BookExpoAmerica -uPublishU at BEA -Book pr 1-2-3


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Learn how to get the book news and reviews your book deserves and to build the best the best book PR campaign by thinking like a journalist. Learn what kind of PR and marketing the media and readers respond to. Focus will be on developing a message and understanding and knowing the media more than social media how-to.

Discover how to persuade journalists to do a story, feature, review or interview about your book, by giving the press what they need. Essentials would include: a story idea; a headline; a pithy book description which sells; well crafted talking points and suggested interview questions; an author biography highlighting your most important credentials for media appearances; and explanations of any connections the book or its author may have to trending topics in culture and the news. But also PR and marketing can entail creating content which might entertain or engage and be “likeable” in social media.

The session will highlight the importance of matching your content to the right media to reach the desired demographic, in effect micro-targeting or narrowcasting to your particular book buyer, whether that might be via NPR, Oprah, HuffPost, New York Times, BookRiot, or Flavorwire or even a much smaller media outlet more targeted to your subject matter.

Specific media examples of book news and review media who effectively reach book buyers will be identified and discussed as well. Further discussions include the use of social media to make the most of media placements by sharing them online and creating organic and viral spread.

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  • Before we begin, how many of you have published a book? Are about to publish a book? How many are writing fiction? Nonfiction? Adult? Children’s? Young Adult? I will give a brief overview of what book pr is, then some advice on tactics on how to think like a journalist. And then we’ll hear from my distinguished co-panelist, the media.
  • Most often book buzz originates from a feature, interview or review, in print, online, radio or tv. Buzz spurs sales
  • and shop around for book pr help if you decide you need it.
  • KarenSchechner, Senior Indie Editor, Kirkus Reviews
  • Jeff O’Neal, Editor and Co-Founder, BookRiot
  • BookExpoAmerica -uPublishU at BEA -Book pr 1-2-3

    1. 1.  Moderator and Speaker, SusannahGreenberg, Susannah Greenberg PublicRelations, Matt Sutherland, ForeWord Reviews, Karen Schechner, Kirkus Reviews, JeffO’Neal, Q&A to follow. Please ask questions!
    2. 2. BookBuzz.comThe Web Site of Susannah Greenberg Public Relations
    3. 3. What is the Goal of Book PR?• To place features, interviews and reviews inthe media about your book as early and asoften as possible, with maximal exposure atand around launch or pub. date.• Create buzz or “word of mouth”
    4. 4. A Book PR Timeline• Plan ahead, as early as one year ahead ofpublication, no less than 4 months ahead, andcontinue at least one month after publicationdate.• Start by making a checklist of what you needto get done and when.• At the beginning, as you review your checklist,assess your skills and time management needs
    5. 5. GET READY! Prepare basic information about your book. A brief author bio, book description, bibliographic data, abook jacket image, author photo, and your contactinformation. You will need this information for all of your book prefforts in both print and electronic formats. A web site or page for your book. Plan for advance review copies for early review media suchas ForeWord and Kirkus, for bloggers and reader reviews,book news sites like BookRiot and to solicit blurbs oradvance praise.
    6. 6. More Book PR Resources You CanCreate and Use for Book PR A list of suggested interview questions for media ortalking points, topics you can discuss. A sample audio and/or video interview or reading. A story or interview or feature idea relating to yourbook. Key social media platforms. More on this.
    7. 7. Key Social Media Platforms Open accounts on Facebook, Twitter, Goodreads andLinkedIn Build a free author page on Amazon Author Central More social media might include Google+,YouTube,Tumblr, Pinterest, Instagram, Spreecast,Slideshare Start a blog on or The web page is home base for all your social media
    8. 8. GET SET! The Strategy of Microtargeting: Think Small, Win Big Who are your readers? Break it down to as many specific target interest groups asyou can. Find the appropriate media outlets for each target interest. There is someone for everyone and a media outlet for everyinterest and book. Begin your campaign by targeting those most likely to beinterested, then leverage coverage from them and build upand out from that foundation Craft and tailor your pitch to each group.
    9. 9. The Great Gatsby - For Example
    10. 10. For The Great Gatsby,interests might include: Books, Fiction, Authors, Writing Locales of Long Island and NYC; the hotels, the bars, ThePlaza, Minetta Tavern, mansions, waterfronts, placesfrequented by both the fictional characters and author. Music of the era Style - the art deco style in clothes, jewelry, andarchitecture Beverages - the wines, gin and cocktails they drank Jacket art design, all the Gatsby jacket designs over time, indifferent countries The movie, the stars, Hollywood, books made into movies
    11. 11. GO! Thinking Like a Journalist What will catch a journalist’s eye? What is your pitch, your angle, your story? Craft an entertaining or useful story Be relevant
    12. 12. Thinking Like a Journalist: Events, Holidays, Anniversaries, Seasons are a PROpp for Your Book Journalists often write features related to events,holidays, anniversaries and seasons. Chase’s Calendar of Events is a handy resource forresearch. Did you know there is a National Grilled CheeseSandwich Day? Also, November Is Jewish BookMonth, February is Black History Month and March isWomen’s History Month.
    13. 13. Thinking Like a Journalist Spotting Trends in Book News Stay on top of book news. You might see a book trendwhich you are a part of and then pitch a story about a booktrend. Old chestnut in book pr : “Three is a trend.” To stay on top of book news, read key book trade mediasuch as Publishers Weekly, Publishers Lunch, Julie Bosmanin the New York Times, Shelf Awareness, Galleycat, andmore. Read ForeWord, Kirkus and visit BookRiot online Do searches on social media such as Twitter and Facebookon books, book publishing, authors, your book’s subjectmatter.
    14. 14. Key Points and Summary Plan ahead. Begin at least 3-5 months BEFOREPUBLICATION and continue for at least one monthafter. Target your interest groups and their media outlets. Beas specific as possible. Microtarget. Craft a story that informs, educates, and, ifappropriate, entertains. Reach out to all types of media Use all available tactics to reach media, old, new, snailmail, email, social media, shaking hands and smokesignals if necessary!
    15. 15. That’s It from Me,Susannah Greenberg Susannah Greenberg Public Relations Book Publicity for Publishers, Authors and the BookIndustry ​ ​Twitter: @suegreenbergpr Contact me to discuss your book publicity needsNow Let’s Hear from the Media!
    16. 16. ForeWord
    17. 17. ForeWord
    18. 18. Karen SchechnerKirkus
    19. 19. • Visit and click the “For Authors”tab for more about Kirkus Indie or• Contact sr. Indie editor Karen
    20. 20. BookRiot.comJeff O’Neal,Editor & Co-Founderemail: jeff@bookriot.comtwitter: @readingapesubmission: send email pitchto
    21. 21. That’s It! Thank you.Questions, anyone? Susannah Greenberg,Public Relations Matt Sutherland, Karen Schechner, Jeff O’ This PowerPointpresentation will beavailable in itsentirety onSusannahGreenberg PublicRelations’ web site