The Press Release (also known as The Mass Media Approach)  

This is an approach whereby you write one document and send it out dozens, hundreds, even thousands of media at one time. It consists of one page and can be sent out through a free service such as Wireless Flash at (619) 220-8590 or http://prfree.com   

Or try these sites: some of them require a fee.  

When to use the Mass-Media Approach:
If you don’t have much time and your choice is between doing something to get publicity and doing nothing, choose the “Mass-Media” Approach.” It’s fast and can be very effective.

It seems to work best when your release has a timely hook to it.  You’re sure to do better this way when you give the journalist/producer a reason why they need to do the interview NOW. For example, one reason my pitch below worked so well was that it tied into Mother-in-Law day, the 4th Sunday in October.

There are drawbacks, however, to this approach. For one thing, your odds of success per media you contact is lower than when you use the “Custom-Tailored Approach”—just as a generic letter in the junk mail fails to grab your attention in the same way as a personalized letter.

How to Create a Press Release    

1. Your Hook in bold with a line underneath it  

October 26th is Mother-in-Law Day! How to Turn Your Your Biggest Critic into Your #1 Fan!  

2. A little subheading that states how you will solve a problem, and how your topic is so timely and hot!  Give yourself a little title like, “The Mother-in-Law Expert!”

“The Mother-in-Law Expert” Rescues Frazzled Brides and Wives in 5 Simple Steps … A timely interview and a hot topic!

3. The date, and the publishing company’s announcement of your new book, stating you as the author?

May 1st, 2008, Denver CO and New York, NY—Outskirts Press is pleased to announce the publication of the new book “THE DAUGHTER-IN-LAW RULES: 101 SUREFIRE WAYS TO MAKE FRIENDS WITH YOUR MOTHER-IN-LAW!, by award-winning musician, composer and author, Sally Shields  

4. A little excerpt from your book – maybe something from your intro, or the back cover  

Your mother-in-law is coming! As she is due to arrive in a couple of hours, your hands sweat and your heart begins to palpitate. Will your house be neat enough? Can you possibly live up to her standards? Will anything you do be to her satisfaction? Help!  

5. A short paragraph that lists some statistics regarding your topic – be relatable

Sound familiar? Millions of women have strained or even outright hostile relationships with their “MIL” (mother-in-law). A survey of 53 daughter and mother-in-law couples conducted by Deborah Merrill PhD, a sociologist at Clark University on Worcester, Massachusetts, showed the extent of the problem. Only 30 percent of mothers and daughters-in-law reported tight-knit relationships with little or no conflict. The other whopping 70 percent fell into the categories of cordial, obligatory, and even estranged.

6. A little statement about how things no longer have to be that way  

Does it have to be that way? Absolutely not!

7. A box with something in it that tells how your book is going to provide the answers to this problem  

8. A couple of sentences––a continuation of something from your intro or book’s back cover.  

Sally knew she needed to take matters into her own hands and change the dynamic with her MIL for the better, or risk her relationship with her husband. So she started jotting down every bothersome incident, misunderstanding, and irritating encounter and created a rule and a solution for each and every one of them.

9. A couple of quotes from you, about why you wrote this book, and a teaser of what is included inside––written in the third person ?

“Although my own relationship with my mother-in-law got off to a rocky start,” says Sally, “by implementing the coping strategies I devised and then outlined in The Daughter-in-Law Rules, we now enjoy a special bond.” The Daughter-in-Law Rules covers everything from everyday household matters to unwanted advice on childrearing. It is chockfull of real-life situations and scenarios and how to deal with them all with grace and humor. “The point of The Daughter-in-Law Rules is to help you stay one step ahead of your mother-in-law,” says Sally. With a little effort and patience, every wife will be able to coexist peacefully with her “MIL!”  

10. Some sample questions that the media might ask you about your topic  

Sample Questions: Why did you write this book? What is the philosophy behind the Daughter-in-Law Rules? What are some benefits to adopting this strategy? Tell us more about how you can make friends with your mother-in-law!  What are the most common mistakes that daughters-in-law make? Can you give us some tips on handling domestic matters? How about holiday time? Are there strategies that will eliminate arguments with your husband in regard to his mother? How about when you’re expecting a baby or have a toddler? Does the book focus on a DIL becoming subservient? What about women who already have a good relationship with their MIL? How can we get a copy of The Daughter-in-Law Rules?   

11. Your availability and contact info  

Availability: Nationwide via telephone To schedule an interview or get more info call (718) 543-5524 or visit TheDILRules.com

12. Your ISBN, Trim size of your book, Price of your book, Publisher info (address, website and phone #)  

ISBN: 978-1-4327-1837-4    Format comes in 5x8 and 4x6 paperback    SRP $12.95 & $9.95
Safflower Publishing, Inc.    324 W. 263rd St, Bronx, NY 10471 www.theDILRules.com     (718) 543-5524

13. Three #’s signs  

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Write Your Own Press Release  

1. Your Hook

2. A little subheading in italics that states how you will solve a problem, and how your topic is so timely and hot!  Give yourself a little title like, “The In-Law Expert!”

?3. The date, and the publishing company’s announcement of your new book, stating you as the author  

4. A little excerpt from your book – maybe something from your intro, or the back cover

5. A short paragraph that lists some statistics regarding your topic – be relatable  

6. A little statement about how things no longer have to be that way ?

7. box with something in it that tells how your book is going to provide the answers to this problem  

8. A couple of sentences – a continuation of something from your intro or book’s back cover.

9. A couple of quotes from you, about why you wrote this book, and a teaser of what is included inside  - written in the third person  

10. Some sample questions that the media might ask you about your topic  

11. Your availability and contact info

12. Your ISBN, Trim size of your book, Price of your book, Publisher info (address, website and phone #)  

13. Three #’s signs

What will this all end up looking like?  Format like so:  
Click here to download the PDF version of this sample press release