PR Part III: Release the Press Release!

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For authors seeking that elusive “best-seller” status, self-promotion can be your best tool for generating internet traffic and increasing book sales.

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Of all the self-promotion options available to independent authors, distributing press releases is probably the most overlooked and affordable method. This is unfortunate because it can be highly effective – especially if your press release is picked up by a major news outlet, journal or magazine. It could even launch you to stardom.

With all of this said, you are just wasting your time if only launch a press release into the deep space of the internet and hope someone notices. It’s up to you to make sure people are aware it’s out there. So, put it to work on your author platform and start getting some of that sweet, sweet internet love.

Search Engine Optimization (SEO)

SEO is a technical term for getting the most from what you put out on the internet. The technicalities are for the engineers to understand. For us, let’s think of it as executing a social media blitz, which sounds much more glamorous.

You may think this is complicated, but it’s easier than you think. First, post the news on your web site, then link to it from everywhere. The more back-links that point to your press release, the more value search engines assign to it. This means you show up higher on the search results page.

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Here’s what to do:

  • Tweet your news with a link to the announcement on your web site (and have friends and family retweet it)
  • Post your news with a link to the announcement on Facebook, Twitter, Pinterest, Google+ (very important for SEO), and everywhere else your audience may be found.
  • Create and post a video on YouTube, with you talking about the announcement and link back to the press release.
  • Embed the YouTube video into a blog post and link back to the announcement pages on other social networks such as Reddit, Digg and StumbleUpon.

The combined effect of this promotion will be a four to five times increase in interest and traffic to your site  – thanks to the improved search engine rankings of your press release and author news.

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As an independently published author, it’s up to you to get the word out about your work. If you lay the groundwork ahead of time, you will be ready for the attention. As a reminder, when your press release gets picked up by a local, state, or national publication, launch a new social media blitz announcing the announcement.

Complete Press Release Series

PR Part I: Ready, Set, Press Release!
PR Part II: Write the Best Press Release – EVER!
PR Part III: Release the Press Release!

2 thoughts on “PR Part III: Release the Press Release!”

  1. Dear Lulu;
    I have Started a Website or blog at, where we can reach prospective customers and sell our products in addition to the Lulu market place.
    It would be appreciable if I could use Lulu’s customs “Add to Cart” or “Buy Now” buttons, which can be accessed from the My Projects page. Could you please, fix all this at your side?
    All the best

  2. Hello Moges
    The “Buy Now” buttons work, on blog sites, but you must embed the code on the page. Do you have an edit button that looks like this <>? If so, click it and paste the embed code into the field.

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