SEO Press Releases: Part 2

The upside about learning SEO is you’re not alone if you feel you’re behind the learning curve.  The truth is everyone needs to learn to keep on track in this field.  It’s an ever changing, ever shifting process.  So, wherever you are in the process, that’s okay.  My previous article focused on how to write an SEO press release in order to garner increased online visibility and ultimately more views.  The basic how-tos include knowing your keywords, using anchor text, and including your URL

While all of this helps you in the world of search engines such as Yahoo and Google, that’s not enough.  You don’t simply want to move yourself up in the search engine pecking order; you also want to have a compelling story, a well written targeted release that reaches your target audience.  Increasing your website traffic is great but it can be useless if it’s not the right traffic, you need to be speaking to your audience.

Whereas you definitely want to use keywords and it’s important you learn and know your keywords before starting to write a release, you don’t want to get lost in jargon.  Every business has its own jargon and to those outside of the business it often sounds like a foreign language.  That is not going to make for a compelling read, so keep your jargon to a minimum.

Be sure to bold your secondary keywords and phrases in your release and include a link that will allow the reader to access additional information. Double check that you’ve included the http:// portion of the URL in your press releases or the links will not be clickable when published.

Most releases have a date included, but in this case I think that backfires.  Unless your information is timely and has to do with a specific event, season or breaking news story adding a date to your release will only server to make the release look dated.  This is particularly true with online-oriented releases.

Write a concise descriptive headline that includes your primary keywords. Don’t be shy about them.  This is the real estate that counts.  You want to utilize your important keywords in the headline, in the lead and then pepper them throughout your message.  I’m not sure this makes for the best releases from a journalistic standpoint, but from an SEO perspective it reinforces your message

The writing and the story are the parts of your release that will engage your audience, SEO is the science of being discovered by your audience and in the online world – you need both.

Copyright © Anthony Mora 2012

SEO Press Release Tips

Business Wire, Marketwire, PrimeNewswire, PR Newswire, and PRWeb: these are the main paid wire services that American companies use. On any given day a couple of thousand press releases are sent out in the U.S. by those wire services.  So, how can you separate yourself from the pack?  How can your PR efforts and press releases be noticed in such a throng?  It’s not easy, but it’s possible.

It’s no longer enough to concern yourself with interesting the traditional media with your releases.  Yes, you need to create press releases that meet the needs of the traditional media, but you also need to maximize the use of search engine optimization (SEO).  Why do you need to concern yourself with SEO?  Will it help you land a story in the New York Times or an interview on the Today show?  Most likely not.  But it can help in other ways.  For example, when someone is searching online for a company that offers your type of product or service, are you the one they’re going to find?  Where do you show up when it comes to a Google search?

That’s where search engine optimization comes in.  SEO’s primary function is to help you rank in Google and Yahoo News and for your keywords.   And this is generally accomplished by knowing your keywords, and creating anchor backlinks for your blog or website.

Anchor text is the hyperlinked text on a web page.  They are the highlighted words you click on when you click a link.  It offers readers information about the nature of the page you’re linking to.  For example, this is my Public Relations Firm’s website linked to a keyword.  More importantly anchor text communicates with search engines.  In essence it tells search engines what the page is about.  It’s incredibly important to use in your press releases; used effectively it can boost your rankings and particularly your Google rankings.

Your first step is to learn your primary and secondary keywords.  Your press releases should reflect the keywords used on your website.  You want your releases to work for you by driving search engines to your site.  Don’t make the mistake of only using your keywords on your homepage.  Make a concerted effort to have a minimum of one of the keyword links in your press releases lead to a page on your site other than your homepage.

Focus on the first 200 to 250 words of your release.  These initial words set the tone not only for the release itself but for your overall search results.  You want to choose those words carefully and you want them to be targeted.

In most of my articles about press releases, my main focus is on the content; on telling a strong story with a compelling narrative.  Those are points you always have to keep in mind and my follow up article on SEO press releases will cover that in more depth, but here the focus is on making sure that your releases not only are interesting but that they also are SEO friendly.  A few points to keep in mind are to make sure your headline contains your primary keyword  and that you pepper the release itself with three target keywords.  Also, never forget to include at least one URL in the release.  You never know, your release might be republished without anchor text and by including your URL you’ll assure that the reader can find you.

SEO is an ever changing field and one I don’t think anyone fully masters.  So keep experimenting and keep writing new releases with SEO in mind, but also remember, when all is said and done, it comes down to telling a compelling story.  Don’t get so lost in the SEO game that you forget the basics.

