rileymagnus
February 16th, 2011, 06:08 AM
(NOTE: I will begin a new thread for each lesson. There is separate thread per lesson for posting your lesson assignment. There is also a separate thread for comments and questions. Anyone having a question they’d like to personally ask me regarding their particular project is welcome to email me at writerchef@sbcglobal.net )
LESSON THREE – POWER PRESS RELEASE
Now we’re going to talk about press releases. Again, not what you think. Yes, you use these perfectly crafted 100 -250 word letters (sound a little like queries?) to get the media to notice you, want to talk about you and interview and write about you. But oh, the lowly press release has so many other uses.
Exactly what is a press release? Simple. Who. What. Where. Why. And when. Nothing more and nothing less. Let’s break it down.
Who – That’s YOU, the author. Everything you want them to know about you and your expertise or qualifications or accomplishments. How you can be reached and what you’ve accomplished.
What – This is where a press release gets very specific. See, a press release must be NEWS. So, the what might be about your soon to be launched book, or your launch party, or the fact that your book is sponsoring an event to raise money for a related charity.
Where – Simple, if the release is about your book being launched, you will tell them where the book can be purchased. If the release is about a launch party or fund raising event, you give the location.
Why – This is where you get deeper. Are you a first time author? Are you having a party because it’s your first book? Fifth book? You’re kicking off a series? Are you supporting a charity and why? You must state the why that makes this news.
When – Dates. The date of the party or event, the date of the release. The date when books will be available. When means when and no, you can’t just skip this one.
These items do not need to appear in order, but if even one of them is missing, unclear or lightly passed over, the whole press release is not correct. News people are BUSY people, and they can smell ambiguous information a mile away. They also want information in a quick, brief blast. That way they can effectively decide if it’s worth their time to pursue more.
Now, I learned a strong economy of words years ago when I began writing radio and television commercials. Did you know that a 60 second radio commercial is 150 words and not one word more? A 30 second radio or television commercial is … yes 75 words and no more. AND those limited words must carry the vital information: Company name, phone number and sometimes the hours of operation. Tight, huh? And you thought 25 words was hard.
A press release should actually never be more than a single page (although some major corporations do much longer releases, there is a tolerance level courtesy offered IBM that you and I will never see from the media). There’s a strict format.
Total word count (including headers): 100 – 250 words
Left top: The words - For Immediate Release
Right top: Contact name, title and phone number (on three flush right lines)
Centered, all Caps: The Headline (make it punchy!)
Body: Always open with a dateline which is simply the date and city of your released information. The body should be double-spaced, straight forward, crafted cleanly and informative. At the end you must repeat the contact name and phone number, and when the press release is finished, the line below, centered, must have three hash marks (###) or the number 30 with a dash before and after it. ( - 30 - )
That’s it. No fancy language, no frilly teasers, no vague insinuations. Not too dry and never too flowery. Just straight news information. Here’s an example of an okay, so-so press release, and a really good one.
“CALLING ON AN ANGEL” LAUNCHES
Dateline, January 12, 2011. New York City: Today, first time novelist Mary Smith, announced the launch of Calling on an Angel, a psychological thriller published by XYZ Publishing. The book can be found on Amazon and in selected bookstores across the country. A launch event is scheduled for Friday evening at the CrossRoads Independent Book Store in New York City at seven PM. You can contact Mary Smith through her publicist, Katherine Jane at Jones Publicity, (098) 765-4321.
- 30 -
-OR-
“CALLING ON AN ANGEL” EXPLORES AUTISM
Dateline, January 12, 2011. New York City: Author and psychologist, Dr. Mary Smith, announces the release of her psychological thriller sure to take the bookshelves by storm. Calling on an Angel is a spectacular novel developed around the twisted dreams and actions of twin autistic youths who, while living in a parallel world all of their mutual making, save victims and become heroes. This emotionally charged tale explores the hope and possibilities surrounding the great strides being made to prevent and treat autism by a powerful internationally funded consortium. A portion of all proceeds from the sale of the book will go to Autism Research. To attend the book launch event scheduled for Friday, January 16 from 7-9 PM at Manhattan’s beautiful CrossRoads Independent Book Store on 54th St. please call for reservations (123) 456-7890.
