How to Write a Press Release

When the nine edits have been done, the book is finished, the cover is approved and everything is at the printers, you sit back, relax and open champagne right? 

Not right.

Now is the time the publicity department swings into action.  The release of Shadow Seeker was set for February 2002.  That means a press release had to be prepared and sent to all major newspapers and magazines in January.

A press release has one page to grab an editor's interest.  With about 10 new books being released every week by different publishers, it is not enough to say 'here is my new book, please mention it.' 

So, you have to think up the most newsworthy angle or 'hook' to show editors why the book will be to their readers/listeners/viewers.

Shadow Seeker has strong themes of family relationships, environmental action and kids growing up and becoming more powerful. We could only pick one of these angles to highlight.  In the end, we decided on the environment theme.

It often takes several people to write a press release.  One to draft and get the general structure and another person to look at it like a stranger and make it 'peppier.'  Lousia, my PR person at HarperCollins did the first draft.  She is terrific.  (In fact, I've just heard she's won the publicist of the year award for 2001!) 

So here is her first draft.  My notes to her follow and after that comes our second attempt at editing the press release.  This version was the one which Lousia finally sent out to over 200 newspapers, magazines and radio stations.

 

Letter to the Publicist Hi Lousia, Here is a revamped version of the press release. I ran it by two friends and then incorporated their comments with mine. I used your format which was great and saved me a lot of thinking! The main changes I suggest are:- 1. Summarising the plot to focus more exclusively on the environmental angle. 2. Using reviews which are shorter and punchier. 3. Using reviews which highlight the environmental angle. (Not the family side, we can't have two focuses in such a short release.) 4. Putting the quote from me at the top. Both of my friends said lead with that. That's what I thought too. Have a read and tell me what you think. Then give me a call and we can talk through it. Cheers Jen Teens can Think Green "I was never brave enough to go out in the rubber inflatables with Greenpeace," says Jen McVeity, author of over 20 books published in five countries. "So I guess writing Shadow Seeker is my way of fighting for the environment." And so she created the Green Guerillas, three teenage activists fighting Greenpeace-style for a safer environment.  Their leader is Tess Robertson, daughter of the local politician and a genius at planning campaigns and getting into trouble. In Shadow Seeker the Green Guerrillas save hundreds of animals from the dissecting knife by delivering cute white rats in tartan bows to all the VIPs in town.  With cameras in their hands (and pegs on their noses) they stake out the city dump and capture on film, contractors dumping truckloads of plastics instead of delivering them to recycling plants. Finally Tess leads the Green Guerillas into their biggest campaign yet -- they want to stop a huge multinational company setting up a mill in town and pumping dioxin, one of the world's most toxic pollutants, into their air.  It is an impossible task until Tess comes up with the plan – a paperless war against a paper mill, waged entirely through email, websites and e-petitions. This is thrilling reading from the author of the hugely successful Dreamcatcher, the first book in the Green Guerrilla series.  Dreamcatcher was shortlisted for the Environment Award, won the Family Award and was on the New York Library's Best Books list for 2000. Praise for Jen McVeity's Dreamcatcher: Congratulations! All your books have been stolen from the Hawaii State Library system. This, my dear, is a GREAT review. Only but the best are taken.    (Dee Buckingham, Librarian.) This is a well crafted story...building steadily to a breathlessy paced climax.   (MAGPIES Vol 14 1999) Dreamcatcher is one of my favourite books. I LOVE the idea of the Green Guerillas; and if I were part of a group like that, I'd feel so proud that I was really doing something for the environment.  (Becky Harth, Year 7 student) Jen McVeity has sold over 200,000 books.  She is the Australian head of the Society of Children's Book Writers and Illustrators – and the first Australian ever elected to their international Board of Directors.  Jen is a mad sportswoman, swimming in State competitions as a child, skiing for five winters in Europe and now playing State level beach volleyball three times a week.  (She's currently her local Men's A-grade champion). Shadow Seeker By Jen McVeity Publication: 1 February 2002 ARP (GST Incl.) $14.95 WARM, ARTICULATE AND ENTERTAINING, JEN MCVEITY IS HIGHLY RECOMMENDED FOR INTERVIEW To arrange an interview or request a review copy, contact Louisa Dear or Sara Wiggins at HarperCollins Publicity   Tel: 02 9952 5000 or fax: 02 9952 5666 .  Email: louisa.dear@harpercollins.com.au   Previous Up Level Top Next