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Want to reach the traditional media with information about your book? It's easier than you might think! You'll need stellar media releases, a well-developed media kit, and a well-stocked media room on your website.

 

   
  See these articles for more information on PR and Media.
   
 

Public Relations (PR)

   
 

There is a distinction to be made between publicity and PR.  

 

According to master marketer Seth Godin, the two are different, and PR is the much more important focus:

 

Publicity is the act of getting ink. Publicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion. Sometimes publicity is helpful, and good publicity is always good for your ego.

 

But it’s not PR.

 

PR is the strategic crafting of your story. It’s the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.

 

And then there are the folks over at CopyBlogger, who make the following very clear distinctions between public relations and publicity:

 

Public relations implies that you have a public to relate with, and that’s who you are speaking to.

 

Publicity is something that helps you connect with people who don’t know about you yet, or those who may have heard about you, but are still on the fence.

 

Here’s YOUR challenge:

 

  • How will you craft YOUR story … as an author and an expert, about the process of writing your book?
  • How do you want people to think and talk about and interact with you? 
  • What are you doing NOW to begin infusing that story into your public’s psyche?

 

If you don’t know the answers to these questions yet, it’s high time you start working on them!

     
 

Media Kits

 
     
 

If one of your PR goals is to get on local, regional, or national TV or radio to promote your book, a media kit is an essential tool. A media kit contains the materials that convey to a producer, booker, or programmer the relevenace of your book. Spend the money and/or take the time to create a high-quality, professional media kit.

 

Remember how many other authors and speakers are vying for the same airtime and program directors’ attention. You want your media kit to be thorough WITHOUT being unduly long or burdensome for the reader.

 

Elements a good author media kit contains:

 

  • Table of contents
  • Personalized pitch letter (Send this only if you are mailing the media kit to a specific person.)
  • Author bio
  • Author head shot
  • Image(s) of the front and back covers
  • Q&A (Write out suggested questions for the interviewer – with anticipated response times.)
  • Reviews and praise for the book (Do not include questionable or negative reviews.)
  • Media coverage you’ve already received (Include dates and article/show titles – links to the same, if possible.)
  • Media release about the book launch
  • Short excerpt of your book (It may be a good idea to include a sample of your writing – but keep it SHORT.)

 

Click on the thumbnails belwo to see the pages of a sample media kit that is succinct, yet works to land radio, TV, and Internet media opportunities:

 

Media kit sampler- p. 1     Media kit sampler- p. 2     Media Kit sampler- p. 3     Media kit sampler- p. 4


 
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 So what should you DO with your media kit?
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  • You can put together your own list from media websites – but this will take some time, and you won’t always get the most accurate info from a website.
  • You can go to your public library and put together a fairly reliable list using Bacon’s Media Directories.
  • You can buy a media list – but check the validity of the source first and be prepared to pay, possibly a lot of money.
  • You should add it to the Media Room on your website (more about this in an upcoming post).
  • You should have it ready to send out to anyone who asks for it.

 

Remember, you don’t need to hire a PR firm to make an impact – you just need to create professional documents and then have the willingness and determination to send them out!

 
     
 

Ready to begin? Let's Get Started NOW!

 
     
 

Media Room

 
     
 

A media room is not an actual room, but the virtual space (usually on your website) where you aggregate all of theA media room will make you much more attractive to reporters, editors, and bloggers. things that would be interesting and useful to any sort of journalist, blogger, or author who might be using your website to learn more about you. After your home page, this is the spot where you want your website to shine!

 

What kinds of things belong in your media room? High resolution photos, your bio, your book cover blurbs, reviews, links to any interviews you have done, and the like. Now don’t worry if you don’t really have all of those things collected. You’ve got to start somewhere, so begin with what you do have, and add the other items as the PR campaign for your book grows.

 

 
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What are the benefits of a media room?
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Rather than having to navigate all over your site, having all your media materials collected into one space makes them easy for a reporter to find, which saves them precious time either looking for them or contacting you.

