I have heard directly from book review editors that they toss the materials that come with review copies. I have also had a radio producer chastise me for mistakenly not sending a press packet with a book. Clients have asked me if press releases matter anymore: “I mean does anybody really read those things?” The short answer is “yes”: there are media, booksellers, librarians, academics, etc. who actually do pay attention to an old fashioned press release, and you have no way of knowing who is going to insist on having one and who isn’t. So in my opinion, I wouldn’t sacrifice this tool just yet.
Here are five practical reasons why:
- The Core Message: Press releases are different from any of the other copy you will use to market your book. Some of the words may be the same as what you have on the back of the jacket, but the release is supposed to achieve a few things including delivering the newsworthy or unique aspects of what you are presenting; giving the reader an idea of why you would be a good interview subject; and a relatively brief synopsis of the best points of the book (or product depending on your industry). If you want to read some examples you can check out these links on our website:
- Press Approved Copy or When Your Words Come Back to Haunt You: This is my favorite. First of all the copy on your release is assumed to be vetted and usable for the press. It is likely that one outlet or another will actually lift the synopsis or even the entire release and reprint it online or in the newspaper. The first time I saw this it was a little weird, but the words on the release, by the very nature of what the document is, are fair game for repurposing.
- SEO Optimization: Having the release available on your website, your publicist’s, publishers, etc. gives you more real estate online and can offer more search results. You will notice a search for your book brings up Amazon.com and other big properties first, your publisher, and even our website can appear on the first or near the top of the second page. It gives you more power online when there are more references to you and your work.
- The Pitch Package: So many people interact primarily on email these days, so there is a bit more “room” to present the best aspects of your book. As a standard practice we write pitches according to which people we are sending them, and we paste the press release below so the media contact can choose to learn more. In the past we would send a cover letter with the press kit which constituted the pitch, and I know that today all of those pages won’t get read in a mailing. The release is an informational supplement that provides another tool for marketing. If a contact only wants to read three sentences, fine. If more is desired, it’s all there in the email.
- Standard Practices: More people want to see a release than not, and it’s part of the public relations/media relations process. In addition, your booksellers, event coordinators at higher end venues, librarians—they want to see the meat of what you are selling without having to read the entire book. Having a press release gives you a more serious, professional persona when you are marketing your book. It says, you mean business and people should pay attention to you. Don’t sell yourself short.
The other more esoteric reason for the release is that it is an opportunity for you and your publicist to come to an understanding of what your intention is about your book and its relevance. You may also discover some things that are unclear about your work, or an interpretation that is not at all what you meant. It’s important to come to terms with how the book will be presented and what the selling points are. It’s super competitive out there, as you know, and you want to make sure your work is getting the attention it deserves.
I am a fan of the old saying “the early bird gets the worm.” Corny, yes, but still very true and effective. It isn’t always possible to be out in front of the curve, but when you can plan accordingly it is a simple way to help ensure the success of your book’s publication. When hiring a book publicist, it is best to secure an expert four to six months ahead of publication–if you are publishing with a traditional publisher. Allow me to break this down.
Your book is in the final editing stages, or it’s about to go to press for bound galleys or ARCs (advanced reading copies)–now is the optimal time to have a publicist ready to start in on your campaign. Why? First of all your publicist needs to read your book, and work with you on a plan and strategy that focuses on the general target audience for the book as well as niche markets. When the galleys come in, you want to be able to send them out right away to the media.
Most publications, especially magazines, require a lead time of four months in order to prepare a review. The review copy has to be received, accepted, sent out for review, the review needs to come in, and space has to be allocated in that publication for the piece. Book review sections in newspapers these days are small and you want to give the editors a chance to take a good look at your book for consideration. If it comes in too close to publication and you aren’t John Irving, you may end up tossed to the side, just because of timing. Bloggers too will get “booked up” and won’t be able to give your book attention for the month of publication if you don’t get them the book with a good solid three to four months lead time.
Ideally you want reviews or articles about you and your book to appear when your book is available in stores and online, especially when there are special marketing programs in place that put your title front and center for consumers to see and buy.
