Get the word out. That's step one of being noticed, or having your event noticed, or--even your book sold.

Press releases, or prepared statements written in a professional way that communicate newsworthy information to publishers, are often better received as messages to the public than any kind of advertising--print, television, or internet--ever is. This is because news stories picked up by quality publications are considered more legitimate...and sometimes, rightly so.

The good news is that press releases, with just a little audience savvy, are easy to write and distribute. Just follow the recipe herein, and your words (and event, announcement or promotion) will be in print in no time!

Basic Tips

It's still about the  4 W's and H--what every beginning journalism student is taught--to include the Who, What, When, Where and How of a story. And you've always got to think of your information in the form of a story, too. What will interest readers about your particular event? How can you communicate that in a way to get you noticed by both the editor and those reading any publication your material may appear in?

There is a general formula in writing a press release, and one which the editors of publications expect to see. This form goes as follows:

Logo or letterhead info block

Contact Information: Name, address, phone, and e-mail

The statement, usually in all caps: FOR IMMEDIATE RELEASE, plus the date

Headline of the story, usually in all caps, with an area prefix, like this:
Sedona, AZ--CLASSICAL CONCERT AMID THE REDROCKS TO BENEFIT CHARITY

Body of the story

The use of -MORE- if the text continues on a second page, and the use of #### to signify the end of the press release text.

Besides having something newsworthy to say, professionalism and professional presentation also goes a long way. Part of this is just following the formula and meeting with expectations. Editors are busy people, and the easier you make things on them, the more they appreciate it.

Now, its still being passed on as general advice that you may snail mail, fax or e-mail your press release. However, that advice is nuts. Everything in the periodical world (for the most part--I'm talking about newspapers and magazines, not esoteric literary journals) runs on e-mail. Forget hard copies that will induce some clerk to have to type them up (if such people still have jobs...often unlikely in today's newspaper and magazine world).

Photos and Attachments

Another good practice is to include a few photographs with your text. Don't go overboard. Too many photos fills up people's e-mail box allotments and become an annoyance. Including 2-3 photos so that the editor has a choice of images is ideal. Write a descriptive cut line or caption identifying the people in the photo, or describing the situation, too.

Which brings us to another point. Some professionals, citing convenience for editors, such as I have hinted at above, believe it is wise to include the press release text within the body of your e-mail communication to the editor. I personally don't agree with this. Why? One reason is that it is too easy for your message to be distorted. You don't know what kind of tech situation the editor deals with (could be all e-mails are converted to plain text, in example). So, attach your press release as a word document, along with the photos.

Do write a personable note in your e-mail, even if you are targeting a big list of editors. Friendliness always seems to pay off, even in written communication. Explain in your note what you are presenting (it needn't be in detail), and identify your photos. Here, include your cut lines or captions, like so:

IMG08-A: Sedona Symphony cellist Sandy Hills has performed in desert communities throughout Arizona and California. (haha...bad joke.)

This seems to work well. The editor can then choose to use your blurb, or write one of their own, depending on what they want to do.

Always end your e-mail solicitation by telling the person addressed that you may be reached if they have any additional information or questions. Often, press releases are published as is, or edited a bit to match the publications style, or to change the information if the editor is aware that this will be appearing elsewhere. There is always the chance, however, that a magazine or newspaper--or even a website publication--will want to send a writer or photographer of their own to cover the event...or talk up your book, what have you. This is where contact information is crucial.

And that, in a nutshell, is all there is to it.

Traditional publications with names, of course, carry more clout than many web entities, although this is changing fast (and especially as more 'mainstream' publications also take their business to the net). Although you should compile a list of publications with the e-mail addresses of editors or reporters you want to target directly, an internet PR distribution service can also enhance your visibility. These can be purchased services, or there are sites that will help you launch your press release for free. The following is a great article to help with that...and contains a compilation of valuable links to free services:

http://mashable.com/2007/10/20/press-releases/

Good luck with your gig!