The latest book news: a comics journalist’s new memoir is running about a month late; the author of The Salt Path has a new project; and more.

Journalists and media influencers have their own editorial calendars, so sending your book press release at the wrong time can mean that it doesn’t make the cut. To avoid this, research their timelines ahead of time to find out what content they’re working on and when. This could be something as simple as a recent event or milestone (like an award win or a review), or it might be the time of year when they’re working on their annual reading list.

Once you know their timelines, use Prowly’s media database to narrow down your list of potential targets and identify what kind of stories they typically cover. Then, craft your press release with a focus on what’s going to stand out in their feed and make them want to pick up the phone to call you for more info. This can be anything from a controversial statement to emotionally engaging language, and remember to always be brief! Journalists scan press releases, not read them word for word, so brevity is key. Use the inverted pyramid structure, starting with your most important information at the top of the release and adding details and quotes to back up your main point as you move down. Also, don’t forget to include the publication date of your book. It’s one of the most critical pieces of information to include because it gives the media a concrete timeframe to work with when planning their article.