Book Launch Press Release: What to Include, Timing and Template
What authors and self-publishers should include in a book launch press release, when to pitch reviewers and local media, and a fill-in template.
A book launch press release works when it gives a journalist, reviewer or bookseller one clear reason to care about this book now, plus every practical detail they need to write about it, book an event or order copies. This guide covers what to include, a realistic timeline that starts months before publication, how trade reviewers like Kirkus and Publishers Weekly handle submissions, how to win local media, and a fill-in template for traditionally published and self-published authors.
Key Takeaways
- Lead with the hook, not the plot summary. Why does this book matter to readers right now, and why are you the person to write it?
- Include the bibliographic essentials every time: title, author, publisher or imprint, publication date, format, page count, price, ISBN and where to buy.
- Trade review outlets work months ahead. Kirkus asks publishers for books at least four to five months before publication; Publishers Weekly asks for three months, preferably four.
- Self-published authors use separate routes, such as Kirkus Indie and BookLife, some of which are paid.
- Local media, libraries and indie bookstores are usually the most winnable coverage for a first-time author. Pitch them personally.
Do Authors Still Need a Book Launch Press Release?
A press release alone will not make a book a bestseller. What it does well is give everyone involved in your launch the same accurate, quotable information: local reporters, podcast hosts, bloggers, librarians, bookstore event coordinators and your own alumni magazine. It also lives on your author website as the official announcement and press page.
Think of it as the anchor document for your launch. Your personal pitches, social posts and media kit all draw from it. If you are new to the format, our guide on how to write a press release covers the basic structure; this article focuses on what is specific to books.
What to Include in a Book Press Release
Book editors and reviewers expect certain details. Missing them makes you look inexperienced and makes their job harder.
| Element | What to write | Tip |
|---|---|---|
| Headline | The news plus the hook | Not just the title. “Former ER nurse’s debut thriller explores…” beats “Author releases new book” |
| Subheadline | One supporting detail | Publication date, an endorsement or a timely tie-in |
| Dateline and opening paragraph | City, date, who, what, when, why it matters | Answer “why should readers care?” in the first two sentences |
| Book description | Short, compelling summary | Two short paragraphs at most. No spoilers for fiction |
| Author quote | Why you wrote it, what readers will get | Sound like a human, not jacket copy |
| Endorsements or early praise | Blurbs or review excerpts, if you have them | Only use quotes you have permission to use |
| Author bio | Credentials relevant to the book, location | Local roots matter for local media |
| Events | Launch party, readings, signings | Date, time, venue, address, whether free or ticketed |
| Book details block | Title, subtitle, author, publisher/imprint, pub date, formats, pages, price, ISBN(s) | Put it in a clean list near the end |
| Availability | Where to buy or request it | Include indie bookstores and library availability, not only online retailers |
| Media contact | Name, email, phone | Plus a link to images and a review copy request |
Finding the hook
Plot alone is rarely news. These angles work better:
- Expertise: A retired firefighter writing about wildfire safety, a pediatric nurse writing a picture book about hospital visits.
- Timeliness: The book connects to an anniversary, a season, a trend or a current debate.
- Local connection: Set in your town, researched in local archives, written by a longtime resident.
- Personal story: A debut after decades of rejection letters, a book written to honor a family member, a career change.
- Useful answers: For nonfiction, the problem it solves and a few surprising takeaways reporters can quote.
Our guide to writing press release headlines has formulas you can adapt for the hook.
A Book Launch PR Timeline
Start earlier than you think. Trade reviewers and long-lead magazines work months ahead, while local media and podcasts need weeks. This timeline counts back from publication day.
| When | What to do |
|---|---|
| 5-6 months before | Finalize advance reader copies (galleys or digital ARCs). Check trade review submission guidelines and deadlines. Build your media list. |
| 4-5 months before | Submit to trade review outlets that fit your book and publishing route. Request blurbs from authors or experts. |
| 3 months before | Pitch long-lead outlets and podcasts that book guests months out. Contact local libraries and indie bookstores about events. |
| 6-8 weeks before | Write and finalize the press release. Build the online press kit. Send review copies to bloggers and reviewers who agreed to read. |
| 3-4 weeks before | Pitch local newspapers, TV and radio, alumni magazines and community newsletters, with event details. |
| Launch week | Send the press release. Follow up with warm contacts. Post on your site and social channels. Hold the launch event. |
| 1-3 months after | Pitch follow-up angles: book club guide, related news, awards, speaking events, holiday gift lists. |
Trade Reviews: Kirkus, Publishers Weekly and BookLife
Trade reviews influence booksellers and librarians, and their submission rules are strict about timing. Always check each outlet’s current guidelines before you send anything; they change.
Kirkus Reviews
Kirkus’s publisher submission guidelines ask for titles at least four to five months before publication, and note that reviews usually appear two to three months before the publication date. Self-published titles are not considered through that traditional program; Kirkus directs them to Kirkus Indie, its separate paid review service.
Publishers Weekly
Publishers Weekly’s submission guidelines ask for general adult titles three months, preferably four, before the first day of the month of publication, with at least four months for children’s books. Self-published authors are directed to submit through BookLife, PW’s platform for indie authors.
BookLife
According to BookLife’s review submission page, indie authors can submit for Publishers Weekly review consideration for a $25 fee, which does not guarantee a review, or buy a guaranteed BookLife Review for $399. Prices and terms can change, so confirm them before you pay.
Should you pay for a review?
Paid reviews are not endorsements. You get a professional assessment that may be positive, mixed or negative. Some authors find a strong paid review useful for marketing copy and library pitches; others prefer to spend the money on review copies and events. Decide based on your budget and goals, and never present a paid review as anything other than what it is.