Copyright © Anthony Mora 2012

How to Effectively Work with your PR Firm

Media relations is about building bridges between you and the media through effective storytelling.  It’s not about selling or hawking or smoke and mirrors.  It’s about showing the media why the story you have to tell will resonate with and impact their readers, viewers or listeners. The secret is to make your story work for the media and for their audience.  Before launching a PR campaign, the job is to start thinking in terms of stories, hooks, and angles.

If you choose to hire a public relations firm, which you should if your budget permits, keep in mind that it’s still your job to help create the stories.  No PR firm or public relations consultant will know your business the way you do.  Yes, they can and should help you brainstorm ideas and angles, but you’re the one who knows your story and your business.  Their job is to effectively tell your stories and build the bridge between you and the media.  Your job is to help them find and develop the stories.   I’ve worked with some clients where six months down the line they tell me about an amazing story that makes for a perfect media pitch.  It’s great that I finally learned about it, but things could have moved much more quickly if I had known about it when the campaign started.  Remember the job of a media relations firm is to tell your story and get you in front of the media.  Your job is to give your PR company the tools, information and the stories to work with.

When looking for a PR firm, search for you that specializes in media relations and media placement.  It’s more important whether the firm you choose knows how to pitch and place stories than whether they specialize in a particular field.  Yes, you want a firm that knows and understands your field and your story, but more importantly, you want a firm that understands the media.  You can always teach them and bring them up to speed about the ins and outs of your field and your company, but you can’t teach them how to pitch or place stories.  Find a company that knows how to pitch and then work with them to develop the stories that work for you and your business.

The first thing I generally suggest is to place some stories on online media outlets to help demonstrate the relevance of your story by generating some initial coverage.  Also, look for topical news stories that you can connect your story to.  If you can tie your story to an issue that is getting coverage, you’ll have a much better shot at interesting editors and producers.

Paid wire services, like PR Wire, Business Wire and, can be helpful, but you don’t want your PR firm to focus on simply placing press releases on the paid wire services.  These generally work if you have a breaking story, or if your story is tied in with some type of celebrity news.  If not, the best way to garner media coverage is to have your PR firm contacting the media via emails and phone calls directly.  By actively working with your PR firm, you can develop a campaign that interests the media, lands you interviews and builds your brand and your business.

Copyright © Anthony Mora 2012

Why You Should Launch a PR Campaign in a Tough Economy

No one is going to buy your product or services if they don’t know it exists and this is particularly true in tough economic times.  As counter intuitive as it might seem, the slow times are the times that you can’t afford to cut back in your marketing efforts.  It has been documented that companies that increase their marketing efforts during a recession can improve their market share as well as their return on investment at lower costs than they can during good economic times.  This is true because during uncertain times consumers need the reassurance.  They need to see you’re there.  While your competitors are cutting back and going into stealth mode, you should be keeping yourself and your company in front of your target audience.  While the competition is out of sight and out of mind, you should be front and center.

Understandably you don’t want to take on an expensive advertising campaign during lean times, but you do want to market.  You want to be creative.  You want to focus on how to best reach your market at a reasonable cost.  You also want to be realistic and understand that you’re going to need to invest in yourself and your company.  As the old adage says, it takes money to make money; but it needn’t take a lot.

  1. Initially, study your market and define your specific target market.
  2. Next, do some research and find out how to reach that market.  What do they read?  What do the watch?  What social media sites do they use?  What web sites do they visit?  You don’t need to hire a firm to do this market research for you.  Give someone the parameters you’re looking for, put them in front of a computer and get them started.  Twitter and Facebook alone offer a wealth of information on consumers and their likes and dislikes.
  3. Make a list of the media they read, watch, and visit.
  4. Develop a marketing campaign that will speak to your target market.

Because advertising and direct marketing can be expensive, I generally recommend a targeted marketing campaign that combines traditional public relations with an online campaign that includes blogging and social media.  Media relations is so effective because it reaches your target market, establishes you as an expert and offers you the validation of being featured in the news.  It also gives you powerful ammunition for your social media campaign.   The story pitches and press releases that you develop to present to the traditional media can also be modified and used online in your blogs and social media posts.  Always keep in mind that your objective is to present yourself as a problem solver.  Don’t pitch your business or product, explain how you can solve your client’s problems and make their lives easier, more efficient, healthier, etc.

