Here are 21 tips to
help you secure media coverage for you and your book. Not every item is for you, but if you do some
of these correctly you will secure a lot more attention for yourself:
1.
Really
take a hard look at who your target book reader is and then think about
specific media outlets that your reader consumes. Now piece together a pitch to those outlets
that truly creates a connection or flow to your potential readers.
2.
Always
express a “why now” reason for the media to cover your book. Set deadlines or create a sense of urgency or
key timing – otherwise nothing pushes the media to covering you now, and as
time passes, you are not top of mind to them.
3.
Think
of your unique selling proposition, that 20-second statement that seeks to show
why you are new, better, different, or needed vs. your perceived
competition. Express your USP in every
communication with the media.
4.
Do
your research. Know something about the
media outlet that you pitch – and about the specific individual you seek to
persuade. Information is power and
customization is what’s demanded today.
5.
Think
of how you look, sound, and come across to others. What do they see, feel and hear when they are
pitched by you? Put a mirror to yourself
and if you are not liking what you see, change it up.
6.
Try
multiple fronts to approach the media.
For instance, don’t just rely on sending emails. Make calls.
Fax pitches. Send packages by
FedEx or mail. Track journalists down on
social media and directly connect with them.
Do what works and don’t assume your message is being rejected. It might not even be reaching them or perhaps
it got ignored.
7.
Try
a multiple of pitch approaches. Sell
them something that’s different and vary your pitches. For instance, figure out your strongest offer.
Is it to offer a fresh take on something old?
Is it a contrarian perspective?
Is it news or human interest? Do
you raise questions or make bold statements?
Do you lead with humor, sex, power, politics, money, family, religion or
some other push-button topic? Is it a
trends piece? Is it a focus on an
anniversary, holiday, or honorary day?
Is it a pitch that provokes strong responses? Figure out what to lead with – and then have
several different leads to send out until one resonates with the media.
8.
Are
you tying your whole pitch into being relevant to something in the news
specifically – Trump impeachment, Halloween, or World Series – or something
generally in the news – racism, me too, antisemitism, or transgender?
9.
Be
authentic, passionate, honest, and visionary in how you comport and express
yourself. Low energy, lies, or
insincerity come through loud and clear to the news media.
10. Have strong follow-ups to your
outreach. Survey who received your pitch
and ask what else they need to make a decision or do a story. Be persistent.
11. Provide great collaterals – photos,
videos, documents, witnesses, press kits, web site – at the ready for
media who show interest but are not completely sold.
12. Express confidence in all that you
do. The media smell weakness and weaklings. They know not to believe the bullshit
shoveled their way, but they also expect to see confident advocates who can
support a certain point of view.
13. Not to sound cliché, but think
outside the box. Provide the media with
something unique or present it to them in a unique way. Playing it safe or saying what others say
won’t get you very far.
14. Share, where possible, valid,
original, and current research, stats, and facts to support the claims that are presented in your press release.
15. Appeal to the competition. If you seek to hit with the Today Show,
also contact the shows they compete with – GMA, CTM, and Fox and Friends.
Throw out a chance for one of them to get an exclusive.
16. Be aware of what’s in the news, how
things are being covered, and determine how you fit into all of that. What hasn’t yet been discussed? How can you convince the media you have
something relevant to add?
17. Dream a bit. You should imagine a few “what if” scenarios
and build a pitch around not how things really are but if they could be
different.
18. Highlight awards, honors, milestone
events or major endorsements, so that your pitch shows your legitimacy.
19. Be sure to reference or share
links/clips to other media, showing you are worthy of media attention and
capable of saying something interesting in an interview.
20. Be a storyteller. Don’t drone on, but show how you can be
insightful, relevant, interesting, and inspiring.
21. Send images that support your story
and appeal to the media visually. But
make sure these are really good photos of inviting subject matter.
The bottom line here
is that getting media coverage requires skill, tenacity, resources, timing,
creativity and of course, a really good story.
Don’t feel intimidated or overwhelmed.
Instead, see the media as an opportunity for you to have a conduit to
impress the masses.
Now go pitch the media.
Now go pitch the media.
“There is nothing
either good or bad but thinking makes it so.”
--William
Shakespeare
“We must free
ourselves from the prison of everyday affairs and politics.”
--Epicurus
“He who does not punish evil commands it to be
done.”
--Leonardo
Da Vinci
“It is sad not to be
loved, but it much sadder not to be able to love.”
--Miguel
de Unamuno
“Imagination and
fiction make up more than three quarters of our real life.
--Simone
Weil
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