mentioned in that article, be sure to read “How to email a press release to journalists” before hitting the send button.

Actual roundup examples

Here are a few published roundups to give you an idea of your end goal, whether you’re pitching the idea or writing and distributing a press release.

• 20 Books to Read in Quarantine This Summer
• 16 Best Political Books to Read Before the 2020 Election
• The 26 Best Baby Shower Gifts of 2020

Remember, you can also use the list as a blog post or newsletter article. I do this every year with holiday gifts for authors and writers. I don’t pitch the idea to writer’s publications or newsletters, and I don’t send a press release, but I hope I help my readers and the people who shop for them at the holidays.

Spend some time thinking about what type of list your book should be a part of, then take action. It’s a fun way to support your book and those of others.

What roundup article should your book appear in? Share your book’s topic and the roundup title in a comment.

(Editor’s note: This article was first published in July 2013. It has been updated and expanded.)

You send a book announcement press release, and every book needs one. This book publicity tool tells the media and others why and how your book will make a difference. It’s the author’s equivalent of a birth announcement.

It’s not optional — it’s a necessity. And because of that, it can be the single determinant of how much attention your book receives.

Potential impact of your book’s press release

Why?

When you send a book announcement press release with a copy of your book to reviewers, they skim the document to decide if the book is a good fit for their publication, website, and so on. If it’s badly written or doesn’t have the information they need, want, or expect, your book won’t be reviewed.

Simply put: If you want your book reviewed by media outlets and credible bloggers, you need a good book announcement press release.

It’s a multi-purpose tool

Book publicity is about more than book reviews, though. That’s why you need a press release for your book to get other kinds of valuable exposure, including:

• Interviews with local media outlets
• Short news items in newspapers and magazines
• Radio and TV interviews
• Blog interviews on your virtual book tour
• Speaking engagements
• Website traffic

Most traditional publishers will write and distribute book announcement press releases for their authors. If you’re self-published, you need to go the do-it-yourself route, even if you’ve never seen a press release before.

Get started with these tips

If this is a new concept for you, here are a few tips that will help get you on the right track.

1. Study what the big publishers send to the press. Use Google to find the press rooms of a few big publishers and read their press releases. What can you learn from them?
2. Search for press releases on paid press release distribution sites such as eReleases (that’s an affiliate link, which means I’ll receive a small commission if you use their services) and PR Newswire. Use them as samples that guide you.
3. Avoid the mistakes made by most new press release writers. They including putting your name in the title and ditching the expected format in favor of being unique or clever.
4. Take the time to learn. I wrote Get Your Book in the News: How to Write a Press Release That Announces Your Book so that you would have absolutely everything you need to know about how to write an attention-getting press release for your new book. Follow the clear instructions and you’re done.
5. Proofread, proofread, proofread. Your book announcement press release tells media reviewers, blog reviewers, and others what to expect from your book. If it’s loaded with mistakes, they’ll presume that your book will have lots of mistakes, too.

Your book’s press release can be the difference between success and failure. Take the time to write one that matches what media reviewers and others expect. It’s not hard when you have a little help.

Have you written yours yet? What has been your biggest press release-writing challenge? 

(Editor’s note: This article was first published in July 2012. It has been updated and expanded.)

Holiday gift guide topics vary, but typical headlines include “10 last-minute gifts for under $20,” “The best gifts for cooks,” and “What to buy the person who has everything.”

Many authors notice these and email me to ask, “How can I get my book included in a holiday gift guide this year?”

Here are three ways to do that.

1. Propose a “roundup” of books in a specific category or genre.

A “roundup” article usually gathers up the best, worst, most, least, newest, top, funniest, etc. products related to a specific category or theme.

Here are a few ideas for book roundups — use them to think about what might work best for your book:

• Best books for runners
• Favorite instant pot cookbooks
• Most popular new novels
• Best books for getting fit in the new year
• Top books for entrepreneurs
• Favorite books for early readers
• YA novels everyone’s talking about
• New diet craze books

Pitch a roundup to specific, targeted media outlets using the instructions in “How to pitch a roundup article.”

To get your idea picked up by multiple media outlets, write and distribute a press release announcing your gift idea, instead.

Write your press release as if it’s a newspaper article — no hype, no superlatives, no selling. List the books you recommend for the gift guide, making sure to add yours near the top. Include a short description of each book.

