I have had many discussions with authors, both current and potential clients, for the book publicity firm that I work for, about how we pitch the media during these fluid, challenging, and emotional times. We have been having success in getting substantial media coverage for our clients during this unusual time. Here is what I see – and what I tell them.
First, the media, though strained by the same challenges we are all experiencing – working from home, trying to stay healthy, dealing with possibly kids at home, and staying financially sound – is working full-time to continue to deliver coverage of not only the virus pandemic, but to all of the subjects and stories they normally would. The media is very much open for business.
Second, where possible, always look to twist your book or message to a corona-themed story. They will cover you if you show relevance – so whether your message is in business, health, or self-help or something else, look to spin it towards how it fits into today’s landscape. Often your message of relevance is magnified under today’s environment. If you spoke before about addiction or careers or parenting, well, your message is certainly that much more important today.
Third, if your message is not corona-relevant, that can be a plus too. The media doesn’t want to only cover bad news and stories of death, despair, and fear. They want entertaining, inspiring, or unique human interest stories. Sports media needs to replace the fact they have no games to report on. Entertainment reporters can’t just write about closed theaters. Travel reporters can’t just talk about how planes are grounded. They all want something to talk about. Give it to them.
Fourth, you don’t need permission to push out content via your blog, podcast or video channels. Social media is a crowded and noisy space but it is one that rewards good content, an interesting persona, and creativity. More than ever, ramp up your social media. Join platforms you previously were not on. Schedule the content that you will post in the coming days and weeks. Spend more time gaining followers and engaging others.
Lastly, stay informed. Consume the media in order to know what is trending and well as what types of stories have not yet been told. Stay informed and productive. The media world is hyper competitive and overloaded, but the savvy and persistent will triumph.
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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 email@example.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.