How to Make a Press Kit for a Book

Any author who studies the marketplace knows that the competition for space is fiercer than ever, and that no publisher--no matter how deeply pocketed--can be counted on to do everything. Without promotion, no book has a prayer of selling well, let alone recouping its production costs. One of the first steps is creating a press kit that makes a compelling case for your book, and better yet, convinces someone to review or write about it. The good news is, with a little creativity, it is less intimidating than you might think to achieve that outcome.

Things You'll Need

• Author's biography
• Author interview
• Book blurbs
• Book synopsis
• Copy of your book
• Folder with pockets
• Frequently Asked Questions handout
• Online press kit
• Quotes and reviews of your work
• Sample chapters

Instructions

Assemble the Main Ingredients

1. Assemble the main ingredients, starting with a one-page biography of yourself and a synopsis outlining what your book is about. These will like determine if your book gets any coverage at all, since many overwhelmed editors and reporters will make that decision after mere seconds of skimming. Showing that you understand those needs will likely boost the odds in your favor.

2. Save additional time with a one-page "Frequently Asked Questions" handout. This is the place for unusual trivia that has no business elsewhere, such as the unusual difficulties of tracking down particular subjects for a music biography, or highlights of that extended New Orleans trip to research your Victorian detective novel.

3. Include a cross-section of quotes and reviews, which lends credibility by showing that other people are interested. This is where blurbs--those one- to three-sentence summaries that appear on the covers of books--come in handy, for the same reason. Ask writers whom you know to contribute some blurbs to put your book in the best possible light.

4. Make sure your materials combine to further the angle you want the media to write about. For example, if your book is a self-help venture, include brief stories of how your program has benefited other people. Conversely, if you are a music journalist, a summary of previous media appearances--or other places where your expertise has been called upon--may be invaluable in piquing interest.

5. Always send copies of your book. Even if the reporter has little or no time to read it, a quick skim, coupled with the effort you invested in your press kit, should offer enough material to write something. If review copies are still in production, send some photocopied sample chapters that can stand on their own merits.

Work the Right Media

1. Finding the right person to pitch is half the battle in any promotional effort. Call or email ahead to confirm the relevant contact person--sending press kits to a former reporter or editor risks leaving them to sit untouched on someone else's desk, and dooms your cause before you get started.

2. Include a four- to five-paragraph cover letter detailing the "5 W's and 1H," journalism shorthand for "who, what, where, when, why and how." Your press kit should include all these elements, but do not assume that a time-starved journalist will rummage to find them. A little extra reinforcement never hurts, which is why the cover letter is necessary.

3. Make yourself stand out above the pack. Your goal should be to inject a little bit of creativity without sinking into gimmickry. Thus, funny-colored fonts are no-nos for a press release, but sticking your materials into a brightly-colored folder--beyond the standard black or light shade--may well relieve an editor's tired eyes and tip the scales toward you.

4. Keep a keen eye on costs. Review copies of books can normally be sent at media mail rates, which are cheaper than first-class or Priority Mail, but you will only get a finite number to send. Choose your outlets with care, because those copies run out faster than you can imagine, leaving you to buy additional ones at an author's discount.

Tips & Warnings

• If you are unsure that a certain publication is a good fit, check ahead of time by email or introductory postcard. This kind of initiative spares the cost of sending a review copy that might be better served in more sympathetic hands. Obey the relevant deadline rules for your submission. This ability to "play well with others" goes a long way in determining any future coverage or reviews.

• Allow at least a couple days to pass before following up on your press kit, once you confirm its arrival. This greatly helps reporters and editors in dealing with conflicting multiple deadlines. Avoid overwhelming with information. The "less is more" approach still works best for most needs. The interview, if you land one, is the place for filling in the appropriate conversational blanks.

Resources

• Building A Successful Press Kit
• Fatten Your Press Kit
• How To Create A Press Kit
• Presskits For Authors