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Today, one of the advantages for book marketing that is free is the press release. Just as there are press releases announcing a new book in newspapers, magazines and fliers, one can also be written and placed online.

There are many press release sites, some charge a large fee, but there are also many others that do not charge and have the same exposure. The difference is that they can take several weeks to appear online.

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Good post, Sandra. Turnaround time does vary with some being a lot faster than others. When you get that for free, you can't complain really though! :)

Here's a list of free PR distribution sites.

What needs to be remembered when writing a press release: the editors that these distribution sites send it to will view the press release from a "what's in it for me?" angle. If your press release is closer to a long self serving advertisement than something newsworthy with an interesting angle or that ties in with current events, it won't get much further than the editor's desk. Present them with a good read as well as information and in the proper format.
You are right Kay, one of the things that should be done before writing a press release is to research how to write one properly. It should be interesting information, not only advertising.

One of the things about a press release, while they are an advertisement of sorts, they are written in the third person.
This is a good thread! :) Another point: the layout of a press release follows a specific style. A press release that's not formatted properly gives a busy editor a reason to throw it in the trash and not even read it.

First timers often don't know they should begin it with a release date (or "for immediate release" statement) and end what's to be printed with "###" for example. There are more steps in between. This link gives the details of each section that should be included.

http://www.angelashupe.com/2008/04/21/the-basic-press-release-layout/

Sandra Kitchen said:
You are right Kay, one of the things that should be done before writing a press release is to research how to write one properly. It should be interesting information, not only advertising.

One of the things about a press release, while they are an advertisement of sorts, they are written in the third person.
That's a really important point, scribbler. Getting the format right can even be used as part of a selection method. Editors have a limited amount of space to fill and won't waste time fixing things.

scribbler said:
This is a good thread! :) Another point: the layout of a press release follows a specific style. A press release that's not formatted properly gives a busy editor a reason to throw it in the trash and not even read it.

First timers often don't know they should begin it with a release date (or "for immediate release" statement) and end what's to be printed with "###" for example. There are more steps in between. This link gives the details of each section that should be included.

http://www.angelashupe.com/2008/04/21/the-basic-press-release-layout/

Sandra Kitchen said:
You are right Kay, one of the things that should be done before writing a press release is to research how to write one properly. It should be interesting information, not only advertising.

One of the things about a press release, while they are an advertisement of sorts, they are written in the third person.

Local media, especially print, are often scrambling to fill pages so they can sell more advertising. I'd call their newsdesk directly and inform them nicely that you're sending them a press release and are a local author if they would be interested in an interview. Not every media outlet subscribes to the same or all of the PR sites. I'd definitely give them a local tailored version.

Offer to run a book giveaway for their readers if they want it or some other kind of perk eg a few copies for the local library or school. They don't need to make space for you but generally will make more of an effort if you give them a reason to say something beyond what's in the press release itself. 

Lori A. Moore said:

Do you think Press Releases should be sent through a national service (for example, I use PRlog.com) AND also sent directly to local media with a version specific to letting them know you're a local author OR just one or the other?

Thank you to everyone in the thread, I had no idea this was possible.

I must study this thread more closely,

Thank you again to all.

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