An Indie Author’s Guide to Press Releases

You’ve written the book. You’ve polished your blurb. You might even have your launch plan sketched out. So now what? If you’re wondering whether a press release should be part of your indie author marketing strategy, you’re in the right place.

Press releases have been around longer than eBook promotions and TikTok dances—but that doesn’t mean they’re obsolete. Used strategically, a press release can help you amplify your book launch, build your author brand, and maybe even land a spot in the local paper (hi, Mom!).

But let’s pause here for a reality check: not every author needs a press release. If your goal is to quietly publish your novel for your mailing list or personal satisfaction, and you have no plans to seek media coverage, enter awards, or attend festivals or author events—then a press release might not be worth your time. However, if you’re looking to gain credibility, broaden your audience, or pursue publicity opportunities, a press release can be a powerful (and professional) tool in your author toolkit.

Here’s everything you need to know about press releases as an indie author—what they are, when to send them, and how to make yours worth reading.

What is a press release, exactly?

A press release is a short, official announcement sent to the media. Its job? To inform journalists and publications (this can also mean bloggers and influencers) of something newsworthy, like the launch of your debut novel, a new boxed set (ahem), or hitting a bestseller list.

Think of it as a formal introduction between your book and the world. It’s not meant to sell copies directly—it’s meant to generate buzz, visibility, and potential media coverage.

That said, press releases can also serve multiple behind-the-scenes purposes:

• They act as social proof when shared on your website or in a media kit.
• They can be useful collateral for submissions to book festivals, awards, or speaking engagements.
• They help you refine your messaging, which can then inform how you write about your book elsewhere (your bio, your pitch, even your Amazon description).

📝 Key takeaway: A press release is not a sales pitch. It’s a news announcement with a marketing twist.

When should indie authors use a press release?

Not every book needs a press release. In fact, it’s more of a cherry-on-top strategy—most useful when there’s a compelling hook.

🎯 Press releases work best when…

• You’re launching your first book and want to introduce yourself to local or niche media.
• You’re publishing a book with regional, timely, or cultural relevance. (For example: If your novel is set in Charleston and is releasing during a local literary festival, tie it in. Writing about a real historical event? Consider coordinating with the anniversary [e.g., the centennial of a battle or a key civil rights milestone]. Publishing a story that aligns with Pride Month, Black History Month, or Women’s History Month? That’s your hook.)
• You’ve hit a major milestone (award, bestseller list, film option, etc.).
• You’re planning a big event like a signing, reading, or charity tie-in.
• You’re releasing a new installment in a beloved series and want to let your readers—and the media—know it’s finally here.
• You’re a nonfiction author looking to position yourself as an expert, keynote speaker, or media commentator on a specific topic.

If your other book marketing tactics are the engine that drives downloads and sales, a press release is like the windshield banner. It doesn’t power the car—but it helps people see it coming.

What should your press release include?

A great press release answers the big five: Who, What, When, Where, and Why. And it does it fast. Media professionals juggle a lot, so your job is to make their job easier by being clear, helpful, and to the point.

📋 Your press release should include:

• A headline that grabs attention (but no clickbait, please).
  Example: “Local Author Launches Timely Thriller on Climate Change and Corporate Greed”
• A subheading with a bit more context.
  Example: “Debut novel ‘Green Collapse’ explores eco-terrorism, family secrets, and the power of protest.”
• A dateline with city and release date.
  Example: Raleigh, NC – July 1, 2025
• A first paragraph that covers the essentials (book title, author, launch date, genre).
  Example: “Raleigh-based author Jane Meadows will release her debut novel ‘Green Collapse’ on July 1, a gripping eco-thriller set in a near-future Appalachia.”
• A quote from you—add a human touch and share what the book means to you.
  Example: “This story has been living in my mind for years,” says Meadows. “It’s my love letter to the mountains—and a warning about what happens when we don’t listen to nature.”
• A short author bio with relevant credentials or fun facts.
  Example: “Jane Meadows is an environmental journalist whose work has appeared in Sierra Magazine and The Guardian. She lives in North Carolina with two cats and twenty houseplants.”
• A snippet from a review or endorsement, if available.
  Example: “‘A chilling, compulsive debut. Meadows knows how to keep you turning pages.’ – IndieReader”
• Contact information: Email, website, and/or social handles.
• Helpful links to your book, author site, or downloadable media kit.

Bonus tip: Put your press release on your website as a downloadable PDF or media page. It’s a great resource for bloggers, podcasters, and event organizers—and it makes you look seriously professional.

Optional but nice: a professional-looking author photo or book cover image.

Where do you send a press release?

Great question. You’re not sending it to everyone—you’re sending it to the people most likely to care.

📬 Here’s where to send your press release:

• Local newspapers or news websites
• Local TV or radio stations (especially if you’re doing an event)
• Book bloggers and genre-specific outlets
• Indie bookstore newsletters
• Niche publications related to your book’s theme
• Your email list—your audience is invested in your journey, and a press release can make your launch feel official and exciting
• Awards, book festivals, or submission-based opportunities (include it with your materials!)
• Your website, especially on your Press or Media Kit page

A good strategy is to make a media list before your release. Start small, build relationships, and tailor your emails. A personal note goes a long way in a sea of generic pitches.

Should I pay to distribute it?

Let’s be honest: for most indie authors, paid press release distribution is rarely worth it.

Some services will send your release to thousands of outlets for a fee, but mass distribution doesn’t guarantee coverage, clicks, or engagement. In most cases, unless you’re working with a professional publicist who’s actively pitching outlets on your behalf, it’s better to skip paid distribution altogether.

💸 Pro tip: Focus your energy on pitching a short, personalized version of your press release to a curated list of relevant media contacts. The quality of your outreach will almost always beat the quantity.

Press releases in the wild: What success looks like

We’ve seen authors use press releases to:

• Get featured in their hometown paper
• Book a spot on local morning shows
• Draw a crowd to a book signing
• Secure interviews on niche podcasts
• Strengthen their author website with polished press materials
• Submit stronger entries to book awards and festival applications

Even if it doesn’t lead to direct media coverage, a well-written press release can help you define your story, stand out as a professional, and build long-term credibility.

The TL;DR

📢 Press releases can help indie authors amplify visibility, especially when there’s a good story to tell. They won’t replace your email promotions or paid advertising, but they can add an extra layer of polish and professionalism to your launch.

So if your book has a newsworthy hook and you’ve got the time to write one, press pause on the impostor syndrome and start typing. You’ve got a story to share—and it’s worth talking about.

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