Most
authors would love to garner publicity for their books but they fumble the
opportunities that come their way.
They’re nervous, unprepared, inexperienced, and lack an understanding
of the process of interacting with the news media. Additionally, some authors are shy, short on
time, and not media savvy. All of that serves as a recipe for failure. But it doesn’t have to be this way.
Let’s
focus on the author-media conversation.
Just what does that dialogue look like?
First,
let’s establish what most seasoned book publicists already know. It’s hard to
get anyone from the media on the phone.
In order to speak to the media, you need to do as follows:
·
Put
together a list of relevant and targeted media outlets.
·
Identify
the best department or individual to reach out to.
·
Send
them an email prior to calling them.
·
Be
aware of regional time differences when calling, to insure they are around when
you call.
·
Get
an understanding of when the media’s in the office, for instance, morning TV
producers usually don’t hang out until 4 pm and print people, like a news
editor, may be very busy as deadlines approach later in the day.
·
When
you call, don’t bother leaving a message, but if you do, keep it short and give
them a real urgent reason to call you back.
·
If
you get voice mail, dial zero and see if the operator can page that person or
at least clue you in on the best time to reach them.
Try
calling some media on the weekends – surprisingly some are in the office and
almost no other publicists are calling then.
Second,
know something about the specific media outlet and journalist/producer that you
are contacting. The more you show you
understand what they like to cover, the better chance you can express yourself
as a match for them.
Third,
prepare your pitch so that within 15-20 seconds you can unload something that
gets their attention and positions them to want to know more.
Fourth,
avoid friendly chit-chat. They don’t
want to waste time or be your friend.
They want to know if what you have will help them grow readership,
listenership, viewership, and engagement.
They want to know if their loyal followers’ demographics will be
appealed to based on your story.
Fifth,
speak clearly, quickly, confidently, and above all, interestingly. Leave out every boring detail or unnecessary
word. Speak in terms of headlines. Explain why you are an expert and what it is
that is new, unique, special or useful about your story.
Sixth,
seek out an action step. Ask them if
they want a copy of the book. Find out
what they’re working on or looking for.
Even if they say no, offer them another story angle. Lastly, if all else fails, ask if they
believe another editor, producer, or colleague can be referred to you so you
can solicit them.
Don’t
feel intimidated or insignificant. You
deserve to have your story told and the media should be happy to have you tell
it. You help each other. They get a terrific story and you get great
coverage. It’s a partnership of equals.
Let
me conclude by saying that although a lot of media coverage is initiated by an
e-mail, a phone call can be used to open doors or seal the deal. Don’t rely on a voiceless, digital
approach -- get on the phone and go old school.
Speak and infuse your conversation with passion and conviction. Let them know you would perform well in an
interview.
The
media is a people business, not just a content-sharing machine. Engage humans with real contact and let them
see and hear what you are about.
DON”T MISS THESE!!!
Do Authors Need A Digital Diet?
15 Ways to Promote all Books
The Fast Book Marketing Start To 2018
Which pros - -not prose -- will you need
to succeed this year?
How can all authors blog with impact?
Big Marketing Lessons From My All-Time
Top 10 Blog Posts
Enjoy New 2018 Author Book Marketing
& PR Toolkit -- 7th annual edition just released
Here are best author-publisher-publishing
pro interviews of 2017
Study this exclusive author media training video from T J Walker
How do authors get on TV?
Brian Feinblum’s insightful views, provocative opinions, and
interesting ideas expressed in this terrific blog are his alone and not that of
his employer or anyone else. You can – and should -- follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels much more
important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog © 2018. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and IBPA’s Independent. This was named one
of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the
top book marketing blogs.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.