on The Book Designer:
Authors who are serious about book marketing, promotion, and publicity have a press release that announces their book. This essential media relations and search engine optimization (SEO) tool is a book marketing basic.
Many, however, don’t know how to get the most from this tool that they’ve worked hard to write and perfect.
The primary purpose of your book announcement press release is to help secure book publicity. Definitely use it with that purpose in mind, but don’t stop there. Think bigger.