The Impact of a Press Release

Your book may be finished, but your work isn’t over. It’ll take extra effort before it gets into the hands of readers. Before readers decide to purchase your book, they must first know it exists. This is where your marketing plan comes into play. Many authors include a press release in their marketing plan, as well as other publicity tools, such as book readings and signings. Press releases garner publicity and can set the rest of your marketing plan into motion.

In the publicity industry, press releases are used to announce news to different media. They’re often short – generally only one page long – and are made to convince the media your news is worth sharing. To increase the chances of being shared, press releases are generally tailored to each media outlet to which they are sent. News editors may only spend a few seconds looking at each press release, so releases must be precise in communicating their message.

Though they are short in length, writing a successful press release will take time and energy. As you build your marketing plan, consider the impacts a press release can make:

Build a buzz. Send your press release to local media: local TV news teams, commercial and noncommercial radio stations, newspapers, and popular bloggers. If they decide your release is newsworthy, they’ll start the discussion that will get you noticed.

Gain credibility. Unlike advertising, you have no control over what the media does with your press release. This is a blessing in disguise. Audiences will trust what the objective reporter or blogger says about your book more than your opinion. Audiences are cynical about advertisements because they expect to be deceived. Audiences aren’t as cynical when they see an author interviewed on TV or read a book review in the newspaper.

Save money. Another main difference between publicity and advertising is money. Advertising is costly, due to the prices of advertising space and creation of the ad. Sending a press release is virtually free, aside from postage fees.

Set yourself apart. Doing interviews, getting reviews, and being talked about doesn’t just help your book sales, it helps your entire brand. Readers will know you apart from your competitors thanks to media attention you may receive from your press release.

Position yourself for success. A successful marketing plan is one that is diverse: from book signings to personalized bookmarks. A press release will get your name in the door with local media that will help you gain momentum for your future marketing projects.

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