Copyright © Anthony Mora 2011

The Value of Online Press Releases

Online press releases are a bit like ants at a picnic.  They are everywhere and can be a bit annoying.  Whereas they do have their uses, it’s important not to confuse online with offline releases.

Traditional (offline) press releases are used to pitch a story to the media.  They are your calling card; a quick way to tell your story and highlight exactly why the media should cover you.  But when it comes to landing media, a press release on its own is seldom going to do you much good.  It’s true that we’ve placed stories by sending out a press release, but those instances are rare.  Chances are you’ve also heard stories of companies that have placed a press release on one of the paid wire services and have gone on to garner national media coverage.  Those stories are also true, but, to be honest, your odds are better of winning in Vegas than of hitting it big in the media world on the strength of a press release.  A press release can be a great introduction, but if it’s not followed up with phone calls and other media approaches, chances are it’s not going to get you far.

The job of the traditional press release is to start a conversation and to generate some initial interest or curiosity.  Online press releases have different objectives.  When effective they can help you move up in search engine rankings, build back links and help drive targeted web traffic.  If you’re lucky they will get picked up by other news sites and blogs.  If you’re remarkably lucky they can result in landing you traditional media coverage.

As I mentioned earlier, they can help with your SEO.  So know what keywords to use.  Use one of your primary keywords in your titles and incorporate other keywords into the content.  Don’t overdo it though.  Be judicious in your keyword usage.  Keep in mind that with online press releases you’re primarily talking to your target audience, whereas with traditional press releases you’re talking directly to the media.  Those are very different audiences.  With online releases, create copy that is as relevant to your audience as possible article content.  Don’t sell yourself or your product or service; offer solutions.

But if traditional media is your objective, sending out online press releases is generally a very ineffective approach.  They can be seductive at first.  Your releases might get picked up by Google or Yahoo or other online sites, which is fun to see, but the chances of that type of exposure leading to coverage in a magazine, newspaper or on TV are remarkably slim.  So keep your objectives in mind when deciding what types of press release you want to utilize.  Both traditional and online releases have their place, but each has a different function.  If your objective is to help increase your web traffic and raise your search engine ranking, online is worth a shot.  If you’re looking to gain coverage in TV, print, or radio, whereas online might help, to be truly effective, focus on the traditional approach.

Copyright © Anthony Mora 2011

Gregory, Alyssa. “Publish Your Story to the World.” Photo. SitePoint. 02 Oct 2009. 30. Sept. 2011. <;

Media Pitching Lessons

To have yourself, your service or your product featured in the media, you need to effectively pith the media.  It’s an art.  By appearing in the media you create a bridge between your company and your clients or customers.  You also build your brand by establishing credibility that only comes with being featured as a news story.  Your best bet is to hire a public relations firm or PR consultant to develop, launch and implement your media relations campaign for you.  It can be a tricky business and you can often do yourself more harm than good by trying it on your own.  But, if money is tight and you’re not in a position to retain a firm, you don’t have to wait to get started.  There are some PR tips and secrets you can try.  With that in mind, the following is a pitching overview.

One approach to pitching a story is to use statistics in order to introduce your topic.  Let’s say you represent a skin care company and are doing a pitch to beauty consumer magazines or trade publications. You could start your pitch with a stat similar to the one below:

According to Skin Inc. “The markets in both Europe and the United States have seen positive gains in 2010. Europe has recovered posting a 3.0% increase following a 3.3% decline in 2009, and sales in the United States have increased by 2.7%.”

It may or may not be the right stat to lead with because it entirely depends on the specific angle or pitch you want to present. If you’re pitching a story about how the skin care arena is growing, look for statistics that back that up.  You can use one of two angles, one being that more and more people are using skin care and your product is at the leading edge of this boom, and the other being that your product or services are unique within this growing field.  Lead with the statistics to grab the media’s attention then follow with you particular pitch or angle.

It’s now time to make your specific pitch.  Remember you are not pitching a product or a service, you are pitching a story.  Don’t approach it from your perspective, but from that of the media.  Sure you want to sell more products and land more customers, but the media wants to tell a compelling story that interests it’s readers and helps it’s ratings. So when pitching, appeal to the media’s needs.

Now that you have the media’s interest, let them know that you have an expert who can address their needs.   Give your qualifications and explain why you are indeed an expert. Even it you’re pitching a product; it helps immensely to present yourself as an expert.  Remember, you don’t want to present a product spokesperson, but a true expert in the field of beauty and skincare; one who can talk about the product but can also discuss the latest trends, ingredients and changes in the field.  If you’ve been featured in other media outlets, let them know.  It makes the media feel more confident in your abilities if they realize that you’ve been in the media before.  If you haven’t that’s fine, but establish why you are an expert.

