Let’s start defining what a Press release is — It is a free public relations tool, which is useful for a new self-publisher or author. Press releases have become an essential means to successfully promoting your book. Each press release broadcasts relevant or valuable information about your book and you as an author. Find out how you can leverage press releases to help customers and other target groups learn more about you and your book.

A book press release showcases your book to journalists and news organizations in an exciting manner. It’s like you are doing the work for the journalist or news publication by writing their articles for them.  The best news is that most will accept the same news story that others have accepted, which is aptly known as mass syndication.

Writers and journalists are continually looking for a good story to post on their publication’s website – no matter the size or amount.  In many cases, any story is better than no story.

So, what does all this mean for you as an author?

Simply put: you need to put any kind of information regarding your book into a format which grasps their attention. Make it so they won’t need to put too much work into an article, and make it look like it would be of interest to their readers.


When writing a press release, you have to be newsworthy. So, what topics or events are considered to be newsworthy?

  • A surprising or captivating author story
  • An interesting book topic
  • A prestigious book award won
  • An impressive milestone
  • An unconventional promotional effort
  • An endorsement or referral from someone famous
  • Tying in your book with a “buzz” concept, e.g., millennials, gluten-free, or any other “hot topic” that a journalist will see and think “yeah, people will click that.”


  1. Always use captivating headlines

Press releases are comparable to other content that needs a captivating headline. Without a great headline, people are likely to forego your press release as it appears to be dull and boring. Most press releases are not boring, but if the headline is dull everyone will think the press release is as well.

  1. Provide useful information

Press releases help you promote your book. Be sure that your press release provides people with information regarding you, your book, why you wrote it, and what your readers will get from it. This will help people judge if it is something they will be interested in.

When writing your press release, make sure to write it in third person as it is much more professional, and it helps you to provide all necessary information that first or second person writing may disregard.

  1. Provide top quality writing and information

Journalists and news outlets will receive hundreds of press releases every day. They go through these press releases quickly and pick out the ones that – on first glance – seem interesting.  When your press release makes the cut, editors will swiftly look over the article before putting it in the newspaper or magazine. This makes it essential for your press release to be full of quality information. Avoid typos and grammatical errors, and make it sounds professional.


A press release is usually short and ideally one page long, two tops. Although press releases vary a bit, it contains these essential elements:

  • Headline – It’s the gateway to get people to read your release.
  • Subheading – Optional, but sentence length
  • Dateline – Location and date (include your city/state/country)
  • Intro – Needs to be attention-grabbing, can include a problem/solution hook
  • Author Quotation – MUST be weighty, avoid dull, empty statements
  • Mini Author Bio – Emphasis on ‘mini’ – 1-2 concise paragraphs, every sentence must be impactful
  • Book Information – Similar to the author bio – 1-2 impactful paragraphs at most
  • Contact Details – A place to include links to your website, email, phone number, social media, and, most importantly, how to get review copies
  • Call To Action – It’s essential to end on a CTA, so pay due attention to this
  • Optional Hashtags – Depending on your use of social, you can include hashtags here. Only do this if they will be used,– nothing looks sadder than a hashtag with no one using it.

The conventional method for ending a press release is the hash symbol, three times, cantered, like this:



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

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