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how to write a press release for a book

How To Write A Press Release For A Book

You’ve just written a book, how exciting! Now that you’ve finished it, you’re probably wondering how exactly to go about promoting it.

You’ve heard about press releases, but are they a thing of the past?

Great news, they aren’t! Since the SEO landscape has changed, quality is the name of the game for worthwhile press releases. You should have a solid journalist expert writing it, and a top notch news network. As long as you’re not distributing a PR for links only, you’re going to get a lot out of it.

Press releases are perfect for books whether they are paper copies or in ebook format, and they are perfect for spreading the word about your new release. Let’s talk more.

How to Write a Press Release for a Book: The Basics

Here’s a brief overview of how to write a press release for a book.

1. Always Use Captivating Headlines

Press releases are similar to other content in that it needs a captivating headline. Without a great headline, people are likely to pass your press release off as a boring, typical PR with nothing interesting. Most press releases aren’t boring, especially yours, but if the headline is boring everyone will assume the PR is, as well.

2. This Is A Chance to Provide Information

Press releases do help you promote you and your book, but you shouldn’t make it super promotional. Leave that to your promotional campaigns. Instead, make sure your press release provides people with information regarding you, your book, why you wrote it, and what you hope readers gain from it. This will help people know if it is something they will be interested in reading or not. We are all so busy with different life things that we need to know if a book is worthwhile to read. When writing your press release, make sure to write it in the third person because it is much more professional for readers and it helps you provide all necessary information that first or second person writing may forget.

3. Make Sure It Goes To The Right Places

Before sending out your press release, make sure you are sending it to the right places. First, you should publish it online. This is the new wave of the press release, making it more available for people to read and learn about your book or company. You can post a link to it on any social site, giving people directions on where to look. Second, you need to consider sending your press release to your local bookstore, local magazines and papers, and other companies that will benefit from your book. Research these particular companies and make sure you know the different places that would like to sell your book. You may even consider sending your press release to your local library. When you send out your press release, consider sending your book or at least a snippet from your book to make the local entities feel secure with publishing your press release.

4. Press Releases Can Be Optimized For Google

The neat thing about the new press release is that you can optimize it for Google by utilizing keywords. You can put the keywords throughout your press release and in your headline to gain Google’s eye, but always remember to follow SEO (search engine optimization) rules when writing anything for the web. Google is known for slapping bans on anyone participating in negative SEO. A great way to avoid falling into this common pitfall is to use your keywords sparingly. If you stuff your press release, or any content, with keywords, Google will ban your site, as well as keep people from reading, and will just look sloppy overall.

5. Make it Fun, Make It Shareable

You can still make writing a press release fun while still having enough information available in the PR. One of the best ways to craft content these days is to add sub-headers throughout to give people the ability to skim over your writing. This works perfectly for PRs and you can also add funny little quips or one-liners. This makes people decide you are a fun author and they would love to give your book a shot. You can even put in a few quotes regarding your book, but only quotes that are important. Just don’t fill your PR with tons of quotes and sayings.

6. Aim For Top Quality

The chances of your press release being read before going in a newspaper is pretty slim. Usually, editors will get a press release and do a quick glance over it before putting it in the next paper or magazine release. This makes it crucial for your PR to be full of quality information. Avoid typos and grammatical errors, fact check yourself constantly, and make it sound incredibly professional. This will be perfect if a publisher reads it or if an interested party gets ahold of the paper. You want to impress them as soon as they read that press release.

Now That You Know How to Write a Press Release for a Book…

Press releases are crucial to publishing anything whether it is an app, a change in your company, event, or book. These give people necessary information about your product while piquing their interest in your item. This is particularly handy for books, and you will find more people asking to purchase a copy once you have published an incredibly crafted press release!

Need a great team that writes and distributes, with a 100% success rate? Order today with us!

writing a great press release

15 Tips for Writing a Great Press Release

Awesome content is involved in writing a great press release: from the newsy headline to the text body that gets read, quoted and shared by interested news audiences. All too often, businesses and brands have neglected these useful tools.

In The Power of the New Press Release, we recently discussed what exactly a press release is, what an amazing PR includes and why you should invest in well written releases. This blog delves a little deeper with the current rules involved in today’s successful press releases, and how to come out on top if your goal is writing a great press release.

