How to Get More (and Better) Press

Press

Today’s post is by freelance journalist and independent author Dana Sitar (@DanaSitar). 


You’ve just released a book. You’re participating in a live reading. You’re planning a book tour.

Whatever it is, you want press.

While social media and blogs are a great way to share news with your audience, the value of a good article in print or online news media is undeniable.

From a journalist’s perspective, however, a lot of artists are tough to cover!

Your press releases are great to receive—as long as they’re on a topic I cover. But remember, your press release is written from the perspective of someone trying to sell or promote something, not by someone trying to cover the news. As someone trying to cover the news, I usually have more questions, and the first place I go to answer them is your website.

Some of the things I look for (and often don’t find) are:

Contact info

This is Author Website 101, but still some forget it. If your contact information is not on your homepage, make sure the link to it is easy to find (e.g., have a tab clearly marked “Contact”). If I learn of your event or news on my own and want to follow up, I’ll be much happier if I don’t have to traipse through Google and Facebook to find your e-mail address or phone number.

More info on your big news

If you’re announcing an event, I want to see an events calendar or listing on your website with location, date, time, and who else is involved. If you’re announcing a book release, I want to see a “Books” page on your website with synopses and buy links. These are easy places for a reporter to go for more information and verify what’s in your press release. They’re also an opportunity for me to link back to your website if my article is published online.

A page for the press

You may not need this on your site at all times, but when you’ve got big news and you’re contacting press, create a page with all pertinent information. Whenever I release a book, my press page goes live with downloadable cover art, a headshot (with credit), a short bio, a short description of the book, my contact information, links to other articles about me, plus interviews I’ve done. Sticking this all in one place with a clear label not only helps someone you’ve reached out to, but it also indicates you have something worth reporting.

What you—the author—do

This seems implied, doesn’t it? Yet I don’t know how many times I’ve tried to write a story about a comedian whose website hasn’t been updated to include half of the shows he produces each month. As a writer, you might wear a lot of hats besides author of your most recent release. Don’t forget to mention the key things you do—teaching, speaking, blogging, consultation, editing—so the press and your readers can get to know you better.

Action step

If you have a website and you’re contacting press, you must be trying to promote something. When someone visits your site, that something should be clear. Have a clear step for people to take after they’ve found what they’re looking for. Do you want them to buy your book? Do you want them to follow your live tour? Do you want them to sign up for your newsletter? Be sure that the action step is part of your message to the press, and that it’s clear and easy to follow from any point on your website.

Do you have any hard-won advice about dealing with the press, or scoring mentions in the media? Share your experiences in the comments.

Opt In Image
Master the Principles of Social Media Without Feeling Like a Marketer

Jane's newest online course focuses on how to take a holistic and strategic approach to social media that’s based on long-term reader growth and sound principles of online marketing. You won’t find gimmicks or short-term approaches here. Rather, my philosophy is that (1) your work—your writing—is always central, and (2) you have to enjoy what you’re doing on social media for it to be sustainable and eventually become a meaningful part of your author platform.

A big challenge for authors is deciding what types of marketing will work for them strategically, and figuring out what will be effective in cutting through the noise without consuming huge amounts of time. Over the course of 12 weeks, our goal will be to answer this question for you, eliminate as much guesswork as possible, and retain your authentic voice regardless of your strategy.

The following two tabs change content below.
Dana Sitar (@danasitar) is a freelance journalist and indie author. She shares resources, tips, and anecdotes for writers in search of a path through her blog and DIY Writing Newsletter.

Latest posts by Dana Sitar (see all)

Posted in Guest Post, Marketing & Promotion.

17 Comments

  1. As the managing editor of a newspaper, I advise you to make the effort to learn the name of the person in the newsrooms who should receive your press release, a copy of the book. A good newspaper will have a good website with that info. “Dear editor” doesn’t cut it. Other suggestions: find out deadlines (you don’t want to miss one for your event), newspaper’s policies (many papers only write about local authors’ books or if an “outsider” is giving a reading), including whether the paper will review self-published books; email a high-res photo of yourself with your press release and one of the book’s cover. And, it doesn’t hurt to followup up an email with a phone call. Email can be an imperfect messenger or perhaps you will spark some interest that way. There’s more but hopefully that’s helpful.

  2. Thank you, Dana, for that kind kick in the derrière. I’ve been threatening for months to improve my site with handier stuff for the media. Alas, I must move this to a front burner.

  3. Dana, one of my proudest media moments was when, on the NBC affiliate 5:00 PM local news in Washington, DC on November 5, 2008 (which was my 66th birthday) my solicited comment was read first among those submitted by viewers:

    “Barack Obama, with an extremely well organized campaign, from the grassroots on up, has shown America and the world that he is ready to lead our nation.”

  4. Thanks for this great info! You just reminded me to update my website/ readings/ interviews, etc. that I haven’t touched in a year.

  5. Pingback: How to Get More (and Better) Press | The Writer's Resource Cupboard | Scoop.it

  6. I learned the hard way that publication of a book is not really news to the news media! They want an event–a book signing, reading, workshop, etc. So my next book, I’ll be sure to have an event to announce along with the publication.

  7. Pingback: How to Get More (and Better) Press #boekmarketing | twittercolumn | Scoop.it

  8. Great reminders, thank you! Many of my writer friends are wandering down the “first website” path, so I’ll be sure to send them to this link. :)

  9. Pingback: Friday Features #19 | Yesenia VargasYesenia Vargas

  10. Pingback: How to Get More (and Better) Press | Creative Writing Inspiration | Scoop.it

Join the conversation