Effective media relations is a cornerstone of successful book publicity campaigns. Although publicists and marketers play key roles in the process, authors must be productively involved to maximize the results. If you’re publishing a book, understanding the dos and don’ts of the process can be helpful and contribute to your success. Because media relations is a subset of the broader public relations discipline, it requires building and nurturing relationships with the media. Some of it is manners and common sense, but it’s always worth reviewing the important points to keep them fresh.
One of the first and most important things to remember when dealing with the media or a blogger is patience. You aren’t the only one they are dealing with, and they are doing you a favor by covering you and your book. It can take several days or a week to receive a reply from some people. Realize it in advance, and while you want to express interest, pushing won’t get you anywhere. Most people are stretched thin at work and may need to catch up at times. You can send a follow-up after a week but remain upbeat in tone. When it comes time to cover you or your book, you want a good relationship.
Be prepared when you reply to a call or email from the media or a blogger. It respects their time and makes you sound more together if you know what you want to say. Fumbling around or needing to call back after assembling your thoughts seldom makes a good impression. That said, if you’re asked a question and don’t know the answer, be honest and offer to follow up with the required information. If you are well prepared and ready with answers to other questions, it won’t make a poor impression if there is something you don’t immediately know. As long as you are helpful and cordial, it should work.
When working with anyone you want to persuade favorably about you and your book, it’s helpful to demonstrate your knowledge rather than say you are smart. When you are prepared with answers and key messages that show your insight and perspective, you’ll more easily demonstrate helpful knowledge. Telling someone about things can come off less favorably and make an impression you didn’t intend to give. Try to put yourself in the other person’s shoes and provide information or comments they will find interesting and want to share with their readers or viewers.
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