From The Book Designer:
When Champion Products sponsored the Women’s Basketball Coaches Association’s Player of the Year Awards for the NCAA’s five college divisions in the U.S., I was responsible for publicizing the award nominees in their hometown media.
To get the most publicity possible for the authentic athletic wear brand and the athletes, I used what marketers would now call a “hyper-local” approach.
Another publicist probably would have created one press release naming all 25 nominees and sent that announcement to a mass media list. But I knew that with publicity (as with many other things), personalization was the key to success.
I knew I had to make it instantly clear to every hometown media outlet that the press release I sent contained local news for a local audience. To do that, I created a fill-in-the-blanks press release template that I merged with a database containing relevant specifics about each athlete. All I had to do was press a few keys to produce each nominee’s hometown press release.
Because of this customized approach, each nominee (and the subsequent five winners) received the hometown newspaper and TV news attention they deserved.
. . . .
You can use this tactic to generate local market publicity for anyone you quoted or referenced in your nonfiction book, too.
Whether it’s an expert source or a short profile in a sidebar, you can create a press release showcasing that individual’s contribution and send it to their local media outlets.
To get you started, here’s a sample fill-in-the-blanks press release I created for you. Because it’s so generic, you’ll want to make sure your resulting press release for each source reads well and makes sense, but that won’t be hard.
Link to the rest at The Book Designer