Public Relations Is the Credibility You Need

While marketing gets the bulk of the attention given to how to promote your book, you can’t ignore public relations. So, what’s the difference?

In a nutshell, marketing is you talking about yourself, and public relations (PR) is having other people talk about you. Think about when you see ads online or in a magazine or you see a post by someone you follow telling you about their latest and greatest. You may or may not remember them. 

But a story posted online by a trustworthy news source or in a magazine or newspaper with a byline? Chances are higher you not only remember what you read, you believe it. PR gives you what marketing and ads never can: third-party credibility. 

The Power of a Press Release

The more people know about your book, the more copies you’ll sell, and a press release can help get you there. For the purposes of this example, I’m referring to your local media; print (newspapers, business journals, and magazines) and broadcast (local news affiliates such as ABC, CBS, FOX, NBC) in the town or city where you live.

Local media needs a steady stream of compelling stories from the communities they serve, and your press release helps them do their jobs at the same time you get needed visibility. Because PR is so powerful, this is where you use the power of storytelling to work its magic so it resonates with your neighbors. 

Get Visible and Get Paid

Visibility isn’t just about being seen; it’s about elevating your personal brand and boosting your business profile. With attention being the new currency, appearing in local media can open doors to new opportunities. 

You and your book featured in the local newspaper or on the nightly news is the gift that keeps on giving through SEO. By placing the news article or segment on your website and linking to the appropriate media, you create valuable connections from your site to pages with higher ranking authority, making it more likely for you to list higher in a Google search. 

Why Your Local Media Matters

Local media outlets are deeply invested in the communities they serve with a loyal audience that turns to them for news they can use. By tapping into this market, you could find your next best customer.

My editing business is an online business, and my clients are spread across the U.S., and I’m sure your business is structured in much the same way. If we don’t engage our local media, we dismiss the power of proximity; we pass on the possibility to create collaborations and partnerships to help us grow that much faster.

Leverage

Every local media appearance can be used as a stepping stone to greater things. Leverage these opportunities to build momentum by saying, “As featured in …”, and, “As seen on …”. 

You’ll be amazed at how sharing your media appearances on social media, in newsletters, and on your website maximize your reach. Most importantly, appearing on your local NBC morning show, for instance, can lead to regional and national media.

Complete Story Package = Content Stretched

While a press release does pack a powerful punch, the truth also is that your local writers, reporters, and editors are stretched pretty thin. By delivering a complete story package that includes a well-written press release, high-quality images, and maybe even a video segment, you make their job easier. 

Even better? By delivering a story that’s almost ready to publish or air, you increase your chances of being featured.

Research Writers and Reporters

Before you send your press release to anyone, be sure you’re targeting the right writer or reporter. You don’t want to send your press release about your new vegan cookbook to someone who covers major league sports teams.

Newspaper reporters, for example, typically cover a beat; they focus on sports or education or business. Broadcast news reporters are usually more general unless they cover sports or are a meteorologist. 

Start with the outlet’s website; for newspapers, look at features, food, local news, and city news, for example. Which reporters write about the community such as nonprofit organizations, festivals, or individuals doing good in their neighborhoods? That’s who you want to target.

As a general rule for both print and broadcast, it’s also not a bad idea to send your package to the department head or assignment editor, respectively.

Your Pitch Letter

The note that accompanies your email should be short and to the point. You need a great hook to make the recipient want to read more. This is a real lead I wrote for someone and it piqued the interest of at least one publication and two news stations:

In corporate America, white women earn just 82 cents for every dollar a man makes, and the numbers are even more stark for Black women and Latinx women. What if contributing a chapter to an anthology could help more women not just get caught up but get ahead of the game? 

Next, introduce yourself briefly as, “Local author and entrepreneur NAME has a book about TOPIC …” and then tie it to something currently in the media. End your note with, “I’m available for an interview and look forward to hearing from you/one of your reporters soon. Best regards, NAME”.

Both tactics let the writer, reporter, or editor know you understand what resonates with their audiences and the kind of stories they typically cover. You demonstrate that you’ve done your homework and can be a trusted source. 

The Fortune Is in the Follow Up

Just as you would follow up with potential clients who don’t commit right away, you need to be just as persistent about PR. Follow up your initial pitch with a phone call or an email two days after you initially send it and again two days after that if you don’t hear from anyone.

This is proof of your commitment and interest. Allowing a couple of days to go by in between messages also respects media personnel’s time and decision process at the same time you nudge them to consider your story.