6 PR Writing Do’s for 2014

According to PR News Channel, “for businesses looking for a different way to utilize the Internet and create an online profile, a press release can be a great way to spread news about your company, business, product or service.” Sounds great, right? The problem is that all too often people go about writing a great press release incorrectly. Somehow they miss the Do’s and do the Don’ts.

  1. Do write for people, not search engines. We’ve seen a lot of articles talk about writing PRs for search engines, but this tactic changed in 2014. You see, in 2014 the world of SEO evolved. The focus is now on quality content written for people, not search engine crawlers or robots. If you write with your audience in mind, crafting a piece of copy people will want to read and share, search engine indexing will come naturally without any fuss.
  2. Do optimize for keywords without optimizing. Wait, what? I know, it sounds redundant. But it works! It’s fine to have a keyword or two (even a keyword phrase) in mind. Imbed it in your copy by inserting it where it naturally (and logically) belongs. Never, ever force a keyword or keyword phrase. If it doesn’t read smoothly and logically, it will hurt versus help.
  3. Do link to relevant web spots. You’ve no doubt heard of backlinking. Linking to relevant web spots (blogs, articles and content) by using words that accurately describe your company’s product or service will cause search engines to associate those words with your website.
  4. Do link to social media. Use your press release as a window to social media. Link it to your Facebook and LinkedIn pages. Ask your audience to follow you and like your posts, including your press release. Don’t be afraid to ask them to share it as well.
  5. Do include quotes. Writing a great press release involves personalization. It’s important to give the reader something memorable that they can connect to. Quotes are perfect for achieving this, and they even build relevancy and credibility.
  6. Do embed a little extra value. PR News Channel recommends imbedding a complementary YouTube video in a press release, but they note that not everyone can (or will) apply this tip. Instead of pigeonholing a video, we think you should instead add a little extra value that fits your brand, such as a free gift or limited time offer.

Extra, Extra! 3 More Tips

Copyblogger made an awesome statement about the modern press release: “Stop writing press releases, and start writing news stories.” In other words, when you sit down to brainstorm or write a press release, a key to success is thinking of it as a news story.

Ever notice how news stories go viral? Why is that? News stories cover a story, use a hook or two, and cover an angle. They make people care. Likewise, your brand’s press releases should hook the reader and cover the story from an angle that makes them care. Here’s how you do this:

  1. Do tell a story. Everyone loves a good story. Tackle your press releases from the perspective of a storyteller. Understand why the reader should care and stay focused on the why throughout the copy.
  2. Do present value. Telling a story is not in and of itself good enough. Readers want value. They want a reason to delve into your copy. Use your PR to present value by pointing them to your blog, requesting information or encouraging a purchase. In other words, slip in a call to action with attached value.
  3. Do tart a discussion. People love social media. They love discussions. They love to get involved. Use a press release to encourage all of this. Link to your social media, encourage comments and jump right into the discussion.

Persuasive Tactics Are Key

Copyblogger published a copywriting 101 blog about the structure of persuasive copy. The accepted structure of persuasive copy is one of the best structures to utilize when writing a great press release for online (and even offline) publication. The epic thing about modern PRs is that they are published online “as is.” Therefore, the more care you put into structure and style, the better the resulting PR will be since standard publishing formats don’t apply. Modern PRs are savvy tools limited only by your creativity. As you write, consider the following:

  1. Do be specific. Avoid vagueness at all costs. Vague information serves no valuable purpose. It wastes the reader’s time and detracts from your reputation and credibility. Your assertions, facts and statistics should be ultra-specific. Avoid general statements or unsupported information.
  2. Do demonstrate credibility. Press releases are seen as excellent opportunities to build credibility, especially when treated like a news story or bulletin. Your can assert your credibility through statistics, studies, expert reference and appropriate testimonials.
  3. Do assert authority. Writing a great press release involves asserting your authority on the subject. You accomplish this by being specific and demonstrating your credibility. If you aren’t already a recognized authority on the topic, you had better do your research. Ensure every aspect of your press release is based in provable and clearly supported fact.
  4. Do make an offer. Explicitly presenting your product or service to your audience is vital. You need to be bold and firm. Address and relieve the reader’s risk of acceptance. Stand by what you say. Explain or illustrate why the reader needs to act on your offer.
  5. Do cover 5 basic questions of copy. One of the first things covered is ensuring your PR covers the 5 basic questions of all copy: who, what, where, when and why. If you fail to provide the answers to just one of these questions in your press release, you risk losing your audience—or worse, damaging your credibility and reputation.
  6. Do sum it up. As you conclude your press release, it’s important to sum up the key points. According to Copyblogger, “returning full circle to your original promise” is vital. It’s just as important to also demonstrate how you’ve fulfilled your original promise.

