Book Marketing, PR, Publicity And Promotion
As an author, publisher or literary agent, you’ll appreciate the daunting prospect of promoting a new title. Generating media exposure can be a thankless – and painfully expensive – task. Even the best titles fail to achieve the newspaper, magazine, TV and radio coverage they deserve. But it doesn’t have to be this way. With the right information and the correct approach, it’s possible to achieve coveted column inches on a regular basis, often on a budget.
This guide from PR4Books is packed with helpful insider tips that will allow you to conduct your own simple but effective PR campaign. Follow our step-by-step guide and, with a bit of luck, your title will hit the headlines soon.
Step 1:
Identifying a newsworthy ‘angle’
To stand a chance of getting your book into the media spotlight, you’ll need to find a quirky ‘hook’ or ‘angle’ to make it newsworthy. Remember, there’s a difference between what you and an editor may consider ‘interesting’, so try to think objectively. A good starting point is obviously the book itself. Is it groundbreaking in any way? Is it the first time such a title has been written? Does it contain controversial material or “insider knowledge”? Perhaps it lifts the lid on a peculiar or secretive area of society, includes sections devoted to a high-profile figure, or describes the latest fad. If you can find an angle, progress to Step 2, below. If you can’t, don’t worry – some of the most effective book PR campaigns have been based solely on the author. Again, you’ll need to find a newsworthy hook. Perhaps the novel is based on your own interesting experiences, such as travelling to some far-distant country or surviving serious crime. Or maybe you’re a mum-of-12 who found the time to write in-between raising your family.
Identifying the ‘angle’ is the hardest – and most important – part of the process, so take your time and choose carefully.
Step 2:
The Press Release
A good press release provides the media with the salient details of your product in an easy-to-read, concise and clear format. Don’t worry if you’ve never written one before: it’s the information one contains, rather than its writing style, that matters. The key to a good press release is catching the journalists’ attention. Construct the release like a news story. It might be helpful to flick through a copy of your favourite paper and see how others are written first.
In simple terms, your first line should tell the reader what the story’s actually about, and will include your ‘angle’. The second line will expand the story, while the third develops it a little more, and so on. Aim to tell the story in four paragraphs, followed by a line of quotes. You should then elaborate the points made in the first four paragraphs in more detail. Forget fancy language and keep it as concise as possible. Remember, most stories run to approximately 650 words or less.
Add your name and contact details to the foot of the story and, if at all possible, source some relevant photographs. In practice, these will include a shot of the book’s jacket (if you have on ), and a few pictures of the author. Before moving on to Step 3, pass the finished ‘copy’ (text) to an objective third party and ask for feedback.
Step 3:
Distribution
So you’ve written an attention-grabbing press release and you’re ready to catapult it into the public arena. Firstly, you’ll need to identify whether the story you’ve written is suitable for the regional or national media, or both. Remember to remain objective; the national newspapers carry the day’s most important items and are significantly less likely to use your story than their regional counterparts.
Whatever you choose, the process is the same: begin by finding the publications’ contact details – then pick up the phone. Ask to speak to the newsdesk, and provide the journalist(s) with a synopsis of your story. If they’re happy to see it, take down a direct email address and send them the release, and the accompanying photographs, ASAP. Be sure to include your own contact details at the foot of the email and make yourself available if they need to ring you back. The same process can be followed for TV and radio channels, specialist magazines, internet sites and book reviewers.
Step 4:
The Follow-Up
After you’ve distributed the release, keep tabs on where it appears. Store any press cuttings for your own portfolio, and be sure to thank the journalist(s) involved. If it doesn’t appear in the paper(s)/sites you expected, it may have been ‘spiked’, (or binned). If so, it’s worth giving the publication(s) a quick call to find out the reasons why. But whatever you do, don’t pester them or attempt to convince them otherwise. However demoralising, try to stay positive. If necessary, re-write the release with a stronger hook, or send out the original to alternative publications.
Step 5:
Ongoing PR
Once you’ve achieved media coverage, endeavour to keep the PR wheels in spin. Use the contacts you’ve made and keep them posted about the latest developments. However tempting, don’t bombard them with news – unless it’s ‘newsworthy’! Over time, you’ll hone your press releasewriting skills, and – with a bit of luck – generate publicity on a regular basis. The important thing is to present yourself as an expert in your field, be it through training or life experience. Journalists always seek out experts when a particular type of story lands on their desk, so with a little persistence you should find them starting to contact you.
More Details:
For help orchestrating your winning PR campaign, contact the experts at PR 4 Books. Our experts also offer free PR consultations to authors, self-publishers, and literary agents.
