Does the general public care? Only if you talk to THEM!
Make it news worthy if you want reporters, and ultimately your public, your audience, your potential readers to take interest!
Make it easy for reporters to use content as is, well-edited, not marketing, educational.
If you feel that you could be a good source for a relevant article, you might want to check the Help A Reporter site. Be sure to read all the fine print and follow the guidelines!
- Relate to current affairs!
- Describe not only the features of your book, but particularly focus people’s attention on the benefits … as they relate to current issues
- How will your book give them the solutions to their problems? …going on in today’s news world
- Highlight key points with subheads
- Modify your press release for every event you are announcing and to suit every publication or media outlet you send it to
- Make sure you find out exactly who to send it to! …which editor (the exact person/name may change – find the current name & contact details so you can follow up)
- Mission statement
- What you do/offer and why
Author bio (including professional photo)
- Nothing you do not want to see in print, seen by the public at large
- This helps reporters answer reader questions, more easily write the article…
- What do readers want to know / what will they care about – as it pertains to your book?
- What particular points are important to informing the media readers about your book/business? …as they pertain to informing/helping the reader
- (It also helps executives/company reps answer questions consistently.)
- Frame your audience
- Who do you want to read your book? Ask people from this arena to review, provide testimonials that highlight the benefits (don’t be shy about offering direct suggestions) and recommend to others.
- Number of pages
- Retail price
Every time an article comes out about you, keep a copy in your kit. Ask the publication for permission/ about guidelines for posting a copy on your website. If the article is posted online – link to it. Make sure that you credit the source!
- Give out your website address (24/7 access). Have your Press Kit info available on your web site, so people can view it at any time.
- When you send info to someone, be sure to follow up.
- Don’t say such as: “Just wanted to see if you have received my…”
- Do say such as: “You will have received my Press Kit on — What questions can I answer for you? I’ve researched your specific audience and think they might be most interested in… what further information can I provide on that subject?
BOTTOMLINE ~ Know your audience & what they care about! Ask yourself: Is this the publication they read and/or the audience that this publication sells to?!