This week Helen writes:

Hello,

Hi Helen,

Press releases should be one page. At the top it should contain a phone number and a name to contact for more information followed by a really catchy headline (that the reporter can use)

After that, start the article with a problem or issue that you are going to 'solve' in the rest of your story (by introducing your book). Develop it a little in the second paragraph then use the third to link your book to it. Use a subsequent paragraph for your biographical information if you haven't worked it into the third paragraph. 

Include ordering information at the bottom. End the press release with this text: -30-

This signals to an editor that she has reached the end.

When writing a press release remember that publications will quite often print it verbatim, but if they run out of space they'll start cutting from the bottom. Always put your most important information high up in the press release and leave stuff that can be cut for the bottom (extra biographical or story details for example).

You can find out more about this in Paul Krupin's book "Trash Proof Press Releases" http://www.publicityassistance.com/paul_krupin.htm. Paul hangs out in the PubForum email list and always has good advice.

You can get lists of publications in a number of directories at the library: Burrelle's Media Directory has major publications and tiny association newsletters. There is another major directory and its name is escaping me at the moment, but I'm sure your reference librarian will be able to point you in the right direction. These directories list publications by category and mention whether or not they accept publicity material, so can be very useful. 

Hope this helps,

Best wishes,

Julie

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