Bonus Tips for Writing a Great Press Release

Creating a great PR takes time and effort. A lot of big businesses (and even mid-sized to smaller businesses and brands) enlist the help of an experienced copywriting agency or copywriter when creating a PR. The writing behind amazing PRs is just as much a trade skill as it is an art. If you’re up for the challenge of creating your own PR, then we want to leave you with a few more awesome tips.

How do you feel about homework? Well, if you hated homework in school, we promise we’re handing you something you’ll enjoy. If you’ve found this blog informative and entertaining, you’re sure to love what else we have to offer. We’ve taken the time to prep 16 more helpful tips for writing a great press release in the following blogs:

  • 5 Ways in Press Release Writing to Get Your PR More Publicity: a brief discussion designed to help you increase and gain the maximum amount of publicity out of every press release you publish. This is a must read, especially if you have trouble reaching a large audience or want to expand your reach.
  • 6 Tactics for Getting More from Your Press Release Campaigns: even the most well intentioned PR campaign can fall short of expectations. Whether you’re campaign is handled by a content marketing agency or your personal expertise, learning how to squeeze every drop of awesome from your campaigns is important. Our tactics are designed to help you do just this.
  • Press Releases: 5 Best Ways to Optimize for Google and SEO: although SEO changed in 2014, it’s still important to ensure you know how to best optimize your PR for Google. In this blog we cover 5 of the best ways to optimize while linking you to extra material that backs up our strategies while also giving you some extra reading chalked full of educational information.

What are you waiting for? It’s time to utilize the sexy savviness that is the modern press release!

 

 

press release writing

5 Ways in Press Release Writing to Get Your PR More Publicity

Here’s a riddle for you: what’s short, concise, compelling and newsworthy and can boost the online visibility and profitability of your business by spreading the word about your most recent accomplishments?

You know the answer to this one: it’s a bird, it’s a plane, it’s a press release that travels fast to satisfy the universal hunger for premium content that is tormenting both bloggers and journalists every single step of the way. Press releases are extremely valuable content pieces designed to support your online marketing strategies and help you make a name for yourself.

How to Write Press Releases Like a Pro

Writing press releases is not art and it’s not science. It’s a combination of both elements. In order to create and distribute truly effective press releases, you have to understand how the mind of your targeted audience functions. Empathy is an important piece of the puzzle enabling you to perfect your press release writing skills and resonate with your public and also with your tastemakers, who amplify your message and make sure it reaches an even broader audience. Most people rely on a trial-and-error process to assess the quality and the effectiveness of their web writing. But you are not most people. You can do better than this.

According to Raven tips on press release writing, in order to convince journalists to take your masterpiece into consideration and include it in their article, you have to think like a journalist. It actually makes sense. Can you image how difficult it must be to identify truly amazing newsworthy facts when you are bombarded with tons of written junk and mambo jumbo on a daily basis, when you’re really craving for stellar content and accurate, trustworthy sources of inspiration? In order to perfect your press release writing, you must start by identifying and avoiding these 3 extremely common and annoying mistakes that could turn you into an average Joe instead of helping you enjoy the fair share of fortune and fame that great content creators are entitled to.