Use a press release distribution service to reach as many relevant media outlets as possible with your press release. Here’s an affiliate link for my favorite service, eReleases.

If you don’t know how to write a pitch letter or a press release, you’ll appreciate the templates for each plus actual samples in Build Book Buzz Publicity Forms & Templates.

2. Propose a gift roundup built around a topic or theme.

Even I publish one. It’s my almost-annual gifts for writers and authors post.

The umbrella concept you select might be built around a budget, hobby, profession, the recipient’s age, or your book’s theme. Ideas to get you thinking include:

• Best gifts for soon-to-be or recent retirees
• 10 must-have gifts for under $20
• Holiday gifts for health nuts
• 10 kitchen essentials for foodies
• Favorite gifts for the newly-engaged
• Top teen holiday gifts

Follow the pitching instructions in point 1 above — either send an email with your idea to specific media outlets, or write and distribute a press release for wider exposure.

3. Subscribe to Help a Reporter Out — HARO — and respond to gift suggestion queries from journalists.

HARO is a free daily email service that connects journalists with sources.

The 800,000-plus people who use it receive three e-mails a day loaded with queries from journalists who describe what they’re looking for in a source and why.

In November and December, you’ll start to see queries for holiday gift guides. If you make the effort to scan those emails for these opportunities, you might get your book into a gift guide pretty easily.

The trick to getting selected as a source — all of which you don’t pay for — is responding to the right queries appropriately. Learn how to do that in my online course, “Get Quoted: A Journalist’s Strategies for Using HARO to Snag Book Publicity.”

It takes just a few minutes each day to scan the emails for gift guides that could be a good fit for your book.

It’s a more passive approach than making a direct pitch to just the right media outlet or sending out a press release, but it’s easier and takes less time. Just be certain to respond only to those gift guide queries that truly are a good fit for your book.

Respond promptly, too. Journalists who receive more responses than they need tend to accept those that come into their inbox first.

Finally on that point, read the entire request and follow the instructions carefully.

Promote your book as the perfect holiday gift this year

Make getting your book into a media outlet’s holiday gift guide a priority this year.

Whether it’s a blog, an online magazine, or a printed newspaper, your book will enjoy the boost that publicity always brings.

Has your book appeared in a gift guide? Please leave a comment telling us how it happened. 

Not long before that, when author N.T.’s book was nominated for a citywide award, she asked if she should send out a press release.

In both cases, I discouraged them from sending announcements to the press. “Save it for when you win,” I advised.

My advice might have confused them. After all, I often recommend writing and sending a press release when you have news to announce. Many others with experience in this area provide the same advice.

What are the “rules?”

If an award nomination isn’t cause for a press release, then what is?

I’ll answer the question with two more.

First, ask yourself: “Is this really news?”

Then answer this question: “What media outlets use news like this?”

I applied these two questions to the nomination inquiries I received from authors B.D. and N.T.

For both, the answer to “Is this really news?” is “It’s news to share with your networks but not news for a general audience, particularly people who don’t know you.”

So in both instances, instead of encouraging them to send a press release, I recommended that they:

• Add something about their announcement in their next e-mail newsletter
• Write a blog post about it
• Share the news on the social networks they use most often

All three tactics are reasonable and appropriate alternatives to sending a press release in this situation.

7 situations that deserve a press release

Being nominated for an award isn’t newsworthy from a media standpoint. Winning an award is, however. With that in mind, here’s a list of situations when you might want to write and send a press release to relevant media outlets.

1. You’ve published a book. A book announcement press release is an essential author marketing tool.
2. Your book has won an award. Congratulations on that book award! Your local daily and weekly newspapers will be especially interested.
3. You’re speaking at a conference or event.  Send the press release to local newspapers and trade publications in the conference industry.
4. You’re making a presentation and signing books at a bookstore or another venue. Send a book event press release to local newspapers three weeks before the event. If you’ve got good visuals, include local TV assignment editors on your distribution list.
5.  You’ve been named or elected to a leadership position in an industry association. Local newspaper business pages and city business journals use this kind of news.
6. You’ve been selected to serve on a board of directors. Local daily and weekly newspapers, city business journals, industry publications (trade journals), and the newsletter of any association you belong to might run this news.
7. You can offer advice on a problem your target audience struggles with. (This type of press release is called a “tip sheet.”) Distribute your tip sheet nationally.

Write it like you’re a reporter

Remember to write your press release in a journalistic style — write it so it reads like something you’d see in your local newspaper. Don’t use exaggeration or hyperbole.