###
Which one appealed to you? The first press release is as correct as the second. It covers the basics, the who, what, where, why and when of making an announcement but does it tickle your desire to learn more? Too-flowery releases can be easily discounted as not believable, but a bland release is more likely discounted as unimportant. Finding the balance is the goal.
The second press release strides the middle ground comfortably. It explains the book, the author, the charity affiliation and the event details. You’ll also notice that this book’s 25 word pitch is right there in the second press release version, making it more powerful.
So, why write a press release format at all? Writing in a press release format is a great way to learn how to communicate the HARD NEWS and INFORMATION side of your book. It looks, feels and sounds professional. It makes your book more than the gushing, excited banter from your heart. It makes it real.
Now, let’s talk about this press release. What else can you do with it? You can email it to everyone you know. You can use it as an event announcement for your various reading and writing groups. If you belong to online groups that have a connection with your book’s plot – for example, Calling on an Angel might have a strong following with yahoo groups and various angel or autism chat groups or email groups – this is a perfect announcement to post there.
Now print it out. Stick it up on the bulletin board at your hair dresser, dentist office, vet, grocery store, community center and coffee shops.
What happens to you and your book when you write a press release format (aside from the obvious, which is that you intend to approach the media), is that suddenly you get a different kind of respect. If you do this right, people will actually believe you have a publicist. Perception is everything. Believing you are successful means people who may not have thought twice about you will buy your book and talk about it. Creating a real buzz can seriously move into a big arena if you are able to put together a good press release.
LESSON THREE ASSIGNMENT
Write your press release. Cover the who, what, where, why and when. Do it as an announcement for your book’s launch, or launch party, or in support for a charity or whatever you feel is news worthy. Remember to include your 25 word pitch, remember to follow the format, and remember … be informative and make it sound like news.
LESSON THREE – POWER PRESS RELEASE
Now we’re going to talk about press releases. Again, not what you think. Yes, you use these perfectly crafted 100 -250 word letters (sound a little like queries?) to get the media to notice you, want to talk about you and interview and write about you. But oh, the lowly press release has so many other uses.
Exactly what is a press release? Simple. Who. What. Where. Why. And when. Nothing more and nothing less. Let’s break it down.
Who – That’s YOU, the author. Everything you want them to know about you and your expertise or qualifications or accomplishments. How you can be reached and what you’ve accomplished.
What – This is where a press release gets very specific. See, a press release must be NEWS. So, the what might be about your soon to be launched book, or your launch party, or the fact that your book is sponsoring an event to raise money for a related charity.
Where – Simple, if the release is about your book being launched, you will tell them where the book can be purchased. If the release is about a launch party or fund raising event, you give the location.
Why – This is where you get deeper. Are you a first time author? Are you having a party because it’s your first book? Fifth book? You’re kicking off a series? Are you supporting a charity and why? You must state the why that makes this news.
When – Dates. The date of the party or event, the date of the release. The date when books will be available. When means when and no, you can’t just skip this one.
These items do not need to appear in order, but if even one of them is missing, unclear or lightly passed over, the whole press release is not correct. News people are BUSY people, and they can smell ambiguous information a mile away. They also want information in a quick, brief blast. That way they can effectively decide if it’s worth their time to pursue more.
Now, I learned a strong economy of words years ago when I began writing radio and television commercials. Did you know that a 60 second radio commercial is 150 words and not one word more? A 30 second radio or television commercial is … yes 75 words and no more. AND those limited words must carry the vital information: Company name, phone number and sometimes the hours of operation. Tight, huh? And you thought 25 words was hard.
