It tells me that publicity and author press releases are part of their book marketing plan. Publicity is a free way to get a huge credibility boost, so I encourage authors to pursue it.

But  That’s why it’s important to understand which situations are important enough to write and send a release.

You also need to know who to send it to, because it’s not a one-media-list-fits-all situation.

10 situations that warrant author press releases

A press release is also known as a news release – and for good reason. A press or news release needs to announce news.

I always recommend running it through a “who cares?” filter. That will help you decide if it’s “news,” and who to send it to, as well.

If you find yourself in any of these newsworthy situations, consider writing and distributing a press release.

1. Publishing a book

A book announcement press release is an essential author marketing tool. In addition to sending it with media review copies, you’ll add it to your website and use it to interest bloggers and podcasters in your virtual book tour.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal if it’s business-related
• Your local city magazine
• Your alumni newsletter
• Newsletters for trade associations you belong to
• Industry trade magazines
• Bloggers serving your audience
• Podcasters serving your audience

2. Doing a book signing and author presentation

To generate attendance, announce your book event with a press release that covers the basics – who, what, when, where, why, and how.

If you will be demonstrating how to do something, be sure to include that information. Anything visual will up the event’s appeal to TV news assignment editors.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal if it’s business-related
• Your local city magazine
• Your local TV stations

3. Offering advice on a problem your target audience struggles with 

A “tip sheet,” a specific type of press release that offers tips or advice in bulleted or numbered format, is one of the most effective ways to generate news media attention.

Send a general interest tip sheet to:

• All local media outlets, including radio talk show producers
• Daily newspapers with a circulation greater than 100,000
• General interest magazines
• Bloggers covering the tip sheet topic
• Podcasters covering the tip sheet topic

If your tip sheet advice is for a very specific, niche audience, send it to a more focused list of magazines, bloggers, and podcasters serving that audience.

4. Won an award

Congratulations on that book award! There’s a smaller media audience for this kind of news.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal if it’s business-related
• Your alumni newsletter
• Newsletters for trade associations you belong to

5. Newsworthy survey results

Have you surveyed your readers about a topic that will interest others, too? Maybe you’ve asked them how they discover new books to read, where they buy their books, or what book format they prefer. If you write nonfiction, you might have issued a survey with questions related to your topic.

Share the results in a press release.

Send it to:

• Newsletters for relevant trade associations
• Industry trade magazines
• Bloggers serving your audience
• Podcasters serving your audience

6. Speaking at a conference or event 

This is impressive. Provide the who, what, when, where, and why in your press release.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal if it’s business-related
• Your alumni newsletter

7. Speaking at a conference or event and seeking media interviews on site

Conference speakers often work to expand their reach by doing industry trade magazine and local media interviews on site at the event. What’s realistic or possible depends on factors that include your presentation topic, media outlets that will attend, and the size of the conference city (the larger the market, the less likely you are to interest local reporters in a conversation).

Write a short release with the who, what, when, where, and why – just the facts, ma’am. Send it with a request for an on-site interview that includes what you’d like to discuss and why they will be interested in that topic.

Send it to:

• Newsletters for relevant trade associations
• Industry trade magazines
• Local daily newspapers in the conference location
• TV stations in the conference location if the event has a consumer angle

8. Elected to a leadership position in an industry association

Congratulations! Write a short release with the facts and a brief bio.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal
• Your alumni newsletter

9. Selected to serve on a board of directors 

Be sure to include information about the nonprofit you’ll be serving in the press release.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal
• Your alumni newsletter
• Newsletters for trade associations you belong to

10. Local perspective on a timely news topic

Local journalists love when someone in the community can provide accurate, authoritative commentary on a breaking news story. (Earlier this week, that might have been why it’s wrong to assault a colleague at the Oscars.)

Summarize your perspective briefly in a press release; include your bio so it’s clear you’re qualified to speak on the topic.

Send it to:

• Your local daily and weekly newspapers
• Your city business journal if it’s business-related
• Your local TV stations
• Your local radio stations

4 situations when you shouldn’t send a press release

The press isn’t interested in these events:

1. You’ve revised your book.
2. Your book has a new cover.
3. You’ve hit a self-determined sales milestone.
4. Your book is an Amazon category best-seller.

These situations all have a place in your book marketing plan, but they won’t generate publicity. Don’t spend your time on press releases about any of them.

Resources for author press releases

It’s easy for me to say “here’s what you need to know about author press releases,” but it doesn’t help if  you don’t don’t know what a press release looks like, how to write one, or how to find those media outlets to send it to, right?

Here’s information on this site that will help:

• How to write a book announcement press release
• How to write other types of press releases
• How to write a tip sheet
• How to build a media list
• How to email a press release to journalists

Finally, at a minimum, write a book announcement press release. It’s the most useful and versatile of these 10 options.

Which of these press releases have you created and sent out? In what other situations should authors send a press release? Please tell us in a comment.