The Press Release

Recap:  If you've been following this series on promotion you may want to scroll down to the next section "What is a Press Release?"

             Today we go a bit deeper into the topic of press releases.  What has turned into a topic series began with a challenge to the Blogging from A to Z participants.   I am encouraging all of you to try to get a story about the A to Z Challenge published in your local paper or some other special paper or newsletter, receive coverage on the airwaves (radio or television), get mentioned on an internet news or information site, and/or wherever else you can come up with.  In other words, I'd like to see our efforts get greater recognition.  I will post any efforts where you have been successful on my blog and may even give you an opportunity to do a guest post on Tossing It Out.

            Next, we talked about the reasons why you would be interested in getting press coverage for A to Z and how getting press can help you and whatever it is you are trying to do.   This post examines what news is and how you can spin your own story in order to make it news.   There is a sample press release included on this post.

              Then yesterday, we talked about getting press by talking to the right people.  This is often the easiest way since you might not even have to write anything to submit to the paper.  You've just got to make the right contacts to help you receive the coverage you need.  I gave some examples in that post.

              If you think that you will ever need to promote yourself or even if not, I encourage you to go back to these posts and read them.   Self-promotion is essential to the success of anyone who doesn't have a publicity machine behind us--and that is most of us.

What Is a Press Release?            

        A press release is an announcement of anything that someone wants to be made public by the media.   It can announce events, relationships, or the release of a new product.  Using the example of an author this could include a public appearance at a local venue, getting a contract with a major publisher, or the release of a new book.  The press release might be a combination of the above.  It can apply to anybody in any situation they deem might be of interest to some segment of the population.

         Press releases are used by individuals, businesses, organizations, or any entity that wants what they wish to convey to be treated as newsworthy.   In order to be deemed newsworthy it should have some special significance.   If you have self-published a book, the newsworthiness might not be as strong as having published the book, then appearing at the local library where a minor local celebrity will be introducing you.   You want to pack as much relevant content into the release without cluttering it with non-essential information.

       The press release should follow the standards of any news story in answering the questions of who, what, when, where, and why.   The story should be well-written with good grammatical style.  My suggestion would be to read some informational announcements in the paper and see how they are written.   A good place to find these articles is in the business, entertainment, or community news sections of the paper.   You will begin to identify a particular style of writing and presentation in articles based on a press release.

How should a press release be prepared?

        Typically a standard informational press release will be written tersely in a straight-forward manner.  If you are writing a press release you are probably better off to avoid too much creative writing and stick to reporting.  This is not to say a creatively written piece won't be accepted, but it's better to save that until  you've talked to someone beforehand and they've invited you to write one.   Often if the story is considered of enough interest, the press media will have a reporter get more info and they will embellish the story into a feature.

        It's usually very important to follow the standard rules of formatting your release.  My advice is to do a Google search for terms like "press release format" or "press release template".   A search engine will provide you with many sites that will give you the proper way to format your article for submission.

What do I do with my press release when it is ready?

         Once you've gotten your press release written, contact the places you want to send it to either via in-person visit, email, or phone.   It's a good idea to actually find out the name of the person to whom the press release should be delivered and directly communicate with that person.   You can start with the local papers.  The contact lists are usually somewhere in the front pages or on the editorial page of the paper.  I've found that now it's even better to see if the paper has a website.  The website will usually have the names of who is responsible for what and explicit information on how to submit your story.

Some real-life examples

            Now for some specific examples taken from my past experience:   For many years I managed a touring theatrical production.  Like any author or business should have, we had a press kit that was sent to whoever was promoting the show before we arrived.  The kit included 3 to 4 generic fill-in-the-blank stories that could be submitted to the local paper and radio or television stations.  Every town we visited had the same generic stories to use and the person submitting them would merely copy the stories and fill in the blanks for time, place, and name of sponsor.  The paper or media source would use them as they received them or rewrite them to be more entertaining.

           All of the examples I am using are from the 1979 tour of The Magic of Cinderella performed by "The World of Fantasy Players".  First here are two examples of stories that were put in the paper exactly as submitted according to our press release script:

Generic press release stories
click on image to enlarge

Including Photographs

           Also included in the press packet was a sheet of 4 photographs depicting scenes from the production.  These were publicity photos staged prior to the tour and taken by a professional photographer.  It is always preferable to include a photo in any press release because it attracts more attention.  If you are sending out a press release about the A to Z Challenge and including something about yourself in the story,  you should include a photo of yourself.  

           But going back to our show--sometimes the paper would use a photo and include a very condensed version of the press release to use as a caption.  Photo with press release info condensed into caption is shown below:

Publicity photo with portion of press release used in caption
click photo to enlarge

The Biggest Coup of All!

            One of the best things that can happen is that you score not only the press release story, but also an accompanying photo.   Beyond that, a feature story inspired by your submitted press release with a special photo spread is the ultimate goal.  This is very achievable if you've put the right spin on the story and made yourself accessible for an interview.  That's when you can really self-promote. 

