My Book’s Self-Published Can I still get Media Coverage?

When it comes to media placement, it just doesn’t matter anymore whether your book is published by a major house or is self-published. In the last few years, only once have I come across an objection to running a story because an author’s book was self-published.

A few years back a story we pitched was rejected by CNN, because the author we were
pitching had self-published his book. We pitched it three times and received three passes.
Well, we had also been working on other media fronts, and a few weeks later called back
explaining that the author and his book had been featured in both Newsweek and USA Today. Three hours later we received another call from CNN stating that they had thought it over and wanted to move forward with a segment. The author was interviewed on CNN. The moral is, if you get a “no,” keep working it and offering different angles until you turn that “no” into a “yes.” A self-published author’s real struggle has to do with distribution and marketing. When it comes to media relations, if you do it right, you can play in the same ballpark as the majors. As a matter of fact, I sometimes think that self-published writers fare better than their house-published counterparts because they are under no illusions. They don’t assume that some big entertainment conglomerate is going to use all of its muscle and turn their book into an overnight sensation. They realize that if success is going to happen, they’d better get to work, and fast. Your book was written to be read. Use the magic of the media. Get it out there.

Copyright © Anthony Mora 2008
For further information visit:
http://www.AnthonyMora.com

Pitch the Story, Not Your Book

So, here’s where publishers and I usually differ, whereas most publishers pitch the book, I prefer to pitch the author. I have had quite a few heated discussions with publishers about this approach. I understand their perspective, they published the book and that’s what they want to promote. The only problem with that approach is that it’s wrong. Pitch your book and you have a certain number of stories and media hooks, pitch yourself, your life experiences, your anecdotal stories and your book and you’ve suddenly broadened the bulls eye.

Remember, when it comes to landing media coverage, it still all comes back to the media hook, to offering them a strong story. It’s the story that will interest the press. Don’t simply send out your book and information to the media, thinking that they’ll be so knocked out by your writing or the book’s subject matter that they’ll be clamoring to interview you. It seldom works that way. Develop hooks and story ideas that you can use to spotlight your book. If your book is non-fiction or a how-to this becomes a much easier task. We have represented authors who have written books on fashion, beauty, health, relationships, sex, and a variety of other topics. Even though we focus on the books in our campaigns, we do not limit ourselves to the book exclusively. Our objective remains the same: to establish our clients as experts in their field. The book becomes a part of the story, but it never defines the entire campaign. If you can place an article in a magazine or a segment on a talk show that revolves specifically around your book, you’ve hit pay dirt. But that’s not always an easy task. Certainly pitch your book as one of your hooks, but don’t limit your campaign. Come up with other story ideas which can include your book, but do not revolve specifically around it.

For example, we worked with a psychotherapist who wrote a book on how to save a troubled marriage. Although we included the book in all of our pitches, the focus remained on the psychotherapist’s expertise in relationship issues. We pitched the women’s magazines and talk shows, relationship-oriented stories in which our client could appear as an expert. The media reacted well to our pitches and interviews were scheduled. Although some of the stories were about marriages and romantic relationships, others were about other types of relationships, such as parent child relationships or sibling relationships. Even though those issues did not
revolve specifically around the topic of our client’s book, she could expertly address them. When she appeared on talk shows, our client was introduced as the author of her book and was asked questions about her book during the interview. Although the shows themselves did not always revolve around the book, the book and client were always highlighted. If we had insisted on segments or articles that only featured or revolved around the book, we would have severely limited the media opportunities. We were branding her as an expert. Whenever she was interviewed, she discussed her book, which garnered her book more coverage and led to more media specifically focused on her book. The approach worked.

So, broaden your media horizons. Make a list of all the potential story ideas about you, your journey and your book and start writing again – writing press releases that is.

Copyright © Anthony Mora 2008
For further information visit:
http://www.AnthonyMora.com

I’ve Published a Book – When do I get on Oprah

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 book’s finished; your publisher will take care of everything from here on out. You’re Oprah segment is just a matter of time, 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 they are already household names, few seem to receive much support from their publishers.

It would be easy to blame the publishing company’s media relations departments, but most publishing companies have slashed their in-house staffs and their publicists are overloaded. Every month, up to thirty books are dumped on a couple of in-house publicists. It’s an impossible task. 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.

Whether you are self publishing or are publishing your book through a major house, this is one instance where I strongly recommend you hire an outside PR firm that understands book media relations to implement your campaign. This is one time you don’t have the luxury of learning as you go. 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 outlets. 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.

Even if you are publishing with a major house, I suggest that you approach your book’s PR launch as though you’re self publishing your book. View your publisher primarily as a printer and distributor and assume that all of the responsibility for securing publicity for your book rests firmly on your weary shoulders. Try to convince your publisher to pay for at least two to three months worth of outside media relations. If your publisher launches a campaign for you, that’s great, but don’t count on it doing a heck of a lot. 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. You’ll keep waiting for the phone to ring and for that Oprah segment to magically appear. Take your PR campaign into your own hands. If possible, hire an outside firm to handle your campaign for you. You finally have your book. Make the most of it. Don’t miss your window of opportunity.

Copyright © Anthony Mora 2008
For further information visit:
http://www.AnthonyMora.com

Utilizing Your Press Coverage

Too many people only look for the immediate results that a magazine article, radio interview, or TV segment can bring. In this simplistic equation, if a story brings in business or, at the very least, inquiries from prospective clients, it was a success, and, if it did not, it was a failure. A story that doesn’t bring in immediate response is not utilized further, then indeed it is a failure, but that is due to the person who implemented the campaign. There are countless ways in which you can effectively utilize copies of articles or tapes of programs you have appeared in. This media can be like gold if utilized properly. But this is where you really have to do both work and homework. This is the one area where, even if you have hired a media relations firm, you’re on you own.

Most firms will place you in the media and use your media appearances to interest other media outlets in interviewing you. But don’t rely on a media relations firm to fully maximize the various ways that your media can help your business or career grow. Be inventive and creative and to effectively utilize your media in as many ways as possible. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances. When writing or talking to the media, let them know about other segments or articles you have appeared in. Mention your media in your ads, flyers, newsletters, and brochures. Review your articles and interviews, and look for any particularly impressive quotes about you or your business that you can highlight in your ads or marketing.

If you have a staff or employees, teach them to use the media you have been featured in their pitches or conversations to both clients, and prospective clients. Teach your employees to utilize your media. If they are talking to a prospective client, patient, or customer, it never hurts to have them mention that you, your product, or services were featured in a magazine or TV program. Work with them; come up with ways to weave your media appearances into their conversations and discussions.
Copyright © Anthony Mora 2008
For further information visit:
http://www.AnthonyMora.com