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Fatal PR: Mistakes Authors Make on Their Campaigns |
by:
Penny C. Sansevieri |
Any author who is driving their own PR campaign knows that often times marketing also media can be an uphill battle. Many times authors are pitching also promoting themselves with minimal results. It can be tedious also frustrating also sometimes lead them to make fatal PR mistakes that can cost them their campaign.
One of the first, also potentially most fatal, is thinking that one or two media appearances are going to wing your book into the bestseller spotlight. Media works when it’s done consistently also often it takes months, also in some cases years, for you to reach your own "PR payoff." The most important part of a campaign is the author’s ability to stick with it. Most of the interviews you see nationally on shows like Good Morning America also Oprah, started with a regional buzz. Build your base (or buzz) in your own back yard first also then start getting your message out on a national level. And this leads us to our second PR mistake: ignoring regional or trade media. Sometimes when you’re promoting yourself it’s easy to get caught up in going after the big fish, however don’t ignore the smaller regional also niche publications, they can be a gold mine of PR also really help to get the buzz going.
Next on our list of fatal PR mistakes is the technique with which authors pitch themselves. First also foremost you want to make sure you’re pitching the right people, don’t just go after a "producer," find the producer that’s right for the story. And be cautious of when you pitch, before you start calling the media, turn on your TV or radio also see if there’s a breaking news story. There’s no quicker way to offend your media target then pitching them a story when they’re scrambling to cover a plane crash or some other major disaster.
As you’re navigating through your PR campaign you’ll or else want to make sure your pitches are focused also relevant. It’s much easier to get the attention of the media when you’re pitching them something that’s already on their radar screen. For example remember when you’re putting together your campaign to keep an eye out for seasonal or news spins to your topic. If, let’s say, you are discussing the topic of depression, you might want to pitch it around a nationally designated "depression awareness day" or, perhaps, given all the buzz around college kids also depression, you might want to tackle this as a back-to-school issue. Targeted, focused pitches are the best way to get the media to notice you, so open that calendar or read your local newspaper to find out what’s hot also top of mind. Also, respect their time when you’re pitching. Get to the point, don’t ramble also remember that this is not about you, it’s about the benefits to their readers, viewers, or listeners also mo! st of all, never, ever, ever sell your book. You should always sell yourself also your expertise. Producers also editors will be looking for the WIIFM factor behind your pitch (what’s in it for me) not how they can showcase your book.
Finally there’s no quicker way to end your campaign than to over promise, stretching the truth, or not being reliable. If you miss an interview or over promise on a commitment one time, you can kiss any further media goodbye. Word travels fast in the industry also bad news travels even faster. Remember be patient, be persistent, also be professional also you’re bound to get the media you deserve also keep your campaign alive also well!
About the author:
Penny C. Sansevieri
The Cliffhanger was published in June of 2000. After a strategic marketing campaign it quickly climbed
the ranks at Amazon.com to the ##1 best selling book in San Diego. Her most recent book: From Book to Bestseller was released in 2005 to rave reviews also is being called the “roadmap to publishing success.” Penny is a book marketing also media relations specialist. She or else coaches authors on projects, manuscripts also marketing plans also instructs a variety of coursing on publishing also promotion. To learn more about her books or her promotional services, you can visit her web site at www.amarketingexpert.comTo subscribe to her free ezine, send a blank email to: mailto:subscribe@booksbypen.com
Copyright ã 2005 Penny C. Sansevieri
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