 Press Release Writing Pitfalls That You Should Avoid at All Costs

a)      Overkill Just Killed Your Press Release. Oops. Make sure you don’t start your quotes with the overrated, extremely irritating fragment indicating that you are really excited to let your clients know that you have succeeded in something. Of course you’re excited! You have all the reasons in the world to be thrilled: you’ve launched a new product, expanded your company or have recently invested time, money and energy in a new partnership. Nobody says that it’s illegal to show a bit of enthusiasm, but don’t overdo it. Keep the fact, but ditch the hyperbole. Downplay the “we” factor in your presentation; after all, your products should be into the spotlight, not your merits, your moneymaking efforts or your excitement.

b)      Fabricated Facts Never Tricked Anyone into Buying Your Story. Don’t invent facts and don’t include statements that you cannot back with solid evidence.

c)       Giving Up Is Not an Option: Write Killer Press Releases or Die Trying. Most importantly, don’t lose your hope. Keep your press release writing simple and straight to the point. Emphasize the novelty that is relevant and newsworthy and accentuate its impact on your targeted audience.

5 Ways to Bring and Keep Your Press Releases in the Public Eye While Boosting Their Effectiveness

Press release writing is not as difficult as you may be inclined to think. As a matter of fact, there are at least 5 foolproof methods to bring your press releases into the attention of a broader audience and maximize their influence fast and with minimal effort.

1. Create Better Stories. Don’t write press releases just to generate inbound links. It won’t work. Google is already one step ahead of you on this one. By cataloging links in press releases as unnatural, it basically forces content creators to use the rel nofollow attribute. So instead of treating your press releases like plain SEO tools, give them a little bit of credit. They are food for thought consumed on a daily basis by millions of journalists worldwide who are constantly looking for genuine, attention-grabbing stories. Think first, optimize second. Make sure your story sounds too good to be true when it actually is. Self-indulgent sales pitches are so yesterday. They no longer prove their utility, so unless you want to bore a journalist to death, don’t invest your time and money in them. Create stellar stories that can be quoted, which are based on 100% verifiable facts.

2. Keep It Simple. Always write in the 3rd person, present facts from the readers’ perspective and keep it short and simple. A good press release shouldn’t count more than 500 words to prove a point. You are not writing a novel and you don’t get paid by the word, so don’t hesitate to be brief. Get to the point fast and don’t use tons of adjectives to highlight your authority or your amazing capabilities, experience and accomplishments.

3. Rely on First-Class Distribution Strategies. If content is a powerful king, then proper distribution is its influent queen. Make sure you email your press releases to your targeted audience. According to a Copyblogger post on how to use the modern press release, a human touch is what makes the difference between great press releases that are being shared and quoted and mediocre ones that sink into oblivion since the very beginning. Pick up the phone and make sure your targeted bloggers and journalists actually managed to read your story. Distribute your press releases via a good wire service, but don’t forget to explore marketing opportunities brought to you by social media platforms. Sharing your press releases on social networking websites can only work to your advantage, allowing you to raise the online visibility of your brand.

4. Optimize with Maximum Care. Optimize your press releases, but always remember that Google is breathing down your neck. You wouldn’t want to rely on shady optimization tactics that could turn out to be counterproductive. Use relevant keywords in your headlines and body copy, but don’t overdo it. Keyword stuffing is one of the capital sins listed in the SEO Decalogue.

5. Opt for an Ideal Format. How you write web content is almost as important as what you write. This rule applies also when it comes to crafting result-oriented press releases. The standard format comprises a few key elements that you should not omit, including headline, dateline, introductory paragraph, body, boilerplate, source and media contact information. According to iReach, subheads are optional, but they can help you put your ideas in order and organize your material more effectively.

Now you know it. Great format, optimized, stellar content, a good story with a twist, world class distribution strategy and a refined, studied simplicity represent the main factors that could raise the visibility and the effectiveness of your content pieces and help you improve your press release writing skills in no time.

 

 

how to write a press release for an event

How to Write a Press Release for an Event

If you want your event to shine and be well-attended by your target audience, you want to create a buzz by sending out a press release.

But, with so many people on information overload via social media, texts, and emails, how do you generate excitement? What do you know, if you don’t know how to write a press release that will garner interest?

What elements should your press release include or exclude?

How much information is enough?

How much is too little?

Should you send out a traditional press release, or would an online-only press release suffice?

Including the following elements should give you a good outline of how to write a press release for an event, while generating a buzz that will tell your reader that yours is not an event to be missed! (View more press release writing tips and examples in another of our blogs.)

