Column: After the Manuscript – Tips for Getting Coverage OFF the Book Page

2.2.10: Tips for Getting Coverage Off the Book Page

Written by Kate Siegel Bandos, KSB Promotions

Often the best coverage for a book comes from feature articles, authors-as-expert comments, excerpts, and even sidebar mentions. Here are a few tips to get you started.

One

Develop 2-10 different angles or “hooks” that you think are newsworthy. (Remember, with 500,000 new books being published each year, the publication of a book is not news. Content from the book is news and you as an expert on the subject has many angles.)

Two

For each angle, select 10 media that you think are a perfect match. Research each publication before you waste your time and money sending a book off to the editors. You can find a description of the publication’s content by checking its web site, studying several copies and/or by requesting their advertising materials. The advertising packet will give you the publication’s target audience and their circulation figures.

Three

Approach the media you selected for your favorite angle. You can do this by:

• Emailing the editor or producer and pitch the idea (this is the preferred method most media state when asked.). Make sure you get your idea across in 25 words or less, and have a good subject tagline. Attachments are a no-no, but you can add hotlinks to the appropriate page on your web site.
• Calling the editor or producer and pitch the idea. Make sure you can get your idea across in 25 words or less, 30 seconds or less. 99 percent of the time you will be leaving a message on voice mail, not actually talking to a human being. Tell them you have just sent or will send them an email with the subject line such-and-such that has more details. They can then look for that email if they are intrigued.
• Emailing a ready-to-use article which highlights your idea, or send a teaser about the article and then include a hotlink to the right page on your web site. Let the editors know the article is free for them to use in their publication or on their site or as a guest blog with proper credit.
• Emailing editors and bloggers telling them that you have free, ready-to-use articles, listing a few of the headlines.
• Mailing your book to the editors or producers you have chosen, with a note about why you think it would be perfect for their readers or listeners or viewers. Mark the pages that are especially applicable. Include appropriate press materials.

Four

Depending on your success, try another method of contact and/or fine-tune your approach and try again. If you are successful, select additional media to contact in the same way.

Five

Pick one of the other angles and start the process all over again.

Six

Read and watch everything you can. Be ready to send letters to the editors, offer comments at web sites, submit follow-up show or article ideas, etc. Think of how what you have to say connects with something in the news.

Seven

Make sure all the materials you develop are available to send electronically and/or are easy for the media to download from your web site. Create a CD with both text and art if appropriate.

Eight

Research key dates that you can tie into — or establish your own. Chase’s Calendar of Events (http://www.mhprofessional.com/?page=/mhp/categories/chases/content/about_chases.html) is the most comprehensive and authoritative reference available on special events, holidays, federal and state observances, historic anniversaries and more with more than 12,000 listings. Many authors and publishers have created their own day or week and used it to great publicity advantage over the years. There are other books like this including John Kremer’s Celebrate Today! (http://celebratetoday.com/) as well as many web sites where you can glean this type of information.

Nine

Be accessible. You never know when someone you have contacted will want to contact you for a story or interviews. If you are hard to reach by phone or email, they will likely move on to another contact on their list.

Ten

Success breeds success. Don’t be afraid to send articles, reviews, and good coverage to other media people via mail or email, sending them to a posting on your web site or a hotlink to the article/review itself. Rather than making the media turn away since the topic has been covered, it usually reinforces the appeal of your message and they are comfortable coming to you for more information on your topic. Make sure that the copies of articles or interviews are reproduced in a professional manner.

We have seen books and authors use these methods keep a book alive for ten years or more, becoming the “go to” person on the subject over and over again. You can do it too.

————————–

About Kate:

Kate Siegel Bandos established KSB Promotions in 1988. A veteran of nearly 40 years in book promotion, she was promotions director for Globe Pequot Press (CT) and publicity director for Pelican Publishing Company (LA), Acropolis Books (DC), and M. Evans & Company (NYC). She has been a featured speaker and panelist at numerous regional and national conferences. She has spoken about book promotion and the importance of publicity at the IBPA (PMA)/BEA Publishing University, the National Small Press Book Publishing Institute, Mid-America Book Publishers Conferences, and the Favorite Recipes Press Conference.