The Changing Publicity Process: Some Facts and Tips
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Transcript of The Changing Publicity Process: Some Facts and Tips
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The Changing Publicity Process: Some Facts and Tips
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Why is Publicity Important?
Creates “third-party credibility” with earned (not paid) placement
Provides exposure across different mediums (print, radio, online, tv)
Sets your product apart Boosts your platform Can help generate book sales
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The Changing Publicity Process Let’s look at:
Where we’ve been
Where we are Where we’re
going How the process
has changed
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The Changing Publicity Process: Where We’ve Been
15-city book tours Fancy press kits Heavy reliance on
print reviews Lack of
opportunity for up-and-coming authors
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The Changing Publicity Process: Where We Are
National media campaigns getting broader w/ technology
TV is still a home run
Web-based strategies Online book
reviews Video Blog tours Social networking
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Where We Are: Traditional Media is Changing
According to Forrester Research, Inc., between 2000-2008 1 in 4 media jobs disappeared (before our current recession); now we estimate more than ½ have disappeared
Seattle Post-Intelligencer, Christian Science-Monitor, US News & World Report and many others are now online-only (sign of things to come)
According to ComScore, competing regional papers like the NY Daily News, Philadelphia Daily News, Ft. Worth Star-Telegram and others’ days are numbered
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Where We Are: Print Continues To Drive News
Print sets the tone for other media formats: Reviews still matter
—though they are harder than ever to get
Online extensions reach 60 million unique viewers a month (source: Resource Media)
Quick fact: A full page ad in USA Today costs between $189,000 and $231,000. (source: USAToday.com)
Quick fact: NYTimes.com reaches 13.8 million unique visitors a month. (source: NYTimes.com)
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Where We Are: Online/Social Media Has Caused Shifts
Pre-social media “Gatekeepers”
had the power Info “push” out to
media Authors =
Dependent
Post-social media Individuals have the
power Info “pull” from
online sources Authors =
Independent
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The Changing Publicity Process:Where We’re Going
Some traditional media will remain
User-generated content is king
Social networking will continue to grow
Niche/specialized books = defined target market
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How Can Authors Prepare?
What to do: Write a great book! Build a quality online
presence Get creative with
social media Find good advice
What not to do: Ignore the Web
because you have an older target market
Focus only on old or new strategies—a blend is needed
Stress—just be prepared!
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How Publicity Works: From the publicist’s perspective
Half of a campaign is planned, half is reacting to what’s going on in the media
Prepare: Market research/strategy development for online and traditional outreach
Create press materials (author bio, press release, etc.)
Targeted media contact Goal: Make the media’s life easier Booking/follow-up
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How Publicity Works: From the media’s perspective
“Ugh, not another author?!” (you’re not the only one they see!)
It’s not about your book – it’s about providing info/entertainment
Be aware of lead times and industry standards Media realities: most of them won’t read your book Vast majority of media uses Google as research tool Publicists act as filters for the media (much like literary
agents to publishers)
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How Publicity Works: From the author’s perspective
Plan Build relationships online before you need
them Expand your “net”
Prepare Do your homework; research outlets before
your interviews Be able to adapt your message
Perform Don’t be a media snob; media breeds media! Promote the book!
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Key Players: What Everyone Wants
Author’s goals: Promote your book Build your expert status
Media’s goals: Entertain the audience Inform the audience
Publicist’s goals: Build author’s credibility Help the media tell a good
story
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Publicity Realities Results can never be guaranteed Your first interview will not be with CNN It takes time to build a platform Not every author needs a publicist
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Maximizing Your Results Turn one media interview into three: be polite! Use social networking to promote Your website is a virtual press room
Impress the press – how can you help them?
Regular updates are important Turn media exposure into other marketing
opportunities for your other products or services
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