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How To Use Public Relations
(PR) for Book Marketing and Promotion
Public relations (or PR for short) is one of the most
important – and powerful – parts of successful
book marketing and promotions. If you don’t believe in the
power of public relations and how the media can turn an unknown book
into a bestseller, one only needs to look at what happens to a book
featured on Oprah Winfrey. Get your book mentioned on her show and you’ll
sell a million copies. That’s the power of the media and PR.
Of course, getting on Oprah is the dream of almost every author, and
while you should try to get on her show, that should not be your sole
focus in terms of book marketing and public relations. Rather, to really
be successful at marketing and promoting your
book, you need to utilize a range of strategies and methods, most
of which more often then not involve some form of public relations.
In fact, public relations can be your most powerful tool for creating
awareness about your writing and selling books. So early on, while you’re
still in the final editing stages, start making lists of media outlets,
cashing in on contacts, making calls, and sending out e-mails. Remember,
you don’t just let the media know when the book is done, but rather
you let them know when it has gone to press, when review copies will
be sent out, when you are available for interviews, and so forth.
Public relations works because it’s got credibility.
Instead of a paid ad, people see journalists or news editors reviewing
your book, or talk show hosts who have chosen to have you on their show
because they liked your book. Media exposure carries tremendous weight
with book buyers. Most people don’t buy a book randomly. Instead,
they have most often heard about it – or you – before, either
in a magazine article, newspaper column, blog review, radio interview,
or on the television.
Below are some of the PR avenues you should pursue in your book marketing
and promotion efforts:
• Reviews in any and all publications; print and online.
• Features in print and online publications.
• Radio interviews.
• Television interviews.
• A regular column in a magazine or newspaper or online.
• Speaking engagements.
• A role as an “expert source” for one or more journalists.
• Sending out media press
releases about your book, and you as an author.
• Tying your book to a charity or cause.
Most PR begins with your press kit, which is the same as your book
reviewer package. Basically, its a snazzy folder that contains the
press release about your book’s publication, a bio of you, your
sell sheet, and any press coverage you may have already received; you
can also include a photo or multimedia video of yourself or some contextual
photos or video clips that relate to your book. Once you’ve created
your media list, send the press kit to the key contacts at each paper,
magazine, TV, or radio station on it.
But don’t stop there. PR is about relationships, and you’ve
got to strike the right balance of “eager to help” and “respecting
your time.” Follow up your press kit with an e-mail in a week
or so, and stay in touch. Offer story ideas or to be quoted for a feature.
Make yourself an asset to journalists and editors and you’ll be
surprised at the results.
Finally, remember to always include your website or blog in your emails
(see email signature)
and marketing materials, and always get reprints, videotapes, etc. of
your press coverage to use later.
If you learn to use the media and public relations, you’ll have
a multitude of opportunities to promote your book and your writing.
The more opportunities you have, the more books you are likely to sell,
and the closer you’ll come to becoming a successful independent
writer and author.
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