 |
| Lisa Orrell, CPC |
As writers, authors, or a combination of both, we know how important PR and marketing is. Heck, we may even be doing it for our own clients!
But when it comes to handling our own brand-building activities, far too often it’s a case of the old saying about the shoemaker’s children going shoeless. We either don’t have the time or we don’t have the money to do what needs to be done—or worse, we don’t know what we are supposed to be doing in the first place!
 |
| Your Employee Brand is in Your Hands |
Three Ways Authors and Writers Can Get
Free Massive Media Coverage
- Don’t Make It General:A key strategy for pitching the media is to give them easy-to-digest “nuggets” that will benefit their target audience. Basically, GIVE THEM article or segment ideas; don’t give them a “general” Press Release about your new book and hope they’ll think of a reason to interview you. They normally don’t want to talk to you just about the book or short story.
The media wants key tips, interesting lessons, and compelling angles that come from your published piece, and they normally want that info provided to them by you. Don’t make them have to dig for it because they rarely will.
- Pitch the Right Media: Make sure the media you pitch actually reaches the target audience YOU want to reach! This may sound like common sense, but it’s not common practice. You have to create a targeted list of print media (i.e. magazines/newspapers), online media, podcasts, and Radio and TV shows that cover topics like yours.
Here’s an example: If you’re an Executive Coach who has written a book on leadership, don’t waste your time pitching ideas to a Top 40 radio “morning zoo-type” of show that primarily reaches young people between 14-21 years old. The Producers won’t be interested in your topic so they won’t book you as a guest on the show.
- Be the Squeaky Wheel: After you have emailed the media contacts your initial pitch, FOLLOW UP! This is where most non-professional PR people drop the ball. It normally takes more effort than just sending one email. The media gets pitched a lot so it’s important to send several follow up emails and even leave 1-2 voicemail messages.
Don’t think that you’re bugging them. You have to be the squeaky wheel sometimes to finally get their attention. Once you do, they’ll quickly tell you whether they’re interested or not. And please note that just because they’re not interested in your topic right away, doesn’t mean they never will be. You will now be on their radar and that can result in them contacting you in the future.