Even if you don’t have a list of email contacts you send it out to just yet, writing a press release can still be helpful. With a little bit of research, you'll be able to find the contacts for the appropriate media outlets who write about new books in your genre. You can also submit this to journalists who write about new and upcoming book specific to your genre. This is something you can also send out to potential book reviewers.
Writing a press release is a lot easier than you might think. Take a look at some other press releases on press websites such as PRweb.com to get an idea of the format and basic layout. Start by writing some basic information about your book, a general description, then close by writing an about the author paragraph. Be sure to include a photo of the cover of your book as well as the same author photo you use on your book. If you struggle with any aspect of the press release, you can always hire a professional to compose and distribute your press release.
While we’re on the subject, you should use the same photo that you include on the back of your book as you use on your website, blog, as well as profiles on Wattpad, Booklikes, Goodreads, etc. This photo is sort of like your brand. Make sure and choose a good photo, because by remaining consistent you are able to reaffirm people’s association with you by sticking to a certain image.
A good press release will include the information needed for a reporter or blogger to understand the news value of your story. Make sure it’s clear what you are announcing, why the reader of the press release should care, and where they can get more info if they’re interested. Then submit your press release to free press release distribution sites.
Marketing isn’t just storytelling. It’s also about getting your readers to take action. Hone your copywriting and content marketing skills and turn your audience into book buyers.
Gain marketing information and insights from outside the writing industry that you can tweak and apply to your book marketing strategy (music industry, small business start-ups).
Develop a relationship with local media, including radio, newspaper and tv connections. Find an angle that hooks reporters and will benefit their readers or viewers. Pitch articles, interviews and relevant blog posts.
You should also think about creating a promo kit or press kit for your work. Include graphics, images, links, excerpts, and sample Facebook shares and Tweets, that can be sent to bloggers upon request.
If you are creating exceptional content on your author blog (you are, right?), then make a list of related, popular blogs that do link roundups (like #21 above, but in your topic or genre) and submit your article. It may not always be accepted, but when it is, you will get a back link as well as an influx of high quality visitors to your site.
30 days prior to publishing your book and 30 days following publishing your book, you should write and send out at least one press release every week. Plan on writing between 8-12 press releases, including news and blog story ideas, for each book you publish. That means that I you are a full-time author who comes out with a book every 3-4 months, you will be writing press releases every single week. This will allow you to build relationships with the press in order to establish a successful career as an author.
Here is a list of sites where you can submit press releases related to your book. Some are free while others will require a small fee.
NPR Book Reviewers
NPR Book Review Submissions:
NPR Book Reviews
1111 North Capitol Street, NE
Washington, DC 20002