Finally, close with other topics and angles that you can address or comment on. Who knows, they might pass on your original pitch, but book you for one of the other suggestions.  More importantly the media will begin to see you as an expert in your field.  Those are the ones that get placed in the media rolodex, and that’s just where you want to be.

Copyright © Anthony Mora 2011

To Phone or not to Phone (pitch) The Media

You’ve come up with your story ideas and pitch angles, you’ve written your press release,  you’ve sent out the email pitches and you’ve placed your release on one of the paid wire services and… nothing!  Not one editor or producer has called  to interview you or write a feature on you.  You’ve done everything right and everything’s gone wrong.  What now?

Time to turn to that small hand-held device that blinks and buzzes and rings (in an endless variety of tones).  Yep, the phone.  While you could pick it up and see if that editor or producer ever read your emailed press release, I can already tell you that chances are 99.9% that your release was never read.  Don’t be discouraged, however. Instead pick up the phone and interest the media in your story, not to try and sell your product or service, but to offer the media a compelling story idea that appeals to them.  There’s an idea.

An effective phone pitch is rarely jazzy or funny (although it can be both) but one that is real and genuine. Your objective is to briefly and succinctly let the media know how and why this story idea will work for them and their viewers or readers.  It’s not the time to try to sell.  Be you when you present the story. It’s best to pretend as though you are not calling someone who’s in the media when presenting this pitch.  It’s important that your enthusiasm is evident in both your voice and your delivery.  You don’t want to sound like a salesperson but like someone who is truly interested in the topic and wants to share it with others.

Review your press release and  break it down into the most important bullet points.  When you’re doing the phone pitch you won’t have time to pitch the full release and you definitely don’t want to read a pitch verbatim  from your release.  You’ll sound like a robot, which will make you less believable.  But do use your bullet points from the release as an aid.  Have them  in front of you and let them guide what  you want to say.  Don’t insist on sticking to a scripted approach.  It’s a conversation and as with any conversation it will ebb and flow and have its own rhythm.

Come up with the most compelling aspects of the story and lead with those.  Introduce yourself and let the producers or editors know that you’d like to give them a story idea.  Be polite and respectful.  Before starting your pitch, ask them whether or not it is a convenient time for them to talk. If they say it’s not a good time, thank them and ask if you can email a release and call at a later date.  Find out when would be a good time, thank them and get off the phone.

If the answer is yes, start your pitch and keep it concise.  Remember you don’t have to tell your whole story.  You want to hit the highlights, the points that make it interesting. And you want to illustrate why this story is a great fit for the particular media outlet you’re pitching.    When to make your pitch, how to pitch national versus local and how to leave a voice mail pitch will be covered in my next article.

Copyright © Anthony Mora 2011


When & How To Call The Media

You’ve decided to give your PR campaign a real shot.  If you’re not in a position to hire a public relations firm or media consultant and are giving it a stab on your own, learn the ropes before moving forward.  It’s important to develop your story, write your press release, build your media list and send your release out to the appropriate media.  But at that point media follow up calls might be in order.  Review these tips before making your calls.  Remember producers and editors  are people like everyone else.  Some are fun and easy to get along with, others are grumpy and impatient.  They are all over worked and have little time for calls and story ideas that don’t really work for them.

Study each outlet before pitching.  Review your local morning and mid day TV and radio news shows.  They are always on the hunt for interesting stories, particularly those with a local tie in.  If you’re pitching national, make your pitch broader, tie it into a national story or illustrate how your story would be of interest to a national audience.  Present yourself as an expert who can address topics in your field.  Study the outlets and see what type of stories they feature and how they present them.  Have your pitches fall in line with those formats.

Write out your primary talking points before making the call.  Make your calls in the morning, since things begin to back up as the day goes on.

Depending on your story, give the media proper lead time before making the pitch and:

1) Be sure to clearly identify who you are.

2) Always ask if this is a good time to talk and if not if there is a time you can call back.  If they ask to call back, ask if it’s okay to email information.

3) If it’s a good time to talk have you’re pitch ready.  Offer a short concise overview of the story you’re pitching and what you would like from them.  You need to have a call of action here.  Do you want them to read more information, set up an interview, go to an event, what is your specific call to action?

4) Know your information before you call.  If the producer or editor asks follow up questions, be prepared to answer.  Anticipate what questions might be asked.