How to Win Local Media Coverage
For most authors, especially debut and self-published writers, local outlets are where coverage actually happens. Local editors look for people and stories from their community.
- List every local outlet. Daily and weekly papers, city magazines, local TV morning shows, public radio, neighborhood blogs, community newsletters, your college and high school alumni publications.
- Find the right person. Arts and books editors, features editors or community news reporters. Check recent stories to see who covers local authors.
- Write a short, personal pitch. Three to five sentences on the local angle, the event and an offer of a review copy or interview. Attach or link the press release.
- Lead with the event. Calendar editors need date, time, location and whether it is free. Event listings are often the easiest coverage to get.
- Follow up once. A polite note about a week later is fine. Then move on.
Libraries and bookstores
Librarians and independent booksellers can be strong allies. Approach them like partners, not media outlets: introduce the book, explain why it fits their readers, offer a talk or reading, and make ordering easy by sharing the ISBN and distribution details. Many libraries host local author events; ask what their process is.
If you want to see how other announcements are framed, browse our press release examples.
Podcasts, newsletters and book bloggers
Niche podcasts and newsletters often reach exactly the readers you want. A cozy mystery fits a mystery-fan podcast; a book on small-farm finances fits an agriculture newsletter. Listen to or read a few recent episodes or issues first, then pitch a specific conversation topic rather than “my book.” Hosts book guests weeks or months ahead, so contact them around the three-month mark. Book bloggers and reviewers on social platforms usually post their review policies; follow them exactly, and remember that anyone who gets a free copy should disclose it when they post.
Book Launch Press Release Template
Copy this template, replace the brackets and cut anything that does not apply. The details below are placeholders.
FOR IMMEDIATE RELEASE
[Headline: Hook + book + author, e.g., “Retired [City] Teacher’s Debut Mystery Turns a Small-Town Library Into a Crime Scene”]
[Subheadline: Publication date, event or notable endorsement]
[CITY, State] – [Date] – [Author name], a [relevant credential or local connection], will publish [Book Title] ([Publisher/Imprint], [Publication date]), a [genre/category] about [one-sentence premise]. [One sentence on why it matters to readers now.]
[Short paragraph describing the book: setting, central question or problem, what readers will feel or learn. No spoilers.]
“[Author quote on why they wrote the book and what they hope readers take away],” said [Author last name].
[Optional: early praise. “[Quote],” said [Name, credential].]
[Author last name] will celebrate the launch at [venue] on [date] at [time]. The event is [free/ticketed] and open to the public. [Signing, reading, Q&A details.]
About the author: [Two to three sentences: credentials, previous work, where they live.]
Book details:
- Title: [Title: Subtitle]
- Author: [Name]
- Publisher: [Publisher/Imprint]
- Publication date: [Date]
- Formats and prices: [Hardcover $X / Paperback $X / Ebook $X / Audiobook $X]
- Pages: [Number]
- ISBN: [Hardcover ISBN] / [Paperback ISBN] / [Ebook ISBN]
- Available from: [Indie bookstores, online retailers, libraries]
Media contact: [Name], [email], [phone]. Review copies, author photos and cover images available at [press kit link].
###
Build a Simple Online Press Kit
Put everything a journalist needs on one page of your author website:
- The press release, as text on the page and as a downloadable file.
- High-resolution cover image and two author photos (one portrait, one horizontal), with photographer credit.
- Short and long author bios.
- A one-paragraph book description.
- Suggested interview questions and talking points.
- An excerpt, if your publisher allows it.
- Upcoming events and a contact form or email for review copy requests.
Mistakes That Sink Book Publicity
- Pitching after publication only. Most trade reviewers and long-lead outlets will have missed their window.
- Mass-emailing national outlets. A personal pitch to 30 relevant contacts beats a blast to 3,000.
- Burying the details. Missing ISBN, date or price means a librarian or bookseller cannot act.
- Overselling. Calling your book “the next bestseller” or “a must-read for everyone” undermines credibility. Let reviews and endorsements do that work.
- Ignoring the follow-up window. Holidays, anniversaries and news hooks give you reasons to pitch again for months.
Frequently Asked Questions
When should I send my book launch press release?
Send the finished release to local and general media in launch week, with targeted pitches three to four weeks earlier. Trade review submissions happen much earlier, often four to five months ahead, using galleys or digital review copies.
Can self-published authors get reviewed by Kirkus or Publishers Weekly?
Through separate routes. Kirkus directs self-published titles to Kirkus Indie, a paid service. Publishers Weekly directs self-published authors to BookLife, where a submission for PW review consideration carries a fee and a guaranteed BookLife Review costs more. Check current terms on each site.
How long should a book press release be?
Usually 400 to 600 words, or about one page plus the book details block. Reporters skim, so put the hook and key facts first.
Should I include the ISBN in my press release?
Yes. Booksellers and librarians use the ISBN to look up and order the book. List the ISBN for each format.
What if my book publishes on a busy news day?
You cannot control news cycles. Focus on local outlets, events and follow-up angles over the following weeks, which are less sensitive to a single crowded day.
Do I need a publicist?
Not necessarily. Many authors run successful local launches themselves. A book publicist can help with national media, larger tours and established contacts if your budget allows.
Start Your Launch Calendar Today
Write your publication date at the top of a page and count back five months. Mark your trade review deadlines, your local media pitch dates and your launch event. Then draft the release using the template above while you still have time to collect blurbs. Authors who plan their publicity on that calendar give their book a far better chance of reaching readers than those who start on launch day.
