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Author’s Press Release: Is it Still Relevant?

combine press release

An author’s press release has been part of the marketing strategy of publishing a new book for many years. However, with thousands of books being published every day the release of a book alone is not newsworthy. So, with the deck stacked against you, when is it appropriate to create and send out a press release, and how can you be assured that this strategy won’t be a waste of time and money?


Combine the Release with an Event

One of the most effective ways to increase the number of media outlets interested in your press release is to tie it in with a local or national event. During the creative process research events that are related to your book and try to time the release around the event.

An example would be promoting your book during the lead up to a national holiday or day of recognition.  If your book is about sea turtles, sending a press release close to World Sea Turtle Day would get picked up by more media. You might get more recognition if you promote the fact that you are donating a percentage of book sales to this organization.

If the news is focusing on a topic in which you are considered an expert on, creating a press release tied into that topic which mentions your book would get picked up by more media outlets. This example plays out in the news media every day.

The more creative you are with blending your book, press release and special event the more successful you will be with this promotional strategy.

What to Write in Your Release

When you write a press release, it should read like a news article and be formatted in a way that is consistent with the industry standards already established. Fortunately, there are organizations who not only help with the proper formatting, but they also handle the distribution of the release. If you search on the internet for ‘formatting a press release’ you will find tons of articles and samples on how to correctly format the press release.

Note: Keep in short, simple and to the point. Start the release with a well written attention-grabbing message. Make sure you have the proper links, bio, image and it is free from any errors.

Distributing Your Press Release

If you have created a press release using all the above suggestions, you want to make sure as many media outlets as possible see it. Organizations like PR Web and PR Newswire offer several paid distribution options. You can also DIY and send it out to targeted media outlets and local individuals.

Note: Personalizing the release will get better results than sending a generic one.

You should send out your press release over social media using the proper hashtags to increase visibility. You can also send it out to your existing mailing list, post it on your website and have a link on your email signature. The goal is to take full advantage of the press release and have as many people read it as possible.


Writing and releasing an author’s press release can be effective only if you have big news. And even then, the release will just be relevant for a short period. I suggest to all the indie authors that I work with to use the release as one part of the overall book marketing strategy. One strategy alone will not help the author to achieve their goals, but many strategies together will be more effective. You never know who might see your press release and the impact they can have on sales and distribution. We would love to hear what you think. Feel free to comment and share this article.


Rick Lite of Stress Free Book Marketing, stands at the forefront of the ever-changing book industry. He is a seasoned book marketing professional with over 13 years of experience in the industry. Rick’s expertise comes from tirelessly working on new and innovative ways to market his own books and CDs with his company and parent company, Stress Free Kids. Embracing the core values of integrity, innovation, and growth, Rick works closely with authors to create custom, robust book marketing programs. His easy-going manner provides “stress-free” support and comfort to authors going through the book marketing process for the first time. Rick is quick to share his knowledge and “insider tips” for a successful marketing campaign that will lead to increased exposure, awareness and most importantly, sales.


1 Comment

  1. I’ve never done a formal press release outside of my small circle of friends and relatives. This is something I need to master, especially since I have 3 books out that seem to be going nowhere. I like the idea of staging the release to coincide with a special event or holiday that would relate to my topic. Thanks, Rick, for all the great ideas.

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