 

A media room can also bolster your SEO, giving you a place to constantly update your site with relevant new content.

You can either host and manage this on your own site, or pay a third-party company like PR Newswire to do it for you. While a third-party site might be slightly more professional looking, you’ll have more immediate access and control if you (or your webmaster) do it yourself.

 

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  What should go into a good media room?

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High Resolution Photos

 

  A good head shot, first and foremost.

 

This will preferably be a picture of you by yourself (not holding Fido, a fishing reel, or at your laptop, unless your book is about dog training, fishing, or Internet marketing). Make sure you are smiling or have a pleasant look on your face. The background should be neutral (no nature shots). Be sure your eyes are open – not tiny slits – as so much of your personality shines through your eyes.

 

Even if you HATE being photographed, you need to get this picture taken, both for the book itself and for your media room. You needn’t hire a professional photographer, just someone who can capture a friendly shot, chest up or head only.

 

  Your book cover (front and back)

 

  Any other relevant images.

 

Make sure all of these photos are good quality and high resolution (300 dpi) so that they will reproduce well in print, as print reporters will require high-quality images and those who don't need the larger images can reduce them for their use.

 

Your Media Kit

 

Granted, your media kit will contain a lot of what is included in the media room, but the one you put in your media room will be a shorter version that you update less often.

 

Media Releases

  

Include PDFs of all media releases you (or your PR team) have written about your book, your launch parties and book signings, events you’ve attended, etc.

 

Videos

 

Include links to any videos you have created about your book, like your book trailer. Third-party videos, such as interviews, will likely go into the Aritcles and Interviews section of your media room.

 

Articles and Interviews

 

This is a collection of any third-party coverage you have received, including articles, radio and TV interviews, podcasts, online chats, etc. The easiest thing is to use links to the sites where they are hosted – but make sure to check periodically to be certain the links remain live. Some news organizations disable links after a certain period of time. There’s nothing worse than having a reporter be interested in learning more, only to find your links don’t work.

 

Reviews

 

Much like the Articles and Interviews, this is a collection of reviews you have received – but you want to set them apart specifically as REVIEWs. Whether they were in print publications, online publications, blogs, or other places, include links to each of them, placing the most current at the top of the list.

 

Awards and Endorsements

 

This media room is your chance to toot your own horn – LOUDLY! Include all awards, endorsements, and acknowledgements that in any way further establish you as a credible author. For instance, should you mention your award as Home Room Assistant of the Year at your child’s school? Absolutely – if your book is about parental involvement in their children’s education!

 

Catalogue Page/Listing

 

If you have a traditional publisher, chances are good that your book was included in their print or online catalogue. Include a PDF of the printed page that contains info about your book, or a link to the online version.

 

Bio and Credentials

 

Include a brief bio of yourself that you would want to see reprinted in an article. It should be short, but thorough enough to give a radio interviewer sufficient information to introduce you properly.

 

Schedule of Coming Events

 

If you’ve got readings, book signings, and or workshops booked, include a list of those in your media room.

 

Personal Contact Info

 

Make it easy for visitors to get in touch with you! Include your name, e-mail address, social media handles, business mailing address, and business phone number.

 

For a look at an author with a good start on a media room, please visit our client's site: AmaraCharles.com.

 
     
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GETTING STARTED
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  Are you ready to start promoting your book (or business) to the local, regional, or national media? Let us create a dynamic media kit for you and/or help you build a thorough media room on your website. We'll also help you create a stellar media releases that distribute your information to the proper news organizations.  
     
 

Ready to begin? Let's Get Started NOW!

 
     
 

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LAURA ORSINI | Freelance Writer | Editor | Designer | Marketer | Social Alchemist | BLOG


Laura
@WriteMarketDesign.com 602.518.5376 PO Box 40273, Phoenix AZ 85067

 

 

 
 

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