As far as television and radio are concerned, there is a bit more leeway, but keep in mind that a national television show is going to need time to consider your topic and whether or not to have you as a guest. If you are not a recognized national “name” then it may take quite a while to get a break in a major broadcast venue, if ever, but you still want to have the time to give it a shot.
If you are hoping to set up events with booksellers, your will also need four months to book an event, and this chunk of time may be even longer if you are trying to get into a very competitive store during a busy month of book releases. Book festivals and conferences do their planning six months to a year in advance.
There is so much about marketing a book that is hard to quantify and qualify, but if you give yourself a head start, you will be able to get your book in front of the right people at the right time and if Plan A isn’t working, you will have enough time to shift strategy and still maximize the benefits of a publicity campaign.
Up next news and recommendations for self-published authors looking to hire a publicist…
Do you know what a book publicist does?
At lunch with publicist friends, there’s one question that we always seem to come back to: does anyone in this business know what we actually do? Yes, yes, every author says they “want” a publicist, but how many authors, and those who work in publishing, actually understand what a publicist does and, more importantly, what can reasonably be expected from their publicity campaign?
People in this business still assume that the only good thing a publicist does is book appearances on Oprah or The Today Show or Good Morning America. Even though this circuit is outdated—Oprah’s show is off the air, GMA is closing in on the Today show’s ratings, and The Early Show just went through another reorganization—people in publishing still think these are the rounds a publicist makes. This needs to change.
I came into the publishing industry accidentally, and took to the role of publicist quite naturally; I’ve been doing it for 15 years. I’ve worked on campaigns for everything from children’s books to adult trade; cookbooks to philosophy; literary fiction to self-help—and I’ll tell you, as I’ve told everyone who has ever worked for me and with me, making a book is a long, difficult process. Nonetheless, when there’s blame about how the final product fares in the market, it often seems to fall on the publicist. Why?
Why would an author take his frustrations out on the person most directly linked to the consumers in the promotional process? Why are the notions of what a publicist does so cloudy? And why, in an era where lack of publicity is repeatedly cited as a major reason books fail, are so many publicists with years of experience struggling to keep their jobs?
Blame it on the digital revolution. Blame it on the homogenized media culture.Blame it on whomever, or whatever, you choose. One problem, aside from the difficulty of getting good publicity for a book, is dealing with misunderstandings about what a publicist can reasonably do.
Right now there are still two overarching umbrellas that classify book publicity campaigns. There are the “big” books that are positioned and sold to the “big” traditional media, and there are all the other books which, well, aren’t sold to the “big” traditional media. And when I say this, I’m not saying all of the other books don’t warrant the same attention as the big books, or that they won’t get a national break, or that they are lesser in any way. I’m saying that, still, there are basically two tracks we think about, and that’s a problem.
That not every book will be right for the “big” media spots is one problem, but it’s a reality. Too often, though, there seems to be anger about not getting those “big” spots instead of an open admission that there are lots of great press hits to be had on smaller outlets and in nontraditional ways.
There are hundreds of television, print, and radio venues, just like the old days. But now there is the Web and there’s social media. You can do viral campaigns. You can give away content in the form of actual books on blogs, or digitally in chapters on any and all Web sites.Can you, the publicist, work with online marketing to coordinate a campaign using some of these tools? Yes. Do you need to know even more people than ever before, collecting contacts like a paper clip magnet? Yes. Will you be able to do this for every book on your list? Probably not. But it would help if these “nontraditional” campaigns stopped being tagged as such. Book publicity is no longer about organizing a “big” or “small” campaign, and publicists know this, but the rest of the industry does not seem to have quite caught up.
So if you are a book publicist like me and one of your more irascible authors is quoted in New York magazine basically saying that publicists are worthless, close your eyes, count to 10, and remember that you have the power and the skill set to go out there and brave a new frontier of media. You will do things that haven’t been done before, and while you accept the well-deserved pat on the back that so rarely comes your way, you can take comfort in the fact that others are quietly saying, “How did she do that?”
(This article was originally published in Publishers Weekly titled “Do You Know What a Book Publicist Does?” and online here.)