News Release Topics and Tips
Every marketing guru will suggest that you write news releases to acquaint more people with you and your books. It is free publicity, after all. Finding something actually newsworthy to write about can be a challenge, but there are techniques for making even the tiniest bit of news interesting to readers as well as to news editors.
Tips:
- “News” release is the preferred term to “Press” release as it infers you are providing content of interest rather than a piece of advertising puffery.
- As you learned in high school, put the most important details in the first paragraphs in case the article is cut short and always include the website URL where readers can find additional details.
- Include your news release in the body of your email. Journalists are wary of possibly infectious attachments.
Topics:
This is obviously big news – particularly to you! But while your most faithful followers wait with bated breath for your next book, to large portions of the public, your new book is just another in a long list. Make an effort to sell the casual reader on why your book is the one they must purchase next. Not simply because it’s new, but because of its appeal. Don’t be afraid to describe how it’s similar to another popular book. Helping people make the connection is a sort of shorthand so they understand what you’re offering.
Whether it’s a book signing or a speaking engagement, promote the heck out of every public appearance. Rainy weather, nice weather, football games and a host of other lightweight reasons will keep people from attending your event so be relentless about getting the word out. And when the event is over, send another round of news releases talking about how wonderful it was. Photos add even more interest and may be chosen to appear with a caption in lieu of an entire article.
To talk about your books once the newness has subsided, look for appropriate trends. Is your book about high school students? Submit an article in September on the theme “Author Goes Back to School for Character Authenticity.” Do you write political thrillers? Write an article about “How Art Imitates Life in Today’s Political Climate.” You can research trending topics and upcoming “National Day of ___” events online for ideas.
Marketing is a never-ending job and it’s easy to get discouraged. Remind yourself that readers are out there who would love your book – if only they knew about it. Take time on a regular basis to write and send news releases even if bigger news of the day pre-empts you more often than you’d like. And on the days when you are featured, don’t forget to thank the editor who published you so you can build a cordial working relationship for the future.