Reynolds Dodson is winning the press release war. Y'all know who Reynolds Dodson is, don't you? Why he's the five-time NY Press Award-winning columnist for the Southampton Press. That's okay, if you didn't know who he is, you should soon, because a simple Google search of his latest self-published book A Cockeyed Guide To The Hamptons (which is self-published) turns up dozens of hits. Unfortunately those hits are all briefed by the same opening sentence to the same press release about Dodson's self-published book, which is self-published and available at Amazon.com.
You know what else is self-published? Dodson's press release! "A Cockeyed Guide To The Hamptons Offers Amusing Insight," touts the self-published headline about the self-published book by self-publisher Reynolds Dodson. Who thinks this book offers amusing insight? Self-publisher Reynolds Dodson, that's who. And who knows the amusing qualities of Reynolds Dodson's self-published book better than Reynolds Dodson?
Here's a cockeyed guide to Hamptons literary legitimacy:
1. Self-publish book
2. Draft your own press release
3. Distribute said press release on every free PR/press release wire service and local media looking to fill space
4. Draft press release in a tone that seems to imply you did not draft your own press release.
5. Bank on local media outlets being too lazy to ignore the non-story of your self-published book, or at the very least re-word the press release so it maybe seems as though they put thought into filling their editorial space.
6. Pull up a bar stool at 75 Main, order a martini, and casually drop your self-published success to the bombshell next to you.
7. Rinse and repeat