              Below you can see where the paper has used the complete press release story and included a publicity photo (the guard in the funny hat and the beard is me):

Complete press release with publicity photo

A Final Thought for You

          I keep hearing hints from some of you that you don't feel comfortable self-promoting.  My question is "Why?".   Don't think of it as bragging or anything like that.   Believe in yourself and what you have to offer.  Then be ready and willing to share it with the world.   If you have a book or some product that you want people to buy, then you need to have total confidence and believe that people need what you have.  If you are at that level of thinking, it shouldn't take much more to be excited about wanting to tell others about it. 

          If it's rejection you are afraid of then get over it.  You've already been rejected plenty in your life and there will be more rejection to come.  Get over it and just keep pressing forward.  If you've got some big things coming up that you fear may be rejected, like book queries and the like, trying to get some press on how you are participating in the A to Z Challenge and how other bloggers might like to join us should be small potatoes.   If you've put together your press release the right way, your press release shouldn't be rejected and even if it is you haven't lost anything over it.  You will have overcome some fear and that should help you in the things you do in the future.

        Just try it to see if you can do it.  I'm anxious to hear some of your stories about what you encountered.  If you have any questions or comments feel free to contact me.   One of the reasons I've been stretching this story out into this series is that I've had more direct emails regarding this than for anything else that has appeared previously on my blog.  A lot of you are interested in this topic of promotion and for good reason.  I'm looking forward to seeing some of the stories you get in the public eye.

         Tomorrow I'll conclude the series with some examples of how to spin your story to make it more interesting to the reading audience. 

         Have you tried writing a press release yet?   Have you made any attempts at submitting a story? 

             

The Publicity Photo

                The photo that now appears in my header was taken in the early spring of 1976.    Since the name of my blog makes a reference to my background as a juggler, I decided that I would add the personal touch with a photo of me related to juggling.   Today I will explain what this photo represents.







      By the summer of 1975, I had found myself at a place in my life where the road into my future was diverging toward uncertainties and I was faced with having to make a decision about what I was going to do next with my life.  Three of my friends and I had just been ousted from a beautiful mountain cabin we had been sharing and living in for the previous four months.  Now I was suddenly back living at home with my parents at age twenty-four. 

        Out of work and running low on money, I felt stuck in a rut.  I had sold my van months before and was dependent on my parents or friends for transportation.   I needed to find a way out of the mess I had gotten into. 

         In late June, I started working with a show promoter in Knoxville, Tennessee.  He was promoting a show where my family's juggling act was going to be performing in July.  I made some spending money helping to sell tickets and advertising for this show.

          Performing with us was a magician and his wife--Ken Griffin and Roberta.  They had a touring stage show that was nationally known.  After working with them on this show, my parents invited them over for dinner at our house.  Apparently I had impressed them with my helpfulness to them at the show we were working and during the course of their visit with us they offered me a job.   It was perfect timing for me.  I readily accepted.

          My family had one more upcoming date with the Emmett Kelly Jr. Circus and it was decided that I should play that show with our juggling act before meeting up with the Griffins in Durham, North Carolina. We played our show with the circus in Cleveland, Tennessee and the next morning I was on a Greyhound bus to Durham with my juggling equipment and personal belongings.  My career as a solo performer had begun.

          By the end of the year the Griffins and I had ended up in Terre Haute, Indiana working on show promoting.  I was really enjoying the performing and the travelling.  This was my kind of life.   The show promoting was not my favorite part, but the thrill of the performances was a lot of fun. 

           Spring of 1976 found us in the small town of Spencer, Indiana where we were promoting a show that we were to be performing in a lovely old vaudeville theater.  Since I was now hooked on the show biz life working on my own as a performer, I had come to the conclusion that I would be doing this for a while.  The Griffins were very happy with me and wanted to keep me on board with their show.

           They needed me to have photos made to be included in the press kit they sent out for show publicity.   While in Spencer I found a photography studio where I arranged to have my photos done.  Donning one of the tuxedos I used for my juggling act, I went for the photo shoot.  The color photo used in the header was basically a vanity shot for me to have and to give to my parents.  The actual publicity shots intended for reproduction in newspapers and the like had to be in black and white.  One of these publicity photos can be seen below.

           This shot was reproduced in various newspaper articles throughout the United States about shows in which I was going to be appearing.  In fact, I even used this photo for publicity after I left the Ken Griffin Show in 1977.  Below are a couple of examples of articles that used this photo.

                 This article from THE MORNING REPORTER in Morgantown, West Virginia is dated May 27, 1977 announces a show that would be taking place a few days later on June 1.   The paper felt that my story was newsworthy since my parents had both come from the Morgantown area.   I would often submit a photo and story in towns where I had some connection and the stories were almost always published.

