Meet the Media

(From the Annual Meet the Media event at the Authors and Publishers Association)

Overall their message was clear:
How are you newsworthy? To pitch yourself and your book to the media, you have to prove what makes you newsworthy. APA President, Cathy Stucker says, "The media are not in business to promote you or your book. Their jobs exist to inform and educate their readers, listeners and viewers." What current newsworthy events can you, the author - the expert, relate to and give your opinion about? Have an angle.

You spent your energy and time creating your manuscript, and as much work that you put into that worthy goal, there is much more work to be done, if you strive to be publicly recognized.

Mike McGruff of KTRK suggested studying the particular media that you want to send your pitch. Which reporters cover what segments on television, radio news and talk shows. Do your research. Be a barometer of "what's hot."

Michele Meyer, freelance journalist for a multitude of magazines, usually locks in stories six months in advance. She suggested relating your work to historic anniversaries, time lines and current affairs. IE: Breast Cancer Awareness month. Check the annual publication "Chase's," for important newsworthy dates. Perhaps you wrote a book about surviving cancer. Then an article quoting you and your book on tips for survival would be appropriate. She said that "7 - 10 Tips" always makes great articles and interviews. Again - she is looking for that "angle." Some magazines will have an editorial calendar - search the internet. Michele said, "If you provide what we need - we will come to you for everything."

Michael Graczyk of the Associated Press needs his information to be more "fluid" and readily available than the 6 month lead time of some magazines. He has a "deadline every minute!"

So, you have found your newsworthy event or topic that you can connect with and you are preparing a press release. Mike McGruff says to "tailor the way you pitch it" to each media contact. Radio won't need a photo and television may need photos or compelling video. Customization is everything - it's a much more efficient of promotions than a mass mailout of press releases.

All of our panelists agree on "word economy" with press releases. They receive piles of these all of the time. If that compelling headline doesn't capture their attention in 3 seconds, they will move onto the next one. Michele reminded us not to be deceptive with our titles. And it is unnecessary to use up your words with "This story will be good for you because….." That would be superfluous information - state your case - grab their attention!

Upbeat and energetic, Kevin Price of 650AM talk radio, suggested www.prweb.com (Press Release Newswire) for submitting your press releases. It is sometimes easier for the media to run a search for particular words on this site and retrieve exactly what they need. The web site has lots of tips. Kevin also recommended the book "Guerilla Publicity" by Jay Conrad Levinson, Rick Frishman and Jill Lublin. www.guerrillapublicity.com

Many questions were raised to the efficacy of Publicists. Michael Graczyk says for him, it depends on the subject matter, whether or not you need a PR person to pitch the story. But then he added that PR usually just gets in the way.
Kevin likes dealing with PR people because "they intuitively know what I want, and they take criticism better." He also mentioned that if you have already been seen in other media, state this in your press release - "as featured in…" He feels that if your have already been 'out there' it somewhat 'pre-screens' you.

It may not always be necessary to hire a publicist - but consider researching it and talking to a few. They have many options on how they work. And it's not what you know, it's who you know. This is their expertise and they know the right people. Kevin suggested inquiring about "Performance based fees" (they don't get paid until you get results.) And asking for a referral sheet. Call each referral, don't just accept what you read on the page.

All members of the media panel stressed that the quality of the visual presentation of your book must be top notch, as is a professional looking web site. You might wow them with the perfect press release, but when they look at your book and it looks like you designed and printed it at the local copy shop - you've lost them. If your web site doesn't have a proprietary domain name and looks unprofessional - you've lost them. They don't want to have to type:

Domain names and hosting are so inexpensive now - and most have professional looking templates for you to use to create your web site if you don't want to pay a professional. There is no reason not to have one. Like your press release - be concise, use your words and images efficiently.

You have done so much work and you are reaching for the stars. Treat this adventure as a real business. Hire professionals to design your book. The panelists suggested you get out to the book store and compare your book to others. If it is plastic comb-bound with an inkjet cover - think again and honestly critique yourself. There is a lot of competition out there and you need to stand above the rest to get noticed. Houston and Fort Bend County have many book groups with small critique sessions. Once you have experienced real creative critique, you will wonder how you ever got along without it!

Michele gave an important tip: When you are finally called for a story, don't try to pitch them something else or a different angle. Because by the time you have been called, the story is locked in by the editor and publisher and to try to pitch them something else is just wasting their time and yours.

The last few tips they gave are ones that you might not have thought about.

When calling them on the phone, don't call in the afternoon. About 3pm until the end of the business day is a time when they are all busy with deadlines and they won't have the time or the attention to give you if you call during that time.

Sending press releases via email depends on the media contact. Inquire first before you go this route. Don't inundate them with info. One last important tip - be available - if you have pitched something - answer your phone and email asap.

Research the internet for programming on radio and television. Here are a few links to start from. It is amazing the variety of topics that are covered: Everything from Corporate Strategies to Future Talk to Scifi Radio. You'll find the Paranormal, Chick Chat, Computers, Sports, Dining and Travel, Real Estate, the world of boating, garden radio, scuba, stock market, home and garden, health and beauty. Somewhere, someone is waiting to interview you on your expertise - and their viewers/listeners/readers can check your web site out to read more about and purchase your book(s) and other ancillary products.