Editors and producers are the primary media gatekeepers. They decide which books are reviewed, which authors are interviewed and — ultimately — which books receive publicity. Media lists provide you with the contacts you’ll need to promote your book.
|
|
The Right Person at the Right Time:
|
| Ways to Connect. You can buy ready-made media contact lists from such brokers as Gebbie Press and Bacon’s Information, or you can compile your own. |
|
|
| The Right Media. Whether you buy or compile a media list, you have to decide which media (radio, television, newspapers, magazines, or online media) would be the best vehicle for promoting your topic. Where do your potential book buyers usually go for entertainment or to get their information? |
|
|
| The Best Job Title. Counter-intuitive though it may seem, hosts and reporters are generally not the best people to contact when you want to pitch a story idea. You’ll typically have to contact producers or editors. There are exceptions, so when in doubt, email or call the media outlet directly and ask for the right person. |
|
|
| Names, Not Positions. Make sure your media contact list includes the full names of people, not just their titles. A pitch sent to “Jane Smith” is more likely to end up in the right hands (and out of the circular file) than one that’s addressed to “producer” or “editor.” |
|
|
| Be Specific. Improve your hit rate by contacting beat editors (say, sports editors if you have a sports-related book or parenting editors if you have a parenting book) at general media outlets. Also, contact highly-targeted media outlets (such as ESPN or Family Circle magazine) to further improve your chances. |
|
|
| Listen, Watch, and Read. Even if you purchase a media list, add to it by keeping an eye out for radio and television shows that might feature your topic, and for reporters who write related stories in newspapers, magazines, and online. |
|
|
| Think Regional. Although you’ll likely find good sources of national media contacts, it’s harder to find comprehensive local media contact lists. Check out the local media outlets, and compile your list of TV shows, radio shows, newspapers, and magazines that target your area. Remember to include free publications. |
|
|
| In With the New. Television and radio shows appear every day, and new shows are likely to be hungriest for guests and experts. Keep abreast of new media outlets. |
|
|
| Out With the Old. Media outlets disappear all the time, and media decision makers leave their jobs and are replaced by new people. Media list brokers can’t keep up with the changes. To minimize postage costs, always verify information before you snail-mail your pitches. |
|
Own It. The best media list is your own personal contact list. Once you’ve conducted a publicity campaign, customize the media list to reflect relationships you’ve developed. These are your leads for future PR campaigns.
|