The 6 Essential Points of How to Write A Press Release for An Event

Here’s a lowdown of what you need to create in order to correctly know how to write a press release. Remember: for a press release to get noticed today, quality wins! Keep reading and we’ll break it all down.

1. Headline

Grab the reader’s attention with a strong, catchy headline with keywords that people will most likely use in their search. This is your opener and what will make your reader want to read on. Include the name of the event and either the location or theme of the event. You won’t want to give too many details up front. If you’re writing an online press release for an event, know that Google will index 60 characters and Yahoo, 120 characters. Use Title Case for your headline. (See what PRWeb says about press release headlines.)

2. Summary

Next, write a summary of one to four sentences. It may be a good idea to write this section last, after you have written the rest of the press release. It will be easier to summarize after you have the rest of your points down.

3. Dateline & lead paragraph

These elements range from 25 to 30 words and answer the “who, what, why, when, where and how” questions of your event. Keep the text simple and stick to the critical elements of the information. The format is: City, State, (name of service or publisher of the press release, e.g. GOOGLE), Month, Day, Year – details.

4. Body

The body of the press release is where you really get to tell the story of the event. This portion of the release will usually have two or three paragraphs. Use the first paragraph to elaborate on the details of the event. Talk about the target audience, any guests who will be featured and their background, and the benefits of attending. If the venue is historic or ties in with your event in some way or the date coincides with history or a special anniversary with your company, mention this. This part of the press release can be a bit more descriptive than previous sections.

5. A boilerplate statement to follow the body

The boilerplate is a chunk of text that can be used repeatedly, just as an “About” page is used on a website. This is where the details about your company are listed including; the services you provide, and perhaps names the key executives as well. It can contain your mission and vision for your company. This is the public persona you wish to project for your company.

6. Finally, the press release should include contact information

This is the company name, telephone number, address (if you wish, it is not necessary in a press release), the company’s website address, the name of the key person to contact about the release, and an email address.

Those are the nuts and bolts of writing a press release for an event.

Now, let’s look at a basic dos and don’ts list for writing a press release for an event, so you can make your PR a cut above the rest.

DO’s:

  • Start out strong and succinct. You need to grab your reader within the first few words.
  • Use active voice. Vibrant verbs create interesting and fresh copy and draw the reader in.
  • Identify a point person where readers can direct their inquiries.
  • Use a professional tone without jargon in your writing. Using slang, hype, and too many exclamation points may come across as more of a sales pitch, turning people off your event.
  • Tell an interesting story with your press release. Remember you want people to be drawn to your event. People are busy. They need to know how they will benefit by attending.
  • Send the press release out in a timely fashion. Sent too early, people won’t remember it; sent too late, they may already be committed to something else. Two to three weeks in advance is a good timeline.
  • Use a “hook.” Tying your event into trends, news, and social issues can add excitement and urgency to a press release for an event. The reader feels they are getting more value by attending than staying away.
  • Keep your press release within 300-800 words.
  • Spell check!

DON’Ts

  • Use clichés and common phrases that sound like a sales pitch. Fresh copy keeps your reader reading to the end.
  • Give away everything. If you want the reader to go to your website for more information, give them the desire to do so. Leave them with questions about the company, and they’ll go to the website.
  • Address your readers directly by “you.”
  • Refer to your company as “we” or “I.”
  • Create emphasis by using multiple exclamation points or ALL CAPS. These techniques lessen the credibility of your event.
  • Use bullet points or long lists. Search engines may reject your press release identifying it as an attempt to overload your document with SEO, and bulleted lists belong in an article, not a press release.
  • Include an email address if you’re writing an online-only release. The email could be picked up by spam bots and flood your email.
  • Use more than one hyperlink per every 100 words; otherwise, a search engine may view it as spam.
  • Use dashes, asterisks, and other odd symbols to create breaks between paragraphs. Just a simple line space will suffice.
  • Use HTML. You want your press release for an event to be distributed over a wide range of networks, some of which may not support HTML.

Follow these guidelines to know how to write a press release, and your press release will shine just as much as your event!

Order high-quality press release writing and distribution from our expert team. We have journalists who write our clients PRs, and we partner with the leading service on the web for distribution.