The first challenge for me was in getting her focused. Her news release, initially, was so vague that it was obvious to me that media persons would not even take the time to read beyond the headline, which was what we clearly advise is the world's worse news headline: "Author writes new book."
Next we had to address the issue of the wordiness of the document. The author felt that she had pared it down as much as was absolutely possible. Needless to say, I was able to do plenty of slashing and burning. My job is to get down to the basics of what the writer is trying to say which is usually about half of what has been written.
On we went to the next challenge: make the benefits of the book clear in a few bulleted points. Media persons receive countless news releases every day. They want, in a few seconds, to scan and pick up the core of the matter.
Finally, we had to express the author's story in a clear manner. Editors and producers are looking for a story that will capture the attention of their audiences. They don't care if you have just written, in your opinion, the world's greatest book. The point is, will their viewers or readers care? Your job is to make them care.
So, the news release is written. That isn't to say that it will be the only version that she needs to create. No book or other product is successful after one attempt. Marketing, including publicity, are constant necessities for publishers.
Denise
www.inktreemarketing.com
www.publishacookbook.com
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