| Don't rely solely on one press release to do all of your | | | | example, if you are a psychotherapist who has written |
| work. It's important that you modify the release to fit | | | | a new book on how to make a relationship last, you |
| the needs of the media outlet you're pitching. Seldom | | | | don't want your press release to go into detail |
| do you have to write a completely new release. Your | | | | explaining exactly what the book is about, you want to |
| release may just need a few minor, but necessary, | | | | list the problems your book will help solve and the |
| changes. For example, let's say you are sending your | | | | questions it helps couples answer. Emphasize that you |
| release to your local evening news and to a national | | | | offer solutions to specific relationship-oriented |
| women's magazine. The main body of the release | | | | problems. Your job is to establish yourself as an |
| may not change, but you will want to modify some of | | | | expert, as a problem solver. The media isn't interested |
| the text before sending it to the editor at the woman's | | | | in hyping your book, they're interested in stories that |
| magazine, to explain that your story has national | | | | interest their readers, listeners, or viewers. If you simply |
| significance and will be of interest to his or her readers. | | | | state that yours is the best book in the field, no one will |
| It's important to understand who the audience is and | | | | care. Make the release as easy to read as possible, |
| direct your pitch towards the needs of that audience. | | | | keep a lot of white space on the page, bullets, boxes, |
| Keep your releases simple, direct, and to the point. Just | | | | anything to break up the page. Remember this is a |
| give enough information to pique their interest. For | | | | trailer, a tease - give the media a story. |