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Monday, July 30, 2012

Blueprint Of Book Publicity Landscape



Authors often ask me about what they can do to promote their book. The answer can be a long one, for there are scores of useful ways to promote and market a book. Let’s explore what type of media one can pursue and perhaps this will help you understand the many options out there.

Magazines
National
Local
Regional
Industry

Newspapers
National
Local
Community
Ethnic
Syndicated columnists, editors, reporters, reviewers, freelance writers

Other print
Newswires
Newsletters

Television
National
Local
Syndicated
Regional
Talk shows, morning shows, weekend shows, news, magazine format, late-night

Radio
National
Local
Syndicated
Regional
Talk shows, call-ins, news, other formats and demos

Internet
Podcast
Video
Blog – guest
Web sites of news media
Internet radio
Review posting
Bloggers

Social Media
Facebook
Twitter
YouTube
Pinterest
LinkedIn
Bebo
Digg
Del.icio.us

What type of coverage can you generate from the media?
1.      Interview
2.      Book review
3.      Feature story on you
4.      News story that quotes you
5.      Op-ed or by-line piece
6.      Book giveaways
7.      Posting guest content on websites/blogs
8.      Having others write about you on Twitter, Facebook, etc.
9.      Publish a book excerpt
10.  Participate in a panel discussion that is broadcast

There are many ways to mention your book without participating in an interview. For instance, David Letterman had Henry Winkler serve as a judge for a quick talent segment and Winkler got to mention the name of his new book. In other cases, authors can write a letter to the editor on a topic of importance and sign their name as the author of such-and-such book.

It’ll take a big outreach to a wide array of media over many months to generate coverage. Your goal is always to get quality coverage in the most targeted or widely consumed media, but you should never turn down any opportunities. PR depends on a formula of quantity and quality. They do not conflict with one another.

So create your blueprint for media exposure by considering the following:
·         The needs or preferences of the editors and producers of the media outlets
·         Lead time to approach the different media outlets
·         What is new and fresh about you and your book – give your presentation to the media a twist
·         The editorial profile and demographic of the media outlets

Lastly, have fun with this. It can be a lot of work for what can seem like a little reward, but when you break through it’s a great feeling. The book publicity landscape has some rough terrain, and even when you feel lost in the desert, realize that an oasis may rest just beyond the next hill.

Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person.

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