7 public relations secrets that get your book noticed
Sankofa Literary Society Posting Home
by Pam Lontos
Publicity can come from anywhere, and in many different
forms. It can be as simple as having a letter published in the
editorial column of your local paper, or as dynamic as having a front-
page article with your name splashed across the headlines. But a
successful publicity campaign is harder than you may think. It takes
huge effort on your part to get your book noticed by the media.
So why bother? Is publicity really that important? Yes,
yes...a thousand times, yes! The effectiveness of your publicity
campaign will ultimately determine the success of your book. Publicity
increases your book sales without the outrageous cost of advertising.
It adds credibility to your message and develops name recognition in
your field. Essentially, publicity makes you stand out, above all the
other authors, to the book buying public.
Now you don't have to be a public relations expert to
maximize the results of your publicity campaign. Use the following
trade secrets to increase your visibility and sell more books:
1. Get to Know Your Audience
According to a survey conducted by Jericho
Communications, the typical Fortune 1000 CEO is more likely to have
watched The Simpsons than to have watched all three presidential
debates. So what does this mean for your publicity? Simple, it means
that you can't make assumptions about your audience.
Understanding your audience and what appeals to them is
important if you want to get noticed. Keep in mind that you have a
variety of different tastes that go beyond your work, and so does
everyone else. Figure out what magazines your audience reads and what
shows they watch, then you read and watch the same things.
2. Create News
By familiarizing yourself with popular publications
within your audience, you should gain an understanding of what issues
are important to them and what interests them. Understand what they
find newsworthy, and develop your publicity around these issues. Tie
your topic to current events and target your audience directly when
you pitch stories.
For example, if your book is about home organization,
you can reach a business audience for "Clean Off Your Desk Day." Or if
you wrote about time management in the workplace, you can reach an at-
home audience with an article on how to tackle the home improvements
you started, but never completed. Don't be afraid to stretch the
boundaries of your topic. And remember, create news that interests
your audience, not that interests you.
3. Send Press Releases
Press releases are the easiest and quickest ways to
advertise to a large audience, and they inform the media that you have
something to offer. Press releases are also a good method for getting
your book reviewed in publications. Watch the breaking news and if
something ties to your topic, send a press release to the newspapers,
radio and television shows, and magazines offering your take as an
expert to interview about the situation.
Give your press releases a professional look by using a
letterhead. Keep them short (two pages maximum), and double space if
possible. Direct it to a specific reporter or editor to make sure it
doesn't get lost in the stacks, and always use a slant aimed at the
publication's or show's audience. And perhaps most important, don't
forget your contact information.
4. Develop a Winning Media Kit
As you approach the different media outlets, you'll need to send them
a media kit. Think of your media kit as your resume; it tells the
media professionals about you and your book. A professional media kit
should include your short bio, a summary of your topic, and your
contact information. Also include sample questions about your topic
that the writer or host can use during the interview. Put all this
information together in a professional folder, and present it to media
professionals before interviews.
5. Solve Your Contact's Problems
When it comes to stories, each reporter and producer has
a unique personality and unique needs. If you can figure out what they
want, you make their job much easier. And when you make a media
professional's job easier, they will come back to you for more quotes
and more interviews. So ask them what other stories they're working
on, and for what other publications they write. Ask how you can help
them and what other topics they'd like to see. Let the reporter,
editor, or producer know that you care about their stories and their
audience because in the end, you'll both look good.
Establish working relationships with media professionals
and develop a strong contact for increased publicity. Learn everything
you can about the show or publication, and about their competition, so
you can really make them shine.
6. Give a Great Interview
Do you know what it's like to talk to a boring person?
They drone on for hours about topics that don't interest you and all
you can think about is getting rid of them. Keep this in mind when you
talk to the media, because if you're boring, they won't want to talk
with you ever again. But if you have energy and keep your responses on
the topic, you'll keep the media professionals interested.
Before the interview, take time to prepare three to five
main points you'd like to cover. Then if the conversation goes astray,
you can revert back to these points with ease. Also, don't be pushy
about what you want. They may or may not have room in their story to
mention your book. But if you ask nicely, you'll have a better chance
of getting it mentioned.
7. Follow-up
Once you've established contact with media
professionals, maintain the relationships and follow-up for more
exposure. Avoid nagging with "did you decide yet" calls, but do ask
when the article will be published or when the show will air. Maybe
you can offer a new bit of information in your follow-up call. And
remember to reintroduce yourself, because reporters and producers talk
to many different people every day.
Another important aspect of follow-up and common
courtesy is a thank you note. These added touches of consideration let
the media professionals know that you appreciate them and make them
want to work with you again in the future.
Use the Public Relations Secrets to Success
A successful publicity campaign is hard work, but it
doesn't have to be excruciating. When you understand your readers and
their interests, then target the publications and shows with a slant
directed to the needs of their audience, you position yourself for
maximum exposure. By using a professional approach and media kit, the
media will take notice. Develop strong working relationships with
media professionals, and you will get more quotes and interviews. Give
a great interview, then follow-up with the reporter or producer to
show your enthusiasm.
Publicity is the key to increased book sales. Now you don't have to be
a public relations pro to make the most of your media exposure. With
these seven secrets, you can maximize your public relations success
and secure a spot on the bestsellers list for your book.
Pam Lontos is owner of PR/PR, a public relations firm that specializes
in professional speakers and authors. Having been an author, speaker,
and former VP of Disney's Shamrock Broadcasting, she knows the ropes
of getting good you publicity and how to use it to really boost your
bookings or book sales. Call for a free consultation at (407)
299-6128. www.prpr.net.