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Book Marketing InformationFatal PR: Mistakes Authors Do on Their Campaigns
by:
Penny C. Sansevieri
Any author who is drive their own PR campaign knows that often times marketing and media can be an uphill battle. Galore times authors are pitching and promoting themselves with borderline results. It can be tedious and frustrating and sometimes lead them to do fatal PR mistakes that can cost them their campaign.
One of the first, and possibly
most fatal, is thinking that one or two media appearances are going to wing your book into the bestseller spotlight. Media works once
it’s done systematically
and often it takes months, and in several 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 nationwide on shows like Nice Morning America and Oprah, started with a regional buzz. Build your base (or buzz) in your own back yard 1st and then start acquiring your message out on a national level. And this leads us to our second PR mistake: ignoring regional or trade media. Sometimes once
you’re promoting yourself it’s easy to get caught up in going after the big fish, but don’t ignore the smaller regional and niche publications, they can be a gold mine of PR and actually help to get the buzz going.
Next on our list of fatal PR mistakes is the technique with which authors pitch themselves. 1st and foremost you want to do sure you’re pitching the right people, don’t simply go after a "producer," find the producer that’s right for the story. And be cautious of once
you pitch, before you start career the media, turn on your TV or radio and see if there’s a breaking news story. There’s no faster
way to offend your media target then pitching them a story once
they’re scrambling to cover a plane crash or several another major disaster.
As you’re navigating through your PR campaign you’ll besides want to do sure your pitches are focused and relevant. It’s more easier to get the attention of the media once
you’re pitching them thing
that’s already on their microwave radar screen. For example remember once
you’re putt together your campaign to support an eye out for seasonal or news spins to your topic. If, let’s say, you are discussing the topic of depression, you mightiness want to pitch it about a nationwide selected
"depression awareness day" or, perhaps, given all the buzz about college kids and depression, you mightiness want to tackle this as a back-to-school issue. Targeted, focused pitches are the better way to get the media to notice you, so open that calendar or see your local newspaper to find out what’s hot and top of mind. Also, respect their time once
you’re pitching. Get to the point, don’t ramble and remember that this is not simply about you, it’s simply about the benefits to their readers, viewers, or listeners and mo! st of all, never, ever, ever sell your book. You should always sell yourself and your expertise. Producers and editors wish 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 faster
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 and bad news travels even as faster. Remember be patient, be persistent, and be professional and you’re bound to get the media you merit and support your campaign alive and well!
Just simply about the author:
Penny C. Sansevieri
The Cliffhanger was promulgated in Gregorian calendar month
of 2000. After a strategic marketing campaign it quickly climbed
the ranks at Amazon.com to the ##1 better merchandising book in San Diego. Her most recent book: From Book to Bestseller was discharged in 2005 to rave reviews and is being called the “roadmap to publication success.” Penny is a book marketing and media relations specialist. She besides coaches authors on projects, manuscripts and marketing plans and instructs a variety of hunt on publication and promotion. To discover more simply 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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