     

 Here's a story from the front page of the May 12, 1977 edition of the BARNESVILLE ENTERPRISE in Barnesville, Ohio.   I'm not sure why they used my photo for this story.  I was not the "famed magician".  Maybe someone at the paper just liked my photo better than the other ones in the press kit.   Needless to say I was kind of pleased to my photo on the front page of the paper.

           That is the story of the origin of this funky 70s photograph.   At the same time I took these, I also had photos taken of me with my violin since I was billed as The Juggling Violinist.  I don't think any of those photos were ever used for newspaper articles; at least I don't have any articles with any of those photos.  Perhaps one day I'll post the violin photos. 

            Have you had professional photos taken for press purposes or book jackets?   Did you go to a photographer who specialized in this sort of photography, a regular portait photographer, or someone else?  Do you have a press kit assembled to send out for publicity and other purposes? 

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Persnickety Penman: Promoting Yourself

         I'm very pleased to announce that a very short article that I have written appears in the current edition of Jackson Brigade Quarterly (Vol. 18, No.2 issue dated February 2010).  Actually it is a self-promotional piece about me and my blog.  I plan to discuss this in more depth in my posting for this coming Wednesday, February 17.  But this inspired my post for today:  How are you at promoting yourself?

         Over the course of my various careers, I have had several instances where my writing has appeared in print, primarily in the form of press releases or feature stories that have promoted myself, someone I know (usually a family member), or a business enterprise in which I was involved.  Often this was just a matter doing what I needed to do to promote business and I didn't really think of it as my writing--after all my name didn't appear as an author of the piece and nobody probably even thought about who wrote it.  Some of these articles were clipped and sit in a box or a file somewhere in my house and some I probably never even actually saw. 

         The press release is standard procedure for anyone who is trying to promote themselves or their agenda.  Usually if the release is formatted correctly, sent to the right person, and has some relevant topical interest it will appear in the pages of a newspaper.  But is that all you really want?  Is it adequate enough to just have a little blurb hidden away somewhere in the newsprint pages announcing the publication of your book or a book signing where you will be appearing?  As far as I am concerned that is better than nothing, but why not shoot for more?

       In my many years in show business I found that a newspaper would like to see a show buy some advertising to promote the appearance of that show in their town, but they are also hungry for interesting stories that can appear on their pages.  It was standard procedure for our show's advance team to provide local media with press kits with press releases and photos.  That was often enough to get at least one story in print. However, sometimes when I could see an additional tie-in with our show, I would write up a special story to send to the appropriate editor.  Sometimes they would use that story and more often than not they would send a reporter and photographer to do their own feature story.  If I hadn't taken the effort to promote myself and my agenda nobody else would have.

      For example, if our show was going to play a town where I or one of my cast members had come from or gone to school, I would let the local media know.  This was an item of local interest.  Or, my wife and I were traveling with our children and sometimes there might be a story related to that--human interest.  Occasionally, we would visit a hospital or school and media would show up to capture those special charitible moments which in turn called attention to our show.  Somebody had to make the contacts to make these connections that in turn inspired stories in which people would be interested.

       If you want to become a more widely known writer and you don't have someone doing the work for you, you should definitely consider more self-promotion. Come on--it's not that bad of a thing.  Sometimes we might think we are bragging or being egotistical.  Is there anything wrong with that if it is true?  Get over any embarrassment or fear that you might have about self-promotion.  Distance yourself from the project of promotion if you must; in other words make you, the author, and you, the promotional business person, two seperate things.  However, if you are truly confident in your book, you should be proud to get it out into the hands of the public.  Let's face it, if the public does not know about you and your work, then you are going to have a much more difficult time in getting your product into their hands.

      While you are out there promoting, try to find exceptionally creative ways of getting yourself and your book known.  Make yourself and your book relevant to the reading public.  Part of this is your platform and you should take advantage of that to the greatest extent that you can.  The other part is creatively finding opportunities to which you can connect yourself.  Contact media in locales where you may have connections to do a story about you and your book.   If you have written something historical,  connect your piece with a local celebration of the event or in conjunction with a feature about a historical site or the like.  Call attention to something notable that you have recently done or been involved with and casually mention your book in the process.  Your opportunities are really unlimited.  You just have to find them and exploit them.

        You can spend all the money you can get your hands on to promote the sales of your books and there is no guarantee that you'll make back a penny of it.  You can invest in book fairs and conferences--it can help but it's still self-promotion.  If you don't have a big bankroll to spend on these things, the best thing you can do is start investing your time and creativity into what is essentially free advertising.  After all, the best advertising is the free advertising you get through word of mouth and stories in the press.  More than likely this will all have to start with you.

       Whatever your circumstance may be, you should not be embarrassed to self-promote yourself.  All businesses do it to generate sales.  If you are trying to sell your books, then you are a business.  For most of us our books aren't going to sell on the basis of our names and good looks alone.  That's why we have to get out there and make our names known and convince people that there is something about us and our books that they might--no should!---be interested in.