Publicity 101

Publicity for your new book is one of the most important things you can do and you have a very small window of opportunity to do things right. Your publicity should begin several months before your publication date. So, if at all possible, hire a professional publicist to manage your publicity. Determine your audience and the message you want to send them about your book.

AtlasBooks offers a wide array of publicity packages to assist you with all your publicity needs. Contact your account representative for more information.  If you choose to try this on your own, here are a few tips that can help you publicize your book in a very professional way.

1. Press Materials / Pitching the Media:When sending your book out to media professionals, the first thing they see are the press materials, which should accompany every book sent out. This will include a pitch letter and press release if being sent to reviewers or editors.  If the book is being sent to Radio or Television producers, it is advisable to include a list of suggested interview questions as well. It is very important that these materials are professionally written. Write a top-notch press release. Make sure it is proofread by at least 3 people. Do not rely on spell check. Your press release must be perfect and in the correct format or the media will discount it as amateurish. A press release is not an advertisement and shouldn’t sound like an infomercial. Pitch letters should be a condensed version of the pitch letter, highlighting the most important points.  It should be more personal in tone than your press release and should explain exactly what you are requesting and why you think your book is a good fit for the particular media outlet you are pitching. Do your homework and get to know the outlet you are pitching. Let your name be known, even if you are rejected. Make appointments, offer to send galleys, and be prepared to answer questions.

2. Media Lists:Develop a contact list of media professionals and influential people in your market. This does not mean send your book to Oprah. Begin with local contacts and gradually expand to regional, state, and then national if applicable. Be sure to include smaller niche markets that will have a greater interest in your specific type of book. This can be done through Internet research or through networking.

3. Reviews:One of the best ways to build demand for your book is to get it reviewed by as many sources as possible. There are many people who buy a book based only upon reviews, good or bad. For a new or unknown author, it may be extremely difficult to get traditional book reviews.  Don’t underestimate the power of the right blogger reviewing your book.  This can have a tremendous impact on book sales.

4. Book Signings:Although book signings can be a tremendous waste of time for an unknown author, if you have enough support you can make it work. Again, as with your media outreach, it is important to start local. Once you have something arranged, start online networking, contacting organizations you are involved with, friends and family. 

5. Social Media:It is important to join as many social networking sites as you can.  What is even more important though, is the content you are sharing on these sites.  Ask yourself: Am I providing useful information? Is the information new and intriguing? Will this information help establish me as a credible author/expert?

6. Develop your Elevator Speech:This is a 60 second synopsis of you and your book that should become second nature to you. Use it whenever an opportunity presents itself.

7. Network!:Join local groups, book clubs, or libraries and offer to speak about your book.