Last week I had a unique opportunity, especially for a publicist.  I was asked to step out from behind the curtain to offer my knowledge and expertise about publishing on national television!

It was the “Today Show” on NBC. I’ve booked and escorted many, many authors to this show over the years.  For some we’ve prepped with four hours of media training.  For others who may have had media experience, we would coach them on making sure to mention their book, issue, or idea, even if they weren’t asked directly.   We tell them what not to wear (black, white or red), and that we will see them in the green room before the segment. Simple.

Well guess what?  It’s not that simple, and I’ve secretly known this, but to actually live it is an entirely different story.  So here are the highlights:

Monday afternoon: Producer friend and colleague asks me if I know about self-publishing to which I answer “yes.”  After checking with me to make sure I have been on camera in the past, she sends me to the segment producer for a phone meeting to make sure I can answer the questions related to the segment.

Tuesday morning: While waiting for a train to NYC, I talked to the producer for about 25 minutes and filled her in on my perspectives.  She said it was a go if I would be available tomorrow–STOP!

(Did she say tomorrow?  You mean I won’t have time for a haircut, manicure, or TV segment clothes shopping?)

Wednesday morning: Head to the studio in a town car that picks me up at 8:00AM.  Arrive at studio.  Hustle into hair and makeup and see the show is starting.  First up, reality TV show stars who are parents with “alternative” parenting practices–all of us in the makeup room groaned.  Next, a fuss about where the Franklin and Bash actors are and if they have shown up.  A quick check on the walkie-talkie finds all is well and Franklin and Bash are “makeup ready.”

I stare into the mirror and think, I really need a haircut and why is my hair looking like a football helmet?

Still Wednesday morning: We are ready to go on. Kathie Lee Gifford and Hoda Kotb have arrived.  I and my co-guest (who is really the main attraction, a self-published author and wonderful person: Donna MacDonald) sit on the bar stools on set. I run my answers through my head and check to make sure that I’ve crossed my legs in the optimal position for those 10 TV pounds.

When we go live the first bit is a taped segment then a question to Donna.  Now a question to me.  Then a question to Donna.  And…

The segment was over.  They had run over on the earlier bits and we had to rush through and get off the set to make room for the finale.

And still Wednesday morning: I am returned home in the car.

I wonder: What did I say? Was my 30 seconds of fame alright? Will my comment spark any interest or inspire?  Was it worth doing?  Did I blow it?

In essence a thousand thoughts run around in my head, the ultimate one being that as a publicist who has “done” this hundreds of times, I should be an expert.  But I will tell you that it is definitely an experience that is only learned through experience.  Yes, I had many tools and a lot of information at my disposal, more than the average person might have.  But it is not easy, not simple.  It is building yourself up for a main event, and then coming down whether it goes according to plan or not.  The fact that I often bustled my charges on to even more interviews after this one is a testament to their endurance.  I wanted an ice cream sundae and a nap.

Friday: Haircut, thank goodness.

You can see the clip on the NBC “Today Show” website here.

You just booked your first live TV media appearance for your publicity campaign! This is exciting! But you’re also starting to feel a twinge of anxiety. The only media experience you’ve had has been over the phone in your pjs.  No one was there to inspect you outfit, your makeup, your posture, yikes!

One of the first questions we are asked by our clients when we book them on television, whether it’s local or national, is “Do they do my makeup in the studio?” and “What do I wear? Do they provide me an outfit?” Unless it’s for a national talk show, the answer is almost always going to be (a disappointing) no to makeup and for all shows no to a predetermined outfit.

Since most TV interviews will not provide makeup services, make sure you arrive makeup ready. Don’t be excessive and heavy—wear what’s normal for you, make sure to apply foundation to even out your skin tone (men and women), and get a solid amount of sleep so you don’t look tired or worn-out on air.

Dressing for live television is not as complicated as you may think—before trying on a multitude of outfits, step away from the closet and think about how you want people to see you. How you look for your interview mirrors how you want to be perceived. For example, if you want to be thought of as serious and authoritative, a suit would be your best option; if you want to be seen as funny and warm, a more casual outfit can work.

