It
takes courage for you to put on the hat of publicist. Welcome to my world of
the past two decades.
I
guess I could have called this the 7 pillars or 10 or 20. The number is not important.
But
I have found there are certain things you will need to address in order to be
successful with your book PR efforts.
Let’s
explore the role in book publicity of:
·
Time
·
Money
·
Connectivity
·
Creativity
·
Attitude
Let
me take you through what I have done, so that you get a sense of where I am
coming from. Always realize that no one is an expert on everything. I know
what I know from experience, observation, what I have read, and what others
have told me. I also use common sense and a vivid imagination.
I
have had the opportunity to work with over 1,000 authors and have learned that
a lot of them follow certain patterns of thought and action.
My
goal is to help you see that book publicity is achievable, is necessary, and
that you can play a big role in this area. I understand it is not easy nor even
something authors want to be involved with.
Of
course you would rather spend your time writing.
That
is your gift, your passion, your purpose. No one is born destined to be a
promoter.
But
your books need attention in order for your writing career to continue – and
thrive.
I
spend a lot of time blogging about book publicity and marketing, not only
because I enjoy it, but because it is necessary for my career. I have probably
written the equivalent of three books over the past two years on my blog -- http://www.bookmarketingbuzzblog.blogspot.com.
The
key is to find a balance in your life, with your writing and with your PR. Both
are vital to your success.
This
week we are running a five-part series and today’s post features the first
pillar.
PILLAR
ONE: TIME & BOOK PUBLICITY
PR
can be time-consuming. It is not always immediate that you see your time
investment pay off.
You
have a lot to do. You need to research and build your media lists. You need the
right media outlets and to find the right people at them. You have to spend
time tracking them down and reaching out to them. You need to do follow-ups. You
are crafting and rewriting pitches, both verbal and printed. You are creating
and updating a web site.
Then
there is social media and blogging.
Plus
you have the rest of your life and your writing to tend to.
You
may feel overwhelmed, but don’t just talk or think about it – get it done!
Think
it through and then convert your thoughts into action.
So
how should you schedule your time?
Set
priorities. Determine what is needed most, what you do best, what you like to
do, and identify what you dislike or are weakest at doing. Break it down into
manageable chunks.
Schedule
your time, but with flexibility. Leave time to strategize, reflect and to think
freely.
Then
leave time to execute.
Determine
what you can delegate. Time is money: What can you outsource?
Create
a timeline of when to start and end your PR campaign. Know what can be done vs
what should be done. And what needs to be done vs. your desire to get it done.
Too
many authors come to me when it is too late to really be effective. If you miss
a deadline or a window of opportunity, just move on. Be timely to capitalize on
your launch date, the news cycle, special dates, trends, anniversaries, or holidays.
You
will need to experiment in your PR – give it time. Diversify your approach and
vary your media pitches. Even try reaching out to the media at various times of
day and different days of the week.
Time,
no doubt is a precious commodity but make sure you leave some for your book
publicity.
How
To Manage Your Time
·
Assess
your true needs.
·
List
your core goals.
·
Examine
how you spend your time.
·
Stop
procrastinating.
·
Don’t
let things bottleneck.
·
Look
for shortcuts.
·
Consider
lowering your standards.
·
Set
time limits for a task.
·
Vary
your tasks throughout the day.
·
Acknowledge
your time-efficiency patterns.
·
Get
more energy by changing your diet, sleep, and exercise.
·
Work
longer days and in smarter ways.
·
Reflect
often on ways to improve.
·
Model
others who manage time well.
·
Cut
down on travel time.
·
Avoid
long lines.
·
Schedule
your days – leave little to chance.
·
Schedule
calls/meetings in 15-minute segments.
·
Be
aware of time windows to get certain things done.
·
Be
ready to react to a changing news cycle.
·
Drop
everything to pursue a new opportunity.
·
Respect
reviewer deadlines.
·
Respond
ASAP to a media inquiry.
·
Contact
the media way in advance of a holiday, honorary date, event or anniversary.
Be
flexible on time zones/availability
·
Be
willing to do interviews
·
In
the early mornings
·
And
late nights
·
On
weekends
·
Wit
overseas media
When
should you start your PR?
In
many ways PR is continuous.
·
There
is always something to be done.
·
Always
a blog post or tweet to send.
·
Always
someone to connect to online.
PR
campaigns should begin 5-6 months prior to your official pulbication date. Set
your goals and work backwards. Some things need time to unfold. Some can only
happen at a certain time. Leave time to learn about the media. Make time
available for the media – of any size.
Specific
Things Must Happen Early On
·
6
months prior to your book launch:
o Create your Web
site
o Brainstorm ideas
·
5
months out:
o Strategically
plan your campaign
o Develop your
press kit/media pitches
o Pull together
your Advance Review Copy (ARC ) media list
·
4
months out:
o Send out your
ARC’s
o Select/schedule
book signings and appearances
o Research the
media you plan to approach
·
3
months out:
o Solicit
testimonials
o Follow up on ARC
media
o Continue to
query book stores/speaking opportunities
·
2
months out:
o Contact non-book
reviewer media
o Approach online
reviewers
o Reach out to
tour city media
·
1
month out:
o Start scheduling
radio and TV interviews
o Finish ARC
follow-up
o Contact more
online reviewers
o Add on bloggers
and Web sites
o Hit daily
newspapers, newswires and weekly publications
·
First
90 days of the publication date:
o This is your
time for interviews and stories to run
o Media and
bookstores see it new then
o All short-term
media must be contacted
Stick
to your timeline and don’t deviate.
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26 Ways
To Save Barnes & Noble
12 Hot Topics For Authors,
Bloggers, Journalists
The Bestseller That Never
Was
Do
You Market Your Books Doggy Style?
Does Your
Book Blog Do These 16 Things?
Why Bestseller Cap Doesn’t
Deter Authors http://bookmarketingbuzzblog.blogspot.com/2013/05/bestseller-cap-doesnt-stop-authors.html
Will Social Media Save
Your Book? http://bookmarketingbuzzblog.blogspot.com/2013/05/how-big-is-your-social-media-following.html
Writers Read This: You Are
Marketers
Why Authors – and
Publicists & Publishers Need A Therapist
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. This is copyrighted by
BookMarketingBuzzBlog © 2013
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