Independent Publicist

What does a publicist do? An independent publicist does everything from writing your condensed biography and *press release to compiling press kits and sending out review copies of your book to the electronic (radio and television) and print media (newspapers, magazines, newsletters) as well as to other organizations or specialty markets. Others market via the Internet, the fastest growing marketing arena for self- or P.O.D. published authors (as well as all others too!).

If you have the budget, some may arrange advertising placements, book tour dates and book signings and oversee arrangements for flights and hotels. Some will follow up with each venue booked to make sure they have ordered stock and are ready for your appearance. Many will research alternative resources and devise specialty mailing lists for your specific niche market. But the primary function of the publicist is to garner media placements---that is----they attempt to land interviews and/or feature stories about you and reviews or features for your book wherever they can.

*Important information about press releases:

Although there may be exceptions to the rule, this is a general description of what the press release is and what it should do. A book press release should concentrate on factual information, be non-sensationalistic or pretentious (leave superlatives to the recipients of your press release, then you can always use an impressive quote as a blurb to include on the next version of your press release) and cover the who, what, why, where, when and 'so what' of answers that a journalist or interviewer would want to know---the major points of interest about your book presented concisely in simple language. A catchy book title can say it all. When it doesn't, one can use a more impressive subheading as a way to draw attention to the book, but avoid being too cute, making unsubstantiated claims, or sounding too tabloidy---it may appeal to you and your friends, but a serious journalist, reviewer or interviewer, more than likely will be turned off by that approach. After all, it is their business to assess what is unique or newsworthy about your book.

There are a variety of documents that can present your work, and confusion about their purposes abounds. There are pitch letters with suggested story angles, topical or area-specific press releases, a Calendar of Events listing sheet, a Q&A, your bio, media alerts and even the "news story" press release geared for smaller media outlets such as your community newspaper that will reprint your press-release-as-news-story as is. To learn more, pick up a copy of Jacqueline Deval's book Publicize Your Book, an excellent resource for authors interested in being in the loop about PR and for those who may wish to take on their own PR.

Do's and Don't of News Releases by Paul Krupin

To read this helpful article, please, click here.

Publishing Company Publicist

More often than not, the publicist assigned to you through your publishing company does many of these things. But let's be clear. It is their responsibility to write a press release and to send out galleys to selected media (anywhere from 50 to perhaps 100 copies or more). They may provide posters for your book signing tours and special appearances. Sometimes they have the budget to supply advertising money for co-op advertising with a particular bookstore. However, this is usually the extent of what they can do for you unless you're an A-List author.

In case you take this to mean they don't do much, please keep in mind that most publicists with book publishing companies are doing the work of three people all the time. They have their assigned priorities and budget. They work with many authors at one time, and cannot devote the time, energy, and coverage you may think you deserve.

Expectations and Reality Check

It helps to have realistic expectations. You're excited. You've been published. You've got extra support from your publishing company. So why aren't you getting reviews, feature articles, and interviews? Why isn't your book flying out of the bookstores. Why aren't you on Oprah?

You've heard of an author who landed on the New York Times bestseller list within weeks of their book being released. He's with a small publishing house. He hasn't even been on tour yet you've seen him on three major talk shows. Everyone's talking about him. Moreover, you've read the book and it's not as good as yours. What gives?

You have an excellent press kit, great photo, wonderful website and blog, and snappy visuals. Your publishing house has done all the right things: sending out galleys to all the pertinent media, great marketing support materials (posters, postcards, buttons, etc.). They sent you on a fifteen-city tour with advertising support but no major reviews and sales have leveled off!

Sometimes the media respond very favorably to a particular book, clamoring to do interviews. Word of mouth on your book spreads like a brush fire in a dry New Mexico July. Your publicist's phone is ringing off the hook. You're on your way. This is what we all hope for.

Sometimes the phone is silent. Follow-up phone calls are not returned. Although you and your friends, your editor, agent, and publicist know the book is a masterpiece, sometimes it just does not happen. You can go crazy trying to analyze the hows and whys of it.