Some tips on what to wear:

• Dress conservatively—don’t wear clothes that could be distracting.
• Mild patterns, but not striped or vibrantly colored busy ones
• Neutral colors and earth tones

Do not wear:

• White, which makes you look invisible
• Red, which looks fuzzy on camera
• Black, which washes you out

The best way to settle any nerves you may be having (and swat away those butterflies) is to prepare yourself as much as possible beforehand. Sometimes producers will send you the interview questions the day before, sometimes not. When it comes time for the actual interview, stay calm and remember why you’re there—to discuss your new book or idea! You also want to:

•  Make sure to define your key message—what do you want to tell the audience?
• Show passion in your subject matter, but don’t be too aggressive
• Be positive
• Remember to practice your answers if you are given the questions beforehand. If not, brainstorm the likely questions and practice answering those.
• Use your publicist as a resource, remember that’s what he/she is there for!

Now that you’re ready, take a deep breath, relax, and smile for the camera!

What happens next? —A question I am asked all the time when it comes to a publicity campaign for a book, especially from new authors and clients. It’s time to lay down an outline of the process so you are armed with enough information that you can move on to other things on your list.

Let’s think back to economics classes where we used the infamous widget to represent all products and publish our own “mock” book called The Widget World Guide, which has a publication date of August 12, 2014, six months from now. Your have a publicist, Jen, whom you’ve hired or been assigned by the publisher. Now what?

First, we work backwards from the publication date in order to plan out the campaign with some facts in mind:

• Magazine and trade publications are considered “long leads” and their lead time is anywhere from four — five months.
• Newspapers and blogs have shorter leadtimes, but still like to have time to consider books, so let’s say they need 3 — 4 months to look at your book for review. Features consideration is tighter and can happen 2 months ahead of publication.
• Radio can be pitched 2 — 3 months in advance depending on the program.
• National television, like morning shows, may need up to 4 months.
• Event planning in bookstores needs to happen at least 4 months ahead of time to get the best stores.
• Lectures and other speaking engagements are booked at least 6 months to a year or more in advance depending on the venue.
• So with this information in hand, here is a tentative calendar of to do items for Jen leading up to The Widget World Guide’s publication in July.

PUBLICITY PLAN
THE WORLD WIDGET GUIDE
PUBLICATION DATE: JULY 12, 2014

FEBRUARY

• Consultation with author to go over the plan and discuss author’s contacts, social media profile, and to brainstorm ideas.
• If author does not already have social media accounts, create them and work with author on populating content.
• If author has a blog or wants to blog, discuss ways to maximize the effectiveness of content.
• Ask publisher/author if and when there will be advance copies of the book to send for review consideration and media outreach.
• Reach out to off-site venues for events if applicable

MARCH/APRIL

• Prepare press materials
• Prepare media lists
• Send out mailing of review copies/press release to long leads, national media, and book review editors
• Set up bookstore events if applicable

MAY

• Start follow up with newspapers and blogs
• Follow up on long lead mailing (magazines, trades, nationals) to secure reviews/interviews three weeks after mailing has gone out.

JUNE/JULY

• Continue contacting and firming up plans with long leads, newspapers, nationals and blogs.
• Schedule any travel arrangements for August events.
• Send out press release and event announcements to local media in event markets.
• Book local media
• Follow up with regional radio programs and book interviews
• Create and maintain schedule of interviews and appearances

AUGUST

• Confirm interviews two days prior.
• Send links of reviews/interviews to author and publisher
• Pitch additional media
• Continue follow up on any potential coverage that has not yet come through

The scenario above is the “ideal” time frame given that materials are available in advance and everything goes as planned. I’ve also left out many specifics that would be for your individual campaigns. This is meant to be a “guide” not the manual on how to mount a campaign.

