When you send out a press release, you are announcing to media outlets that you have something new - and newsworthy to talk about!
There are different approaches you can use to market your book, slants that can be tailored for each audience.
A press release is the bare bones of a news story. A press release is really a two way street. It helps journalists provide new and interesting content and it helps you make you and your book.
If you are sending it to a local newspaper, you would revise it to focus on your background, and ties to the community.
For national outlets, you may want to look for some tie-in to any recent news, holidays, etc. For example, if you have a book about nutrition for kids, you may want to schedule that release to be timed with National Nutrition Month.
What if your book is fiction? You can mention what makes you as a writer unique or your book.
Or you can write your press release as a way of asking journalists to read and review your manuscript. Be prepared to provide a copy free of charge to each one that responds.
To put it lightly, it's a lot of work to create a custom press release (think of it as a resume tailored for each job interview). There are lots of templates available - but how do you write it and how do you get it to people - not just anyone - but the right someone? We can help with that.