A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
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Tuesday, December 15, 2015
The Vetting Process Of Book Publicists & The Media
a book marketer and publicist, I have to quickly evaluate writers and their
books to make a determination if I should or could represent the author to the
news media. Part of my vetting process
involves thinking like the media to decide if the media will be open to such a
book or author. Here’s what publicists
are looking at when determining the viability of promoting a book or author:
wrote the book? What credentials does he
or she have?
is the personality of the author? Is he
or she outgoing?
well does the author communicate?
·What media exposure has the author had?
are the goals or expectations of the author?
the book about?
is the publication date?
is the publisher?
testimonials does the author have for this book or past work?
level of competing books or experts is out there?
is the news cycle like as it relates to the subject matter?
the book present itself in a professional and substantive manner?
the author comport himself – or herself in a confident manner?
there any anniversaries, holidays, or honorary days coming up that will tie
into the book?
is the author’s social media platform?
available is the author for a media campaign?
news media may take many of the same elements into consideration, but they more
narrowly focus on these things:
this book of interest to the media outlet’s readers, listeners, viewers, or
this book something that interests the producer, editor, reviewer, or blogger
this the best book or source for this topic?
the media already covered this book or author?
are the competing outlets for that media outlet covering?
they believe something is relevant, new, unique, interesting, and of value that
is being proposed to them?
would serve authors well for them to appreciate and understand the filtering
process going on by publicists and the media.
Publicists have a lower threshold than the media. Publicists are looking to get clients and are
more open to promoting an author than a journalist is in covering them. Publicists may have to watch for conflicts of
interest in the authors they look to represent.
They also have to see that an author can afford their services, that the
author understands and agrees with the PR plan, and that the author is easy to
media will cover books and authors that agree with their editorial stance and
that appeal to its demographic of subscribers.
But there’s a lot of competition for media coverage.
can help themselves by giving the media everything it needs, including:
short, targeted email on what’s been offered
identifying of relevant video, documents, or book passages that could make the
packaging of a story easy and powerful
author who can communicate well and sound or look nice
author who is flexible on scheduling availability
book that reads well, has an attractive cover, and a catchy title
making things simple and easy, authors help the media do their job and that
goes a long way to getting their attention and appreciation. Treat the media with respect and know the
difference between selling yourself to a consumer, publicist or a journalist.