The key here is targeting—finding the right people who would be interested in your pitch. Step 2: Create a Classic Press Kit A huge part of preparing for a successful publicity campaign lies in the creation of resources like a press kit. A list of interview topics: In addition to a list of Q&As, provide a list of interview topics that you can speak about comfortably. Step 4: Write a Compelling Press Release This is a release for your book’s launch, but as we mentioned, your book’s launch is not news in itself. Paint a picture of the kind of story the media might like to cover. Make sure it’s the right time. If the person has just covered a specific topic, now is not the time to pitch them on a similar idea unless you can make it a good follow-up piece. Let them know what they should do, how to contact you, and where they can find more information. Find out from the interviewer if they require any additional resources such as a tailored intro for a specific audience, a copy of your book, or links to special launch offers. Make a list of key points, stories, or statistics that might come up so that you’re ready if the interview takes a different direction.
Hire a publicist.
The end.
Okay, so we’re just kidding.
Have you seen how much those guys charge, though? Tonight’s dinner might just be the last time you eat for a while.
On a more serious note, good publicists are worth their weight in gold. They have the connections to get you top-tier media attention from major newspapers, news websites, magazines, bloggers, TV producers, podcast hosts, and more. They know how to reach the right people, and they know how to pitch. While many will offer á la carte services that are a little less eye-popping in terms of pricing, others will require a monthly retainer. If you have that kind of money to invest, definitely go ahead and do it. Just be sure to do your due diligence and hire a publicist who is a right fit for you and your book. As in any professional occupation, there are good ones and bad ones.
However, if you’re like most indie authors who can’t afford the razzle-dazzle of today’s publicity masterminds, there is an option for you. It’s called DIYing your own publicity campaign, and it’s not as scary as it sounds.
Like most of what you do in book launch planning and execution, you must start several months before your launch date. Depending on the media outlets you target, you’ll find that programming and written content pieces aren’t always last minute efforts. While there might be opportunities for breaking news coverage, there’s generally a ton of content planning involved—which is why you want to reach out and grab a slot for an interview as early as possible.
Now let’s get down to the finer details of constructing and implementing an attention-worthy campaign.
Step 1: Find Potential Media Contacts
The first thing you need to do is build a list of relevant, niche-driven media contacts (including reporters, editors, producers, talent bookers, etc.) who might be interested in your book’s publication or the contribution you could make to their story. Ideally, you’ll search for publications, broadcasters, and TV shows that publish content on your subject matter or within your area of expertise.
How do you find potential media contacts?
Start by identifying newspapers (daily and monthly), radio and TV stations (mainstream and college), industry journals, newsletters, and podcasts that serve members of your target audience. Scour through them for articles and episodes relevant to you and your book, and then search for the content producer or writer’s name and contact information. You can usually find email addresses in their bios, on their social media pages, and on their websites. The key here is targeting—finding the right people who would be interested in your pitch.
Another great place to find media leads is HARO (Help a Reporter Out). It’s a massive online database that allows you to list yourself as a source for journalists and respond to an array of daily queries. Big name networks and publications like Fox News, ABC, Time, WSJ, Chicago Tribune, and The New York Times use HARO to find guest experts and interviewees. In fact, Wyatt-MacKenzie Publishing attributes 90% of their media success to HARO. When queries roll in, they contact authors who would be ideal for a particular story. They then help them pitch, which effectively eliminates the expense that goes along with hiring a publicist and the disappointment that often goes along with cold-pitching.
As you find media prospects, be sure to create a spreadsheet to help you keep track of their information and the types of content they cover. To make things easier, you can simply add an additional page to the spreadsheet you already have for your reviewer list.
Step 2: Create a Classic Press Kit
A huge part of preparing for a successful publicity campaign lies in the creation of resources like a press kit. This useful tool allows you to share information quickly and efficiently with journalists, book bloggers, editors, retailers, and anyone else who might be interested. Its purpose is to store key information and brand assets in one place so that anyone researching you doesn’t have to waste several frustrating hours sifting through multiple websites, links, and resources to find what they need and piece things together.
Although you should have a print version available for author conferences and book events where there might be a chance to connect with those in the media, it’s easiest to host a press kit page (often referred to as a media room) on your website. You can then use one simple URL to direct people to your author and book resources. You can also add this link to your email signature, business cards, and other collateral to promote yourself as an author.
An often overlooked benefit of creating an online press kit is the search engine juice all the extra content gives you. Google will index this page, ensuring you gain additional SEO leverage when you need it most. Ultimately, it’s an excellent tool for helping you put your best marketing materials into the hands of those who can help you secure valuable media coverage.
What should go into your press kit?
Resources typically include the following:
- Professional headshots: Besides providing an assortment of downloadable high-resolution and low-resolution profile pictures for use in online and print media, make sure you provide both color and black and white options. While a casual look is fine, the latest Speedo or bikini pic from your holiday on the beach is not. Your photos are a critical part of your toolkit, so consider asking an experienced photographer to help you out with a few decent images.
- Well-written, interesting bios: To ensure you cover all your bases, you’ll want to craft a short (50-100 words), medium (100-200 words), and full-length (500+ words) version so that reporters can use directly from your copy or gather the information they need for their story. Bios cover everything from your name, location, job, and family background to hobbies, qualifications, previous publications, and other media appearances. Rather than a boring rundown of your life since the day you were born to the day you became an author, write with personality and make your bio memorable with interesting facts. It doesn’t have to be clever, but it does need to help you stand out and make the right impression.
- Contact information: How can people get in touch with you? Although you don’t want to give out your home number, be sure to include an email address, links to your social media platforms, and information for any representatives (such as an agent). If you have an office number and don’t mind sharing it, then go ahead and add it, too.
- A sample Q&A: The reality is that you’ll be asked the same questions frequently. To save both you and reporters time and energy, create a list of possible interview questions and then answer each of them within a short paragraph or two. A sample Q&A usually contains garden-variety questions about your background, book, inspiration, and future projects, as well as more complex questions about how you came up with your book idea, why you wrote the book, whether it sheds new light on a particular issue, what led you down the path of self-publishing, and your experiences in authorship. Start jotting down FAQs you already encounter to help kick-start your list.
- A list of interview topics: In addition to a list of Q&As, provide a list of interview topics that you can speak about comfortably. This gives reporters and show hosts a better idea of where your expertise lies and what they can potentially ask you. Try to be very specific so that you won’t be asked questions you can’t answer. You might, for example, be in the health and wellness space, but that doesn’t necessarily mean you’re clued up on every corner of the market. The same goes for topics you’ve touched on in your fiction book. Written historical fiction? Which period? Be clear about where your level of knowledge lies so that you’re not thrust into an embarrassing moment during a live broadcast.
- A high-resolution book cover image: Your book cover image may be used for multiple purposes during a publicity campaign, so make sure it’s a clear, high-quality image media members can easily download.
- A sell sheet: This one-page sheet deals with specific information about your book, including its title, blurb, number of pages, ISBN, date of release, available formats, publisher information, price, and where people can buy it. Although they’re not essential, you can also include a book cover image and several review excerpts.
- Excerpts and sample chapters: Journalists or guest researchers will often request a sample of your work. Including a PDF with a sample chapter gives them quick and convenient access without the constant back and forth. After all, your job is to make their job as easy as possible. Keep in mind that if your book is enrolled in KDP, you are limited by how much content you can make available for free. In this case, consider adding an excerpt to your press kit and offering an ARC to those who will be reviewing or using your work extensively.
- Editorial reviews, testimonials, and other endorsements: Much…
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