If you’ve never done this before and need help, use the templates and sample press releases in Build Book Buzz Publicity Forms & Templates.

Need help compiling your media list? Check out the instructions in “How to build a killer book publicity media list.”

Want to send it to a national media list? Consider paying a press release distribution service to do it for you. (That’s an affiliate link, meaning, I’ll receive a small commission if you make a purchase with it.)

Tell us your news in a comment and we’ll tell you if you should send a press release. 

I’m talking about the press release — also known as a news release or media release.

I know the value of press releases to authors firsthand: My first book contract came as a direct result of a single press release that I wrote and distributed to a carefully handcrafted list of media outlets nationwide.

The one-and-a-half-page press release announced a printed subscription newsletter I had created to help explain male behavior to women. The results? Here’s a sampler:

• The newsletter was featured on the first page of USA Today‘s “Life” section exactly a week after I mailed the press release to the media with the first newsletter issue.
• It was profiled on the first page of the second section of The Wall Street Journal.
• I was interviewed by CBS‘s top investigative reporter, Bernie Goldberg, for a segment on the third episode of “Eye to Eye with Connie Chung.”
• I became the darling of morning drive-time radio coast-to-coast , doing hundreds of interviews about the lighter side of male behavior.
• I won a Silver Anvil award, the Oscar of the public relations industry, for the global publicity generated by the press release campaign.
• Most importantly: I got calls from literary agents and book publishers who asked me to turn the newsletter into a book (which I did, publishing WHY CAN’T A MAN BE MORE LIKE A WOMAN? with Kensington/Zebra).

That’s why it kills me to see how few authors are using press releases to build buzz or, just as bad, using them incorrectly.

Let’s talk press releases

So . . . when Dana Lynn Smith asked me to talk about authors and press releases for her Savvy Book Marketer podcast this week, I did a little cheer in my chair.

I hope you’ll listen in to learn why you should be using them, how to write them, and how to use them effectively to build media and other buzz for your book. Our interview lasts just under 30 minutes, so grab a hot cup of coffee on this frigid day (it was -7 when I woke up this morning) and listen to our conversation on the Savvy Book Marketer podcast at this link:

Savvy Book Marketer podcast 

If you have a press release question after listening to the podcast, please come back here and leave it in a comment so I can answer it. Thanks! 

The answer depends on what you’re announcing. Press releases, also known as news releases, always announce news. The biggest announcement most authors will make is that their book has been published. You’ll share that news in a press release sent with review copies, etc. (Learn more on that in “Why you must have a press release that announces your book.”)

Some of what we include in a press release, and how we present it, is changing as social media evolves and becomes more and more important. The basics are still the same: Your press release must focus on the benefits to the reader and the content must be well-written and interesting. But we can do more than that — we can make our press releases more “shareable” now.

New school rules

Sarah Skerik, vice president of content marketing at press release distribution company PR Newswire and the author of the company’s free e-book, New School Press Release Tactics, shared tips in a PR Daily article, “New-school ways to grab attention with your press releases.” (By the way, the article is a great example of what authors do on virtual book tours.)

Her tips apply to authors seeking book publicity, but they’re not written for authors. They’re written for savvy PR pros who write and distribute press releases for a living.

With that in mind, I’ve pulled out a few of the tactics in the article that you can implement without having a PR degree or super social media savvy. The tips I’ve selected are based on my experiences with authors I work with in one of my courses or through one-on-one coaching.

New tactics to try

For the most part, authors aren’t highly sophisticated with their social media usage — for example, telling them to “embed a click-to-tweet link” within the press release is going to generate panic. I mean, really, what teacher-by-day, author-by-night knows how to do that?

I think most authors can implement the three tactics from the article that I’m sharing here, though:

• Encourage on-the-spot social sharing. Skerik recommends highlighting key messages and embedding a “tweet this” function (see above), but I think adding social media sharing icons with plug-ins like DiggDigg or AddThis is more realistic for the typical author.
• Write a tweetable headline of 100 characters or fewer.
• Employ bullet points to highlight key points and draw readers’ eyes deeper into the copy.

While you’re at it, don’t limit yourself to writing only a press release that announces your book. Find or create other newsworthy developments to announce in a press release so that your book title continues to appear in the news.

Have you written a press release for your book that wasn’t a book publication announcement? What was the topic?