Indie Author 101 - Writing Press Releases for Indie Authors: The Why, What, and How
Discover how to craft compelling press releases as an indie author. Learn the pros and cons, and how to make press releases part of your media strategy.
As an indie author, you wear many hats. You're the writer, marketer, and PR executive, all rolled into one.
And while you might feel comfortable writing novels, short stories, or poems, crafting a press release can seem like an entirely different beast.
But fear not—creating an effective press release is a skill you can acquire and use to your advantage.
In this blog post, we'll walk you through the essentials of writing a press release as an indie author, and explore how this tool can work in tandem with other media relations strategies to elevate your author brand.
What to Include in Your Press Release
A well-structured press release is vital for conveying your message succinctly and professionally. Here's what you should include:
Headline: Your headline should be attention-grabbing and directly state what the news is about.
Subheadline: Use this to expand on the headline and provide additional details.
Introduction: Offer a summary of what the press release is about, covering the who, what, when, where, and why.
Body: Here, delve into the details. Include quotes from you or other relevant parties, facts, figures, and background information.
Boilerplate: This is a short paragraph about you or your publishing company, offering context for whoever reads the press release.
Contact Information: Journalists who are interested should have a way to reach you easily.
How to Use Press Releases
Contrary to popular belief, press releases are not typically cold outreach tools. While they are a formal way to announce news, they are most effective when part of an ongoing relationship with journalists, influencers, or bloggers in your niche. They can help you:
Announce a new book launch
Share awards or recognitions
Notify about events you are part of
Generate content for your media kit
Pros and Cons
Pros:
Establishes professionalism
Creates shareable content for social media
Provides a structured way to convey news to media contacts
Cons:
Generally less effective than personalised outreach, like cold emails
Requires a significant time investment to write and distribute
No guarantee of coverage
Press Releases vs. Cold Emails
While press releases offer a formal way to disseminate news, they can't replace the effectiveness of a personalised cold email, particularly for first contact.
Cold emails allow you to tailor your pitch to a specific journalist or influencer, making it more likely to catch their eye.
However, press releases can be a powerful tool in sustaining an already-established relationship, keeping these influencers updated about your milestones and providing them with easy-to-share content about your work.
Press releases may not be the silver bullet for your media relations, but they are a useful tool in the indie author's PR toolkit.
As part of a broader, relationship-based approach to media relations, they can serve to inform, impress, and engage the journalists and influencers who can make a significant impact on your author brand.
Have you used press releases as part of your media strategy? What has been your experience?