| Last week I had an experience with press releases | | | | release for my novel didn't have a traditional |
| that totally blew me away. My husband, a middle | | | | headline--they used a celebrity blurb as the headline |
| school teacher who also happens to be a musician | | | | because the person, Professor Henry Louis Gates, Jr., |
| premiering in an Off-Broadway show ( at the end of | | | | had invoked the name of the author Toni Morrison |
| the month, asked for my help with a press release. | | | | (she and I are from the same hometown) and that |
| The show's organizers had hired a publicist to handle | | | | was attention-getting on it's own! |
| New York City press, but he wanted to get some | | | | Tell a Good Story |
| stories in some of the Connecticut papers as well. I | | | | Once you have your headline, follow it up with a strong |
| said no problem! I wrote a press release telling the | | | | story to match. Think about your basics: who, what, |
| story of a teacher setting a great example for his kids | | | | where, when and why. Highlight important dates (for |
| and how he's going to have a great "What I Did Last | | | | appearances, book signings, shows, etc.) and details. |
| Summer" report to give in the fall. | | | | Pretend that this is the story that will appear in the |
| I gave my husband the release and told him how to | | | | newspaper and you are writing it for them (in fact, one |
| send it out and follow up with emails and phone calls. | | | | newspaper did take one of my press releases and run |
| Actually, he didn't really get to the follow up part. By | | | | it almost verbatum!). It helps if you can make your |
| the end of the week he had three stories being written | | | | book a part of a bigger picture and not just "oh, here's |
| about him--one has already been published, along with | | | | another book someone wrote". A headline from |
| a big photo! I have to admit, I was stunned. Even | | | | another St. Martin's press release (for Jeff Chang's |
| though I write about them and talk about them, I had | | | | "Can't Stop Won't Stop: A History of the Hip-Hop |
| forgotten how powerful a press release can be. If you | | | | Generation") reads "A Dynamic Breakdown of the |
| can write a good one, you too can harness this power | | | | Single Most Important Cultural Movement of the Past |
| to market your book. Here's how to do it. | | | | Fifty Years". Wow. That's big. It makes you want to |
| Contact Information | | | | read on just to find out exactly what cultural |
| Let's start here because while contact info is the | | | | movement they're talking about. |
| easiest part of the release, it's also the one most | | | | If it's appropriate, mention recognizable names (as in |
| forgotten! It just happens: you get so caught up in the | | | | the headline example above.) My husband's show is |
| press release that you forget the most important | | | | sponsored in part with a grant from the Princess |
| information: how to get in touch with you! The reporter | | | | Grace Foundation. There was no way I was going to |
| can't do a story if he or she can't find you. So in the | | | | not mention Princess Grace! I also got choreographers |
| upper top right of the release you want to put name, | | | | Mark Morris and Julie Taymor in there as well (as part |
| address, phone number and email address. Add a fax | | | | of the dancers's credits). |
| number too, just in case. You want to give as many | | | | Make it Look Good--And Send It Out! |
| options as possible because you want them to find | | | | Print your press release on letterhead, if you have it. |
| you with ease. | | | | And double check the whole document for spelling |
| Headline | | | | mistakes and errors. You want it to look clean and |
| Spend a lot of time crafting a strong headline for your | | | | professional. Then fax, email and mail your press |
| press release. These might be the only lines reporters | | | | release out to your target media. Follow up after a |
| read before the sheet gets tossed in the trash, so you | | | | few days. Don't be disappointed if you don't hear back. |
| want to grab their attention right away. You want the | | | | Reporters have a lot of mail to go through (take it |
| headline to tell your story, upfront and crystal clear. | | | | from someone who's had to confront piles of the stuff |
| When I wrote the headline for my husband's press | | | | in my journalism career). You're also competing with |
| release, I knew I wanted "local teacher" and "New | | | | whatever else is happening in the news. A story that |
| York City Stage" in the headline because I knew that | | | | you might get into print easily in August may not stand |
| would tell a small-town-guy-makes-it-in-the-big-city kind | | | | a chance in October. That's just the news cycle. All |
| of story. | | | | you can do is your job: write the release, tell a good |
| The headline doesn't have to be the traditional set up, | | | | story and see what happens. With any luck, you'll won't |
| either. The headline that St. Martin's used on the press | | | | have to pick up the phone. The reporters will call you! |