Even with the digital revolution and profound changes in media over the past 20 years, a well-crafted press release has remained a book publicity mainstay. Therefore, as every campaign begins, it's essential to devote time to writing a strong one. Given the importance, some book PR specialists recommend trying several drafts to arrive at one that is the strongest. Because many people reading the release will be pressed for time and considering others simultaneously, you need to make every word count. Brevity and clarity are requirements, along with readability and uniqueness.

Your headline is the first thing people see in your book press release so ensure it is both attention-grabbing and informational. Eye-catching alone isn't valuable unless it also communicates something substantive. What you're trying to get across is the one thing you want the media to mention about your book. Therefore, making sure it's newsworthy in some way is helpful and, if possible, connects to current events or trends. It's always essential to explain why your book is more useful or entertaining than its competitors. The bookselling marketplace is crowded, and you need to overcome competitors.

Audience targeting is crucial, and it goes for your press release's intended media recipients and their readers, listeners, or viewers. For example, if your book is about a personal finance topic, it and the press release need to be about topics financial journalists, and their audiences find interesting. It's good to be direct about your book's value to an audience, and if you have several media targets, you may edit or customize your press release. Well-targeted pitches have a track record of being more successful than general ones. They also show you are taking each recipient more seriously.

Bullet points and other formatting techniques that make your book press release easier to read always improve its prospects for success. All the information communicated must be of high quality and obvious use to the media. If you make it easier for editors and producers to cover your book, they will find ways to include it. Most media companies today have made staffing cuts yet still have pages and air time to fill. When people are stretched thin, they appreciate valuable content. It's also why some non-fiction authors have successfully written bylined articles on their book's topics.