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. Free speech, literacy, and great books are also discussed. 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.
Friday, January 11, 2019
8 Ways To Get Media Coverage For Your Book
impression of the news media is that it covers crime, tragedy, and
controversy.Another is that it is
filled with soft stories about diets, viral You Tube videos, twitter spats,
celebrity gossip, and coverage of the basics:weather, Wall Street, sports, and lottery winners.There are some meatier news outlets that
report in-depth on real issues of the day, but they are in the minority.How will you position your book, brand, and
message to the media?
Approach 1:Give the Media What It Wants
of what you feel your core message is, can you bend to fit a message that meets
the needs of a media outlet?For
instance, let’s say your book is about raising healthy-minded children as a
parent, geared towards parents of young children.Would you come up with a pitch about how
someone like President Trump, if raised in accordance with your book’s
prescription, would have turned out a lot different?Now you can pitch news and political outlets
– not just parenting, psychology, health, or general interest. Granted, you
may not be into politics, the book may never mention Trump, and you probably
have no knowledge of how he was raised (by Satan?), but now you can talk about
your book in a different context – and give media that you wouldn’t have otherwise contacted a chance to discuss your book.
Approach #2:Serve The Editorial Slant Of A Media Outlet
the specific media outlet that you are pitching.If they cover the subject matter that your
book is about, what type of voice do they use?For instance, are they liberal or conservative?Do they appeal to a certain gender, race, age,
religion, or other defining trait?How can
you present your message in way that is palatable to the editorial voice of the
Approach #3:How Are You First, Better Or Different?
the media is open to covering your topic, why should it talk to you and not
someone else?Are you the first to do,
say, or be something?Are you truly better
than your competitors?How are you
unique or different – or contrarian to popular beliefs?What’s your unique selling proposition – in
15 seconds or less?
Approach #4:Offer Exclusivity
can reel in a few media outlets by saying they’d be the first to cover you or
that they’re getting an inside scoop on something that they get the first crack
at you, but you can offer exclusives by media type:first radio interview, first print story,
first TV interview, first podcast, etc.
Approach #5:Sell Them On Your Connections
media loves to get hits to their web sites and social media platforms.You can help them get more clicks if you
intimate you have a substantial platform.They’ll be more apt to cover you if they believe you can help them.
Approach #6:Win Over A Producer, Editor, Blogger
you can make a personal connection with a specific person at a media outlet you
may get some coverage. Let’s say your book’s about adoption and you know or
learn that a reporter was adopted or has adopted, a child, you may win them
over because they can relate to you.Or,
you may just hit it off personality wise.Sell yourself and look to find ways they can identify with you.
Approach #7:Hijack The News
the news cycle so that when the media covers something you find a way to tie
into that topic.It’s purely a matter of
timing and circumstance.Today, they may
not be interested in a book on organic farming but tomorrow when there’s an
outbreak of food pesticide poisoning they’ll want your insights.
#8: Pitch To The Editorial Calendar
media outlets, especially magazines, have an editorial calendar – a list of
upcoming issues and featured topics.Consult these calendars and pitch the media outlets accordingly.You also should look at a real calendar – are
there holidays, anniversaries, honorary days, or special celebrations coming up
that you tie into?
news media is always looking for a good story – but there’s crazy competition
to get their attention.Try multiple
approaches until you find a way to break through.