When it comes to your public relations campaign and your publicity calendar, what is important to remember is that the campaign starts before the book, with proper preparation and set up. You want to be able to take advantage of every opportunity, so being organized and having access to all the information you need is going to give you an edge over the competition.
Some dates to mark on your publicity calendar (besides your publication date) are:
Events and appearances: Record the dates for any readings or speaking engagements where you can promote or sell your book. Start as early as the six-month mark so you can have a postcard or business card made to pass out to audiences or potential contacts.
Pitching Magazines: In general, there is a four-month lead time for book coverage in glossy magazines, and even longer for features. You can try finding out on the magazines’ websites what their requirements are, but in the absence of any information, plan to approach editors four months ahead of your official publication/media date.
Pitching National Broadcast: Usually three months is enough time for most shows, but talk shows like The Dr. Oz Show or Steve Harvey could tape your segment and not air it for months. You don’t have complete control over this, but I recommend you get in touch with these outlets as soon as your materials, like your press kit and review copies, are ready.
Pitching Radio: Radio tends to book between two to six weeks ahead of time, and then there are those stations that will ask you to be on tomorrow. I like to start my radio work about four to six weeks ahead of time and if I’m contacting the station too early, I make a note to follow up at a later date.
The months following your publication date are for building on the media you get, making appearances at outlets or events, and new pitches. Keeping a written publicity calendar on paper, or in Outlook that dings when you have an upcoming event or deadline, is going to make your process a lot easier…and more effective!