The Changing Publicity Process: Some Facts and Tips

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

The Changing Publicity Process Let’s look at:

Where we’ve been

Where we are Where we’re

going How the process

has changed

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

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

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

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)

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

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

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!

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

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)

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!

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

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

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

www.phenixpublicity.com