To
get media coverage for your book you know you need certain elements to be in
play – a well-written pitch, targeted media lists, relevant credentials for the
author, relevance to the news cycle -- and luck.
You would think that you also need a great book, but if you can’t get the
media to look at the book, it doesn’t matter.
But of all the things that you will need to successfully earn media
exposure for your book is the ability to reach the media in the first
place.
If you can’t get ahold of producers, editors, reviewers, and podcasters to just tell them about yourself and your book, you can’t go any further. It doesn’t matter if you can cure cancer or solve world hunger, the message goes nowhere if you can’t contact the media and begin a dialogue.
If you can’t get ahold of producers, editors, reviewers, and podcasters to just tell them about yourself and your book, you can’t go any further. It doesn’t matter if you can cure cancer or solve world hunger, the message goes nowhere if you can’t contact the media and begin a dialogue.
So
how do you track down the media?
First,
you need to make up a list of targeted media outlets. Think about all types of media – TV, print,
online, and radio. Social media,
too. Think locally, nationally, even
internationally. Think of multiple
people to contact at each outlet.
Second,
seek detailed and updated contact information on these people so that you can reach them in a
multitude of ways – mail, email, phone.
Try all avenues.
Third,
see if you can find them via Twitter or other messaging services.
Fourth,
stalk and snoop a little further. Do you
know if these people will be appearing somewhere? Can you find a way to meet them in person?
Fifth,
are there backdoor channels to run through?
Do you – or those you know – have a connection to the person you seek to
reach? Can your aunt’s friend get it to
the gardener of the journalist you seek?
Can your kid’s friend’s dad send a note to his old college roommate who
now writes for a newspaper?
Sixth,
can you simply cause a stir online that goes viral and serves as an
introduction to key media people?
You
need to think assertively, aggressively and differently. Being polite or waiting for others to get
back to you won’t work in the pushy world of PR. You need to think of creative ways to reach
those that you hope to impress.
You
don’t want to do anything weird or criminal, but wouldn’t it be kind of cool if you,
say had a book about relationships and decided to send a copy of the book with
a dozen roses to a TV producer? Or would
it be kind of cool if you did a stunt outside the building of a media
company?
Near my office is Bloomberg Media and many of the producers and writers go to a Starbucks next to the building. Would this be the place to hand out your press release if you thought your book and message truly warranted their attention?
Near my office is Bloomberg Media and many of the producers and writers go to a Starbucks next to the building. Would this be the place to hand out your press release if you thought your book and message truly warranted their attention?
Don’t
hack the media and blackmail them for coverage.
Don’t hurt anyone or yourself in hopes of getting attention. Yes, some things are off limits, but short of
them, be prepared to find new ways to reach the conduits to the media.
Good
luck!
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