Don't Depend Too Much On Press Releases

I was reading a group/list about how to time press releases when publicizing your new book. A lot of people seem to know what the best day is to send a press release to a newspaper to get instant attention.

I read these discussions with some wonderment. I was a newspaper editor for a good-sized daily newspaper for many years and a features editor for several of those years.

The preoccupation with which day to send the press release is a little overwrought. I can tell you without a doubt that unless it's some sort of breaking news angle it makes absolutely no difference what day it gets sent in.

I would guess that most self-publishing press releases are going to be feature section oriented. Or maybe non-breaking business or the like. My opinion is that most press releases take the same route and that's to the trash can.

Fewer and fewer daily newspapers have full-time book reviewers. Sometimes it's a features staffer that is interested in the subject matter. Feature writers/non-beat reporters will keep a file folder of press releases that peaked their interest and periodically look through them for story angles. A lot of these are book related because of the angle.

The writers are interested in the subject rather than the book. Now book appearances are different. There's always a calendar editor who will put the book signing in a calendar.

But you're best chance for a response is to write a compelling one page cover letter that introduces quality story angles along with your ARC/Galley. Everything else is wasting money.

A high percentage of press release writers really don't get what interests a reporter/writer.

Michael LaLumiere
www.staggerleebooks.com