5) Ask if they need additional information, or if you can set up a time to do an interview.

6) If they need time to review your pitch, be sure and give them your contact number and information.

7) If you don’t hear back in a couple of days, call again.

If you get a “no” remember that just means that he or she isn’t interested at that time.  Don’t give up on your story.  Go back to the drawing board and come up with a different angle.  Remember they are not saying no to you, but to your pitch, so don’t take it personally.  Stay upbeat and know eventually, it will work.  Keep studying the media for stories that you can tie your pitch to.  The more timely and newsworthy you can make it, the greater your chances of success.

You might want to ask what stories they are currently working on and see if you can be of any help on that front.  If you’re not the right fit, maybe you know someone else who is.  If you can help the media you’ll be seen as a resource and find a way onto their rolodex.  This is all about building bridges and relationships.  Be persistent, but don’t come off as a pushy salesperson.  After a few calls you’ll find your voice and your own personal style.  Keep at it.  It will work.

Copyright © Anthony Mora 2011

PR Follow-up Etiquette

Once you’ve come up with your PR campaign strategy, developed your various media pitches, and created your target media list, it’s time to launch and contact the media.  Initially pick five or ten targeted media outlets to send your press release to.  Press releases are important; they are generally your initial contact with the media.  Make them short concise and compelling.  But sending or emailing releases out is just the start.  You don’t want to just sit and wait.  You want to be patient, yet proactive.
After you’ve sent out your releases, give the media a day or two to read them, but don’t make the mistake of waiting for weeks, hoping for a call.  You need to make follow-up calls after sending out your press release. Initially it’s often best to concentrate on your local media. The local press will usually be more open to your calls and pitches. Keep your follow-up calls brief (three to four minutes maximum) and be polite. Be upbeat and enthusiastic. Don’t spend your time explaining why yours is the best store or product in town, or why they will be missing the story of the century if they don’t use your idea – everyone tells them that. Never beg or berate the media. You’re calling to introduce yourself, make sure they have the information, and ask if they have any questions or need any other information. Don’t be pushy, but be assertive. Don’t sound intimidated. Be upbeat and polite. Listen to the editor’s or producer’s feedback. If the person on the other line can’t talk, acts hurried, or says no, remember that chances are you caught him or her right in the middle of a story deadline. Don’t push it. Politely ask when would be a good time to call back, say thank you and hang up. Then, make sure you call back.

If the person on the other line starts a dialogue or asks you questions, be open, keep the conversation going, but don’t try to do a sales job. You are not there to sell anything, but to be a resource. If you’re told there’s no interest in your story, don’t try to bulldoze him or her. An effective public relations campaign is about telling good stories. Find out if there are any stories they are currently working on that you could help out with. Find out what kind of stories that particular editor or segment producer usually works on.

Your initial follow-up call is to make sure that your information arrived and was seen by the right person, and to introduce yourself. Keep the call short, polite, and very much to the point. Be courteous and quickly get off the phone. Although it is almost impossible to be effective by simply sending out press releases, don’t call until you have given your release some time to do its job. But keep in mind; you are going to have to make follow-up calls.  Without them media placement is often a real crapshoot.  Nine times out of ten, you will call only to find out that no one saw your email or received your letter. If that is the case, during the conversation, give a quick thumbnail sketch of your release, ask if you can re-send it, and thank them for their time. Be polite and get off the phone quickly. And, don’t call back twenty minutes later to see if they are now free to talk. Be judicious in your calls. In time, you will cultivate a working relationship with some of the media and begin to develop your own, unique and effective follow-up etiquette.

Copyright © Anthony Mora 2011


The Difference Between Online PR and Traditional PR

Traditional public relations and what is generally referred to as online PR are definitely different animals.  In general, traditional PR or media relations has to do with placing articles or segments in newspapers, magazines, TV and radio.  Unlike other forms of marketing such as advertising or direct marketing, PR is a story-based process.  The objective is to pitch a compelling story to the media which meets the media’s needs but also garners coverage for you or your business.  When placing stories in the media, you want to highlight your product or service, but in order to be successful, you also want to educate, to enlighten and, if possible, entertain. Effective PR is not about fluff and hype.  It is about pitching the media a strong story that educates, entertains, enlightens and it gives the readers, viewers or listeners information on a particular topic or field that they otherwise wouldn’t have access to.

