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Book PR Presentation

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Book PR 1-2-3: Think Like a Journalist. Presentation at uPublishU at Bookexpoamerica 2013 at the Javits Center, New York, NY. Moderator: Susannah Greenberg Public Relations. With Jeff O'Neal,Book Riot, Matt Sutherland, ForeWord, Karen Schechner, Kirkus Reviews.

Book PR 1-2-3: Think Like a Journalist. Presentation at uPublishU at Bookexpoamerica 2013 at the Javits Center, New York, NY. Moderator: Susannah Greenberg Public Relations. With Jeff O'Neal,Book Riot, Matt Sutherland, ForeWord, Karen Schechner, Kirkus Reviews.

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Book PR Presentation

  1. 1.  Moderator and Speaker, Susannah Greenberg, Susannah Greenberg Public Relations, http://bookbuzz.com  Matt Sutherland, ForeWord Reviews, www.forewordreviews.com  Karen Schechner, Kirkus Reviews, www.kirkusreviews.com  JeffO’Neal, www.BookRiot.com  Q&A to follow. Please ask questions!
  2. 2. BookBuzz.com The Web Site of Susannah Greenberg Public Relations
  3. 3. What is the Goal of Book PR? • To place features, interviews and reviews in the media about your book as early and as often as possible, with maximal exposure at and 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 of publication, no less than 4 months ahead, and continue at least one month after publication date. • Start by making a checklist of what you need to 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, a book jacket image, author photo, and your contact information.  You will need this information for all of your book pr efforts in both print and electronic formats.  A web site or page for your book.  Plan for advance review copies for early review media such as ForeWord and Kirkus, for bloggers and reader reviews, book news sites like BookRiot and to solicit blurbs or advance praise.
  6. 6. More Book PR Resources You Can Create and Use for Book PR  A list of suggested interview questions for media or talking points, topics you can discuss.  A sample audio and/or video interview or reading.  A story or interview or feature idea relating to your book.  Key social media platforms. More on this.
  7. 7. Key Social Media Platforms  Open accounts on Facebook, Twitter, Goodreads and LinkedIn  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 blogger.com or wordpress.com  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 as you can.  Find the appropriate media outlets for each target interest.  There is someone for everyone and a media outlet for every interest and book.  Begin your campaign by targeting those most likely to be interested, then leverage coverage from them and build up and 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, The Plaza, Minetta Tavern, mansions, waterfronts, places frequented by both the fictional characters and author.  Music of the era  Style - the art deco style in clothes, jewelry, and architecture  Beverages - the wines, gin and cocktails they drank  Jacket art design, all the Gatsby jacket designs over time, in different 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 PR Opp for Your Book  Journalists often write features related to events, holidays, anniversaries and seasons.  Chase’s Calendar of Events is a handy resource for research.  Did you know there is a National Grilled Cheese Sandwich Day? Also, November Is Jewish Book Month, February is Black History Month and March is Women’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 trend which you are a part of and then pitch a story about a book trend. Old chestnut in book pr : “Three is a trend.”  To stay on top of book news, read key book trade media such as Publishers Weekly, Publishers Lunch, Julie Bosman in the New York Times, Shelf Awareness, Galleycat, and more.  Read ForeWord, Kirkus and visit BookRiot online  Do searches on social media such as Twitter and Facebook on books, book publishing, authors, your book’s subject matter.
  14. 14. Key Points and Summary  Plan ahead. Begin at least 3-5 months BEFORE PUBLICATION and continue for at least one month after.  Target your interest groups and their media outlets. Be as specific as possible. Microtarget.  Craft a story that informs, educates, and, if appropriate, entertains.  Reach out to all types of media  Use all available tactics to reach media, old, new, snail mail, email, social media, shaking hands and smoke signals if necessary!
  15. 15. That’s It from Me, Susannah Greenberg  Susannah Greenberg Public Relations  http://bookbuzz.com  Book Publicity for Publishers, Authors and the Book Industry  publicity@bookbuzz.com  www.Facebook.com/SusannahGreenbergPublicRelations  ​www.linkedin.com/in/susannahgreenberg  ​Twitter: @suegreenbergpr  Contact me to discuss your book publicity needs Now Let’s Hear from the Media!
  16. 16. ForeWord
  17. 17. ForeWord
  18. 18. Karen Schechner Kirkus Reviews www.kirkus.com
  19. 19. • Visit www.Kirkus.com and click the “For Authors” tab for more about Kirkus Indie or • Contact sr. Indie editor Karen Schechner: Kschechner@kirkus.com
  20. 20. BookRiot.com Jeff O’Neal, Editor & Co-Founder email: jeff@bookriot.com twitter: @readingape submission: send email pitch to bookriot@bookriot.com
  21. 21. That’s It! Thank you. Questions, anyone?  Susannah Greenberg, Public Relations http://bookbuzz.com  Matt Sutherland, ForeWord www.forewordreviews.com  Karen Schechner, Kirkus www.kirkusreviews.com  Jeff O’Neal www.BookRiot.com  This PowerPoint presentation will be available in its entirety on Susannah Greenberg Public Relations’ web site  http://bookbuzz.com

Editor's Notes

  • 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
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