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The timing of news release actions initially depend on when the books are actually available so you can provide them to the interested media. You can provide galleys, advance review copies, finished books, or new editions.

For your normal book publicity campaign cycle there are five major periods of opportunities:

1. Pre-publication reviews (one dozen galleys needed) - four to six months before book publication.

2. Magazines (100 to 300 advance review copies needed - four to six months before media and book publication) for reviews and feature stories.

3. Publication Announcement Releases - (magazines, daily & weekly newspapers, news services & syndicates) for reviews and feature stories.

4. Post Publication Publicity (all the above plus radio & TV) - more reviews, interviews, and feature stories.

5. Event publicity (newspapers, radio and TV, anytime any place, 20 days lead time needed). Awards, book signings, speaking engagements, workshops, and community activities.

No matter what you do, you should not do publicity unless the business system is in place which allows you to generate income from these activities. Without it being in place, publicity can't bring you any income, since no one can buy books.

Book publicity per se is one way to go when sending out news releases. The other way to build and implement a publicity plan is to work on personal branding and expert or human interest articles. Here the individual product doesn't matter.

Your goal is receive coverage that demonstrates your expertise in a way that results in people wanting everything you offer, no matter what it is. This can be done anytime.

No matter what sort of "news release you choose", remember that you have to provide what media want the most, which is a proper answer to the question, "What's in it for my audience".

Copyright © - Paul J. Krupin. Paul J. Krupin, is President of Direct Contact PR and author of the book, "Trash Proof News Releases." He is a long time PR Guru who has developed sure-fire proven strategies for getting publicity. www.DirectContactPR.com, The Right Markets, The Right Message, The Right Media.

BONUS TIP (from Jeniffer Thompson, Monkey C Media, www.MonkeycMedia.com)

Do you take advantage of press releases? Many people overlook the power of the press release. If you write a great release announcing your book or a new direction you are heading in, and if it's positioned properly, chances are good that a reporter will pick it up and run a story on you.

Did you know that the media finds a large percentage of their story ideas on the Net? So, next time you release something newsworthy, submit it to online Press Release databases like these ones:

http://www.Free-Press-Release-Center.info
http://www.PRWeb.com
http://www.PRLeap.com

Here's the really cool part - this will help your link popularity and when you submit to Free Press Release Center (they allow you to also supply some keywords for your press release) you will be driving traffic back to your site and increasing your page ranking. When the page for that press release is viewed by someone, including the search engines, the keywords will be used to create links within your press release back to your website.

You might also consider upgrading your account with companies like FPRC so that your press release remains in their system forever; always working for you.

As you write your press release, remember to optimize it for the keywords that are important for your site, book or company. Translation: when someone searches for information in your industry, your press release will be seen as relevant by the search engines.