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Step 1: Use the Above Book PR Template

So now that you know the format of how your press release should look, how do you write a book press release?

We’ll go into each of section of the book press release template in turn. Always remember that you need to write like a journalist – not an author. Clear, concise communication is your guiding philosophy.

So, break out your favorite writing software, or Scrivener^[6] in my case, and let’s begin.

Headline

Just as a book title needs to be carefully chosen to interest potential readers, a press release needs a well thought out headline to make it stand out from the endless press releases journalists deal with.

The basic concept is to write a headline which compels the reader to continue reading. This could be through creating intrigue, using the power of fear, or making a bold or unusual claim.

The intrigue/compulsion factor of your book press release headline needs to be balanced by some actual information. The best headlines both intrigue and inform – neither function can be ignored.  My article on how to select the perfect book title^[7] can help with your headline selection as well as these writing tips for PR headlines^[8].

Also, if you are coming up with dead ends, check out the list of book title generators^[9].  Most of these tools come from great headline and article title generators.

Subheading

This is optional. Some press releases use a subheading; others don’t. If you think a subheading could help your book press release, make sure it is adding to it, rather than just restating the headline in a slightly different way.

A subheading can be a way to get the inform/intrigue balance right – if your headline is more heavily one function than the other, the subheading can be the place to compensate and redress the balance.

Dateline

Pretty straightforward – write the date and location you are writing from. Don’t try and get clever here.

Intro

Other than the headline, this is the most important aspect of your book press release. You might want to lead with something impactful, such as a controversial statement or an emotionally engaging sentence related to the book you are promoting.