Perhaps the most important aspect that differentiates public relations from other forms of marketing is that the stories go through the same scrutiny as other articles or segments that are featured in the news.  They are vetted.  There is verification (or at least there should be).  There are editors and segment producers that assign and review stories before they run.  This gives stories that appear in the media the validation and credibility of being the news.  That gives them a trust value that a commercial or print ad can’t deliver.  Most anyone with the money to pay for an ad can buy it.  The phrasing and the copy is that of the company.  That’s fine.  It’s an important marketing approach that works, but appearing in an ad is very different than being featured in an editorial story.  The trust value that comes from being featured in the news is immense.

Whereas there are some online magazines and news sites that work in the same way that the traditional media works, what is generally referred to as online PR is more akin to marketing or advertising than it is to traditional public relations.  Generally, there is not third party verification.  There is not a vetting process where an editor or producer fact checks or reviews the article or segment that has been submitted.  What is referred to as online PR generally has to do with blogging, posting information on social media sites, email marketing campaigns, and online press release distribution.

Pitching bloggers is a process unique to the Internet; it is not quite the same as a pitch to a traditional media outlet, since what bloggers are looking for varies quite a bit.  Your best bet is to study the blogs you’re submitting to.  Don’t pitch the same way you would a media outlet.  Bloggers are not looking for PR releases and media oriented pitches.  They are looking for what interests them and their readers.  Make your contact personal and don’t make it a pitch.

Sending out press releases through such distribution sites as PRWeb and PR Newswire is another online PR approach.  Again, this is different from a traditional media approach.  Here you are not so much looking to land mainstream media via your releases (if you are, rethink your strategy); this is primarily a tool to help your online ranking and visibility.  When using this approach often the more releases you send out the better, which is the opposite approach you want to use in a traditional PR campaign.   Be sure to map keywords to the press releases.  Use appropriate keywords in the title, sub title and in the body copy of the release.  If you’re going the online press release route, use social bookmark services such as and to archive your releases.

Although online PR can influence the media, its main function is to communicate with others on the net using various online sites and blogs.   The most powerful approach is to meld traditional PR with an online marketing approach.  Using this approach, you can utilize the validation of traditional PR and the global reach of online PR to create a marketing program that is much greater than the sum of its parts.

Copyright © Anthony Mora 2010

Authors and the PR Blues

So you finally did it. You wrote that book you’ve been threatening to write, sent it to publishers, amassed a mountain of rejection slips, but finally found that right publisher. Your manuscript was accepted. You’re going to be a published author. Great – you can now turn your attention to your next book. Your first books finished; your publisher will take care of everything from here on in, right? Surprise!
At my firm, we run the gamut when it comes to representing authors, from self-published, first-time writers to writers who have landed multi-book deals with major publishers and, I am sad to report, the one common link among all the authors we work with is that, unless their names happen to be Anne Rice, Stephen King, or Tom Clancy, very few seem to receive much support.

It would be easy to blame the publishing company’s media relations departments, but that’s not the problem. Most publishing companies have slashed their in-house staffs and their publicists are overloaded. Every month, up to thirty books are dumped on one or two in-house publicists.
It’s an impossible task. What has happened is that many in-house departments have been reduced to little more than direct marketing departments. They send out books, press kits and press releases and hope for the best. They have neither the time nor the man power to make follow-up calls. And unless you have name recognition or have written a shocking expose that the entire world is waiting to read, chances are you and your book will get lost in the shuffle.


If you are publishing with a major house, view your publisher primarily as a printer and distributor and assume that all of the responsibility for securing for your book rests firmly on your weary shoulders. If your publisher actually launches a campaign for you, that’s great, but don’t count on it. You don’t have the luxury of being wrong. If you assume the media relations will be done for you and it’s not, by the time you discover your error, it will be too late.


Whether you are self publishing or are publishing your book through a major house, this is one instance where I strongly recommend you hire a firm that understands book media relations pr-blues4to implement your campaign. Although some books are evergreen some are time sensitive. This is one time you don’t have the luxury of learning as you go. Although you hope that your book will become a classic and continue to sell throughout the years, your book has a shelf life. You need to launch an effective campaign even before it’s published. If you want to have it reviewed, you need to send a copy of your book, or the galleys, to reviewers, often as long as three months before the publication date. Once it’s published, you immediately want to hit the local media, the talk shows, and the national press. One area you definitely want to focus on is national and regional radio. There are hundreds of regional and local radio talk shows and current event-oriented programs that feature books and authors. These interviews are almost always conducted over the phone. You can be at home in your bathrobe, discussing your book, while thousands of people listen.



Copyright © Anthony Mora 2009






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