Such is the nature of publicity. In a tangle of bookstores, advertising dollars, distribution, book signings, misspelled posters, and the dreaded "Silence of the Press," you find yourself wondering if your book will ever catch on the way that you envisioned it. Don't give up. Whether by a slow but steady buildup of fans, Internet presence, local press, city-by-city book signings, or receiving a sudden burst of media acclaim, you and/or your publicist can make a difference.

One of the most difficult aspects of being a publicist is the fact that we usually cannot guarantee anything other than making our best effort. The media does not take direction from us. We submit the materials, make the contacts, pitch themes and ideas that we hope will hook the media. You can pay anywhere from $500.00 to $8,000.00 per month. Some publicity firms have numerous staff and can make a limited guarantee. However, those firms must charge greater fees for their campaigns. They have staff with experience in setting up radio satellite tours, print media, and television shows. Since several people are involved in setting up the campaign, they have to charge in the thousands of dollars for their time and expertise. But is your book and you need to do all you can to make it happen.

So much can depend on the genre, timing, content and its relation to current affairs and trends, what subjects are deemed hot, and what comes across the media's desks at any one time--remember there are now hundreds of thousands of books being published either traditionally or by online sources every year.

There are many avenues you can take whether self-promotion or working with your publishing house publicist, a personal publicist, a publicity and marketing firm, or a combination of any of these. In the age of the Internet it's a must to have a professional website and most include blogging or podcasting. You can also surf the web and trade links with pertinent websites. Finding your niche and creating a presence is key, and it's usually a combined effort. You can also prepare for your success by being a really great interview--if you don't have that ease with the media, then practice--have someone interview you, record it and learn from it. You know what they say, practice makes perfect. And if you want to be asked back or gain a reputation as an entertaining or delightful and informative guest, then public speaking skills will be of great benefit. So will possessing the dying social graces of being appreciative--yes, thanking people and being pleasant.

Now, why do I recommend other publicists or marketing experts? Because not one of us is the perfect fit for all, we each have our special talents, and often we're at capacity with current projects. And, apart from that, it's nice to have supportive relationships within the field of PR--always good to be able to recommend someone when needing to refer a client for a project that is not the right fit. I enjoy being in a position to assist an author on their quest. One amazing resource is Penny Sansevieri: www.amarketingexpert.com, an Internet marketing specialist, another highly regarded PR company is www.newmancommunications.com, and yet another dynamo in the non-fiction field, www.cslewispublicity.com.

And check out my free resources page--there are universes awaiting you!

The Good Stuff

Your independent publicist's experience can save you a lot of time and energy. They have innumerable ways to get your career as a writer rolling. Most publicists will get you media coverage. After all, it is your talent, the subject matter, and style that will interest media in the end. The publicist is your presenter. It is nice to be introduced and to have someone else do the pitching for you. Media often love to talk to authors; but if they aren't interested in your particular book, it is more comfortable for them to ignore or reject the publicist than have to deal with the author directly. A publicist knows the unwritten rules of working the media and has made good contacts from years of experience. It's akin to the movie, sports, or art world - contacts and negotiations are usually carried out through agents, publicists, and managers. And since you are an author, shouldn't you spend most of your time writing?

Working a book really does make a difference. For those of you self-promoting, it helps to be vigilant and look at every opportunity for its potential yield. Direct mail and e-mail are two of the tools you can use. You can have postcards printed with your book dust jacket on the front to send out to promote your book talks and signing engagements.

Depending on the subject matter of your book, and whether it's fiction or nonfiction, there are many resources to tap. You must think like a pro. What makes my book so interesting? What are some of the similarities with other books in the field? What makes it unique? What is my audience? How do I reach them? Why should someone buy my book over another one?

Go to book signings and observe authors talking about their book. What did you like about an author's presentation, and what didn't you like? And remember the Internet provides a universe of connections and websites that can keep you researching as a full time job!