A press release should actually never be more than a single page (although some major corporations do much longer releases, there is a tolerance level courtesy offered IBM that you and I will never see from the media). There’s a strict format.
Total word count (including headers): 100 – 250 words
Left top: The words - For Immediate Release
Right top: Contact name, title and phone number (on three flush right lines)
Centered, all Caps: The Headline (make it punchy!)
Body: Always open with a dateline which is simply the date and city of your released information. The body should be double-spaced, straight forward, crafted cleanly and informative. At the end you must repeat the contact name and phone number, and when the press release is finished, the line below, centered, must have three hash marks (###) or the number 30 with a dash before and after it. ( - 30 - )
That’s it. No fancy language, no frilly teasers, no vague insinuations. Not too dry and never too flowery. Just straight news information. Here’s an example of an okay, so-so press release, and a really good one.
“CALLING ON AN ANGEL” LAUNCHES
Dateline, January 12, 2011. New York City: Today, first time novelist Mary Smith, announced the launch of Calling on an Angel, a psychological thriller published by XYZ Publishing. The book can be found on Amazon and in selected bookstores across the country. A launch event is scheduled for Friday evening at the CrossRoads Independent Book Store in New York City at seven PM. You can contact Mary Smith through her publicist, Katherine Jane at Jones Publicity, (098) 765-4321.
- 30 -
-OR-
“CALLING ON AN ANGEL” EXPLORES AUTISM
Dateline, January 12, 2011. New York City: Author and psychologist, Dr. Mary Smith, announces the release of her psychological thriller sure to take the bookshelves by storm. Calling on an Angel is a spectacular novel developed around the twisted dreams and actions of twin autistic youths who, while living in a parallel world all of their mutual making, save victims and become heroes. This emotionally charged tale explores the hope and possibilities surrounding the great strides being made to prevent and treat autism by a powerful internationally funded consortium. A portion of all proceeds from the sale of the book will go to Autism Research. To attend the book launch event scheduled for Friday, January 16 from 7-9 PM at Manhattan’s beautiful CrossRoads Independent Book Store on 54th St. please call for reservations (123) 456-7890.
###
Which one appealed to you? The first press release is as correct as the second. It covers the basics, the who, what, where, why and when of making an announcement but does it tickle your desire to learn more? Too-flowery releases can be easily discounted as not believable, but a bland release is more likely discounted as unimportant. Finding the balance is the goal.
The second press release strides the middle ground comfortably. It explains the book, the author, the charity affiliation and the event details. You’ll also notice that this book’s 25 word pitch is right there in the second press release version, making it more powerful.
So, why write a press release format at all? Writing in a press release format is a great way to learn how to communicate the HARD NEWS and INFORMATION side of your book. It looks, feels and sounds professional. It makes your book more than the gushing, excited banter from your heart. It makes it real.
Now, let’s talk about this press release. What else can you do with it? You can email it to everyone you know. You can use it as an event announcement for your various reading and writing groups. If you belong to online groups that have a connection with your book’s plot – for example, Calling on an Angel might have a strong following with yahoo groups and various angel or autism chat groups or email groups – this is a perfect announcement to post there.
Now print it out. Stick it up on the bulletin board at your hair dresser, dentist office, vet, grocery store, community center and coffee shops.
What happens to you and your book when you write a press release format (aside from the obvious, which is that you intend to approach the media), is that suddenly you get a different kind of respect. If you do this right, people will actually believe you have a publicist. Perception is everything. Believing you are successful means people who may not have thought twice about you will buy your book and talk about it. Creating a real buzz can seriously move into a big arena if you are able to put together a good press release.
LESSON THREE ASSIGNMENT
Write your press release. Cover the who, what, where, why and when. Do it as an announcement for your book’s launch, or launch party, or in support for a charity or whatever you feel is news worthy. Remember to include your 25 word pitch, remember to follow the format, and remember … be informative and make it sound like news.