Getting
Media Attention for Your Book
Two
main ways to get attention by media attention for the author are:
• do something newsworthy and be
interviewed by the media, or
• capitalize on current news and
tie it into your book.
You should always be listening for news that might make your book an
important resource to anyone suddenly concerned with an
issue. Always have your media kit ready so that if the
opportunity presents itself, you will be ready.
Print
Media
More strategically, you can submit articles and lobby for reviews of
your book in the print media. Select those publications that
are likely to be interested in you and your book. Trade
publications are intended to be read by a particular business
sector. They are often in need of content from qualified
experts.
Continue to do press releases as situations warrant. You
never know when a major sales opportunity may present itself, and it
may be months or years after the release of the book.
Any reviews you receive should be posted on your Web site and are kept
with all the other publicity effort results. Positive reviews
can be positive for sales. But even negative reviews help you
to create a better next edition.
Broadcast
Media
When, as an author, you have the opportunity to do a radio or
television interview, you want to make the most of it.
Interviews can be fun and afford an opportunity to really connect with
a large number of potential readers. Here are some quick tips
on doing interviews:
1. What to do before the interview:
-
Know what you want to accomplish and
what messages you want to convey
-
Practice answering questions with a
tape recorder to refine your message and get comfortable with your
answers
-
Create lists like “the top
three ways to connect with your audience” with stories that
listeners can relate to and remember
2. What to remember:
- Day and time of the interview
- Who will call whom (and a telephone
number to call in on if you are to call the radio show)
- Whether the show is live or taped for
later use
- Who the audience is for the show
- Length of the interview
- The best way for the audience to buy
your book
- Whether you can get a copy of the
interview after it airs
3. What to send to the producer interviewer at least a week before the
interview:
- Your bio
- Five to ten questions you’d
like to be asked
- The name of your book and where it can
be purchased
- Any major testimonials or endorsements
for your book
- Your Web site URL
- Your telephone number and a backup
number in case of an emergency
Be a
Memorable Guest for an Interview Show
The best way to be invited back or to get additional promotion is to be
a well-liked guest. Here are ten suggestions to help you make
that happen.
• Know your core message and
show that you value your audience. You will probably only
have time to convey two or three major thoughts, so pick those
carefully.
• Give the interviewer something
to work with. Bring up topical issues that relate to current news.
• Don’t sell your book
or other products—sell yourself. Let the
interviewer sell your book.
• Let the interviewer lead, and
keep your answers short so there will be interplay between you and the
interviewer. Stories are entertaining, but they must be short and to
the point.
• Smile and exude
energy. If you aren’t excited about your topic, the
listeners won’t be either.
• Refer to your notes, but
don’t read from them. The interview should be a
natural conversation.
• Allow no dead air. If you
can’t remember the answer to a question, answer another
question. Also, don’t say “Yes” or
“No,” with no explanation; keep the conversation
going.
• Don’t talk over the
interviewer. Wait until he or she has finished the entire question
before answering.
• If an interview is taped for
later use, don’t mention dates like holidays, the weather, or
other subjects that could let listeners know you aren’t live.
• Your credibility is dependent
on sound with a radio interview, so don’t talk too fast or
too slow, and use a powerful voice. Stay away from foods that coat your
throat (like colas, chocolates, and milk) in the hours before the
interview.
Make
Your Interview One to Remember
You’re on the phone, and you’re ready.
Even if you’re well prepared there are some things you can do
to stay focused and minimize the problems that can interrupt your
success:
- Talk on a land line, not a cell phone,
cordless phone, or speaker phone so the sound will be clear. Disable
the call waiting feature on your phone.
- Be in a place where you won’t
be disturbed by background noise from kids, pets, and doorbells.
- Keep your book and any key points in
front of you. Arrange the notes so that you won’t have to
make noise shuffling them during the interview.
- Take notes while the interviewer talks
if there are points you want to remember to make in your answer.
- Write a note to yourself in a place
where you will see it during the interview, saying, “Smile
and Have Fun!”
- Prepare a
“clincher,” which is a closing remark for your
audience, in answer to the question, “Do you have any final
words of advice for our audience?”
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