So having stated all of those qualifiers, I hope this is helpful to people starting out in the process. One thing about publicity and public relations is that there is no “one way” to do things after everything is said and done. Each book/campaign requires analysis on an individual level and a good campaign will be one made especially for you. But we do know that media operate on deadlines and there is a lot of competition. I like to be ahead of the curve and get out there as early as possible, but I’ve been doing this long enough (nearly twenty years at this point) to know that a good PR person will shift strategy and compensate when she has to in order to make sure her client is going to receive the maximum coverage and have the best possible outcomes.

I’m going to answer the many requests I’ve received to try to shed some light on how much it costs to hire a publicist.

The short answer is fees vary mainly according to the services offered and the size of the firm you hire, but one thing I will say that for the most part it is a commitment that will likely run you thousands not hundreds of dollars.

I’ll address size first because that’s pretty easy to explain.  I don’t think I need to tell you that if you were to hire one of the big international New York-based firms, you would be talking six figures and you would be getting a lot more than just a publicist–it would be a more holistic public relations campaign that includes marketing, messaging, and more.

Then there are specific book and author-related firms that have offices in major urban areas that probably will charge a significant project fee to start.  Any services like event and media booking in tour cities, social media outreach, etc. are billed additionally.  On a book-by-book basis the contract will be set up for a certain period; they will provide written memos throughout the campaign with a final wrap-up at the end.  Generally speaking these firms (and some of the owners are friends) have been around for a long time.   They are very thorough about their media relations and have good reputations.

Now let me turn to the services aspect of hiring a publicist, because this is where the rubber meets the road.  There are people and companies who offer individual “a la carte” options for campaigns for less than what it would cost to do a full campaign.  Some of these are:

• Sending your book out to a specific list of reviewers.
• Sending a press release out to select radio, tv, print, and online producers and editors.
• Radio tours with a guaranteed number of interviews scheduled.
• Blog tours with a commitment on the number of reviews that will be posted.
• Media training.
• Individual market campaigns, such as a firm that specializes in booking Los Angeles or Chicago media and events.

In order to minimize your costs you may only ask for a mailing or a blog tour.  But you need to understand going into the deal that other things you may want or need for your project, you will have to figure out for yourself or buy more services from the same or some other company.  Some of the businesses that handle these jobs are online-based and you may never actually speak to a person.  This is how they keep their prices in the hundreds, by offering specific services to a large number of clients at once.

If you hire a boutique public relations firm that specializes in books, authors, or spokesperson branding, you will likely either pay a project fee or a retainer on a monthly basis.  It will depend on what you need and how much you want the company to do for you.

A full campaign can include social media monitoring, strategy, and outreach; customized press kits; media relations for tv, radio, print, and online; events; single market media bookings (like tour markets); marketing to associations, libraries, universities, booksellers, etc; and any other great ideas you and/or the agency devise.

The costs related to the kind of relationship with a client that includes individual attention, phone meetings, flexibility, and what I consider to be a long term, quality connection between the client and the firm will definitely run several thousands of dollars.

The main considerations for you  to ask are: What kinds of services do you need?  What kind of relationship do you want to have with the company you are working with?  How much work can you do on your own? What financial resources are reasonably at your disposal?  Can the company you want to work with negotiate with you to give you the best array of services at a price that is mutually agreeable?  And also, can you purchase specific services from the same company that will give you the best of both worlds–a more personalized campaign and lower costs.

Remember that public relations is an actual skill, and although they teach it in universities, the best way to learn is by doing and from experience, and the level of knowledge your person has will be a factor in what it costs.  It also takes a lot of time and although it is sometimes very hard to measure results, rest assured the time and labor is being spent.  I think the most important quality your representative should have is a commitment to you and your work–advocacy.  This person and/or company is going to help you gain exposure and in the event of a book promotion, will actual introduce your book to the world in interesting and exciting ways.

So when you are looking for a publicist know that the old adage rings true here as well– “you get what you pay for”–and if you are looking for someone who is going to work hard on your behalf, it isn’t going to be cheap.