Now, why am I giving this information to you? Because for those of you who have the time and money to self-promote, it is my pleasure to provide some measure of assistance. Many authors, having gone the route of self-promotion, decide to hire a publicist because they have learned how much time, effort and expertise is required to make things happen. Others, who do not have the budget, find economical ways to reach a wider audience. We prefer to work with authors who have some experience with the way things work in the world of publishing and promotion, but it is not a requirement.

For Example:

Neil Goodwin wrote a book entitled The Apache Diaries. It was a combination of his father's diary entries from his explorations of the Sierra Madre Apaches juxtaposed with Neil's journal entries as he explores the same terrain some fifty years later. Grenville Goodwin, a famed anthropologist, died shortly after Neil's birth. Neil, an accomplished documentary filmmaker, longed to know more about his enigmatic father, and set out to further explore the history of the Chiricahua Apaches by covering the same territory his father had.

His story covers the areas of history, anthropology, Native Studies, and at the same time, it's a very human and personal story. We contacted anthropology and history departments at universities, historical societies, university bookstores, as well as specialty bookstores, and the better-known chains. We set up talks and booksignings in various cities and states that left Neil with only a few free days. In one month, he covered 23 engagements. Neil put together old photos from his father's journeys and some photographs that he took for a photo board display to go alongside his book at events, and created a slideshow for the larger forum engagements.

His book became the top-selling book for University of Nebraska Press. He was still receiving reviews and features 10 months after the book's release.

Every mailing list, community group, professional organization, university, or event you can utilize to get the word out will make a difference. Fan bases are built from collecting names, addresses, and e-mail addresses from attendees at your book signing events. The power of the mailing list is not to be doubted. And let's not forget the Internet. You can Google up any information you need and the opportunity for linking with other Web sites is infinite.

You decide--how much time and money you want (and can afford) to invest in this big, very meaningful part of your life. If you happen to be one of the lucky ones that hits with a true "overnight success," you are truly blessed. However, it helps to keep in mind the average perceived "overnight success" has taken anywhere from one to ten years like the authors of these books, The Celestine Prophecy, Mutant Message Downunder, and Gary Zukav's Seat of The Soul.

Six Steps to Getting More Attention For Your Book

1. Press Kit: complete with a recent author photo (it is a good idea to have a professional photo taken and multiple copies made) short bio, synopsis or press release about your book, any positive press reviews or features you've received.

2. Mailing Lists: including family and friends, pertinent groups and organizations. You can bring a clipboard to your events and have attendees sign up for your periodic mailings or e-mail notices.

3. Networking: Watch for meetings of groups where you can network with other writers and talk with professionals in the field.

4. Book Talks and Signing Events: Make a list of places you may be traveling to in the future where you could plan a book talk and signing event (if you have the time to plan it in advance). Remember, most venues require a copy of your book with a cover letter and press kit well in advance of setting up a signing. When possible, attend Book Fairs as a guest author. Use vacations, business trips, or out of town visits as an opportunity to do booksigning events. You can also pop in to bookstores and ask the manager or events coordinator if they'd like you to sign stock (assuming they have it).

5. Keep it Short and Interesting: Authors who read long passages from their books in place of talking to their audience can often lose them. It is better to read a short passage, and then talk to the audience and engage their interest than to read long chapters (unless you are a particularly gifted public speaker). Keep in mind your audience may have a short attention span. If you notice people yawning or fidgeting in their seats, this is generally a clue that you may be going on too long. Perhaps you can offer a mini-course on writing, character studies, or something else relating to your book around which to build your audience's interest.

6. Keeping Up With Current Events: Whenever you hear about a particular topic via media that relates to what you write, try contacting the source to offer some exchange that will get you on the show or in the papers. Call story editors to find out what topics or sections they will be running in the future. If there's a match, then send in your information for that section. Example: USA Today was gearing up for Christmas stories. I represented an author who wrote a travel book America's Most Charming Towns and Villages. I got in touch with the USA Today Travel Editor and spoke to them about the book, and sent a package overnight to them. They decided to do a "10 Best Small Towns to Visit at Christmas" feature drawn from author Larry Brown's book.