Think PR: The Mind of a Publicist
Think PR: The Mind of a Publicist
The way you think is everything in the world of public relations, as it is in most aspects of life. What I have found, is that the better you prepare yourself, the better the end results are more likely to be.
To PR or not to PR, now that really is the question! If you have decided that you need a publicist or that you’re able to undertake you own publicity; you will need to think like a public relations practitioner.
How does a publicist think: what is the size of the project and budget, what are the client’s expectations, who are the audience, what media outlets (where are the audiences), and is Oprah really a viable option at this time? Believe me; even a publicist would like to get an audience with Oprah! But do you have the story that will stir the juices of the producers for the program. Do you have enough product and the proper distribution channels to accommodate the publicity that you expect to attain.
Those are a few of the equations you must sum up, together with important relations that you must to cultivate; who are the respective editors and producers, what are their (not yours) deadlines. What are their lead times? You will find that some of the more important and vital medium will require galleys opposed to the actual book 3-6 months prior to publication. Have you actually watched Oprah or Good Morning America lately, and by the way, who is the editor for your local weekly? Do they have Opinion Editorial where an “expert” in your field-you-is able to contribute.
Angles, angles, angles, journalist and reporters go to bed dreaming of angles, so think like them too. What is the angle of my literary work? Enter, that amazing weapon called the press release, one strategy is to write more than one, same product, different angle, giving more options and chances of gaining press coverage. Do not forget frequency. If you don’t have a credible story, do not send a release. If you have a feasible story every week, great. Please follow-up!
If you are entering the publishing world by virtue of being a self-published author or just a small press, it is imperative that you invest time learning about the publishing industry. A prime example for record is; according to the Association of American Publishers (http://www.publishers.org) book sales totaled $26,874,100,000 (that’s billion folks!) in 2002, representing a 5.5 percent increase over sales in 2001, and that’s just the U.S., covering all books regardless of genre. For those of you that have considered publishing e-books, consider this; sales of e-books were up 268.3 percent in April 2003, with sales of up to $900,000, an increase of 160.8 percent over the year. I see a trend somehow!
How much of this market did your published works garner, even an incredible half percent would be a regal sum to most, I’m sure you would agree, well, unless your the powers that be who represent Simon & Schuster and the likes, and are reading this article! Especially, after the staggering $8 million dealt to former first lady, and now U.S. Senator, Hillary Rodham Clinton. They’re no fools however, with a million copies printed, the book; Living History (Simon & Schuster, $28) sold a reported 200,000 copies on the first day of publication. With angles, left, right and center, oh, the press coverage, worldwide!
Now you want a best-seller too, right, why not? Well you don’t have to sell 200,000 books on your first day of publication, to attain this so coveted glory, or spend a small fortune. But you do have to start somewhere, therefore you must be armed with the knowledge of how the New York Times, USA Today, and Blackboard Bestsellers lists, amongst others (think) are compiled, who are the reporting book-stores? Do they carry my book; am I able to set up book signings with these particular stores? If I cannot attend these stores, for whatever reason, do they even have my press releases, and will they put my posters up in the store?
Think like a large publishing house, albeit on a smaller scale, why not become the Hillary Clinton or J.K. Rowling of your neighborhood and town. Celebrate; throw a book party at your home, invite the neighbors and local press (radio, television and radio), set up a book reading at your local library, book stores and schools or colleges, visit your local barber or hair salon, the florist, announcing your new book, inviting them to the party also, and don’t forget to ask your local grocery store if they would sponsor the “event” reminding them of all the promotion they will get. If you have friends and family in the next, town, county, state, call them up and duplicate the same process in addition to your national press release distribution. Work from the inside out, and before you now it, you will be on Oprah, Good Morning America and C-SPAN.
