I’ve just wrapped up another incredible session of the Book Publicity Master Course with the Nonfiction Authors Association, and it’s been a true joy. There’s something deeply energizing about coming together with a group united by the same mission: learning the ins and outs of reaching the ideal readers and promoting books effectively. The connections, the shared insights—it’s incredibly rewarding!
To those readers joining us here for the first time, we focus on sharing strategies to help authors like you attract media attention and deliver impactful interviews. And if there’s a subject you’d like me to address here, don’t hesitate to reach out—contact me and let me know what’s on your mind.
As a publicist and media trainer, I often hear the same question in many settings: What should I prioritize first when it comes to book publicity? It’s an essential question, and while there are key building blocks to get your platform launch-ready, be careful not to let the planning phase hold you back. I’ve seen authors fall into the “not-quite-ready” trap, waiting until every piece is perfect, only to delay indefinitely. Let’s avoid that procrastination trap!
If you’re just starting out, a great first step is to aim for an interview with your local media. For that, you’ll need a strong pitch letter, a simple website, and most importantly, a confident mindset. And while social channels are helpful, your core focus should be sharing your message; a local TV interview can be a lasting asset, available on your website long after the broadcast, unaffected by social media algorithms.
Priorities in Building a Media Presence
Below, you’ll find a list of priority items to guide you in building your media presence. Remember, you don’t need all these to get started, but these are the essentials you’ll want to work toward.
Create Your Core Media Materials: Before reaching out, have the essentials ready. This includes your pitch letter, author bio, book summary, high-quality book cover images, and professional author photos. Eventually, you will want to create a media room on your website where everything is easily accessible to media contacts.
Develop Your Key Messages: Identify the core messages you want to convey about your book. Think about what makes it unique, why it’s timely or important, and how it will benefit readers. Practicing your soundbites can help ensure your messages are consistent across interviews and media interactions, plus good soundbites are memorable!
Develop Your Talking Points: These are your key messages for a particular interview. They will vary from interview to interview depending on the theme of each particular exchange. The list will be smaller than the key messages for your book for obvious reasons.
Set Up and Optimize Your Media Channels: Start with the fundamentals:
- Website: Create an author website (or add a dedicated page if you already have one) where readers and the press can find info on you and your book.
- Social Media Profiles: Optimize your profiles on platforms where your audience is most active, as well as the channels you most enjoy. Even if you start with one or two, make sure your profiles clearly indicate your author status and link back to your website or a dedicated book page.
Build a Targeted Media List: Research and compile a list of media contacts, journalists, bloggers, and podcasters relevant to your book’s genre or topic. Aim for quality over quantity—targeting outlets that genuinely align with your audience and book.
Begin with Smaller Outlets to Build Momentum: Local media, smaller blogs, and niche podcasts are great starting points for interviews. They’re often more receptive to emerging authors and can help build momentum and credibility for reaching bigger outlets down the line. It’s also better to learn and experiment here rather than on large platforms, and top-tier media looks to see that you are already covered in the lower tiers, so it’s in your best interest for many reasons.
Pitch Consistently: Craft a compelling, personalized pitch that briefly explains who you are, the purpose of your book, and why their audience would care. Be succinct and aim for a friendly but professional tone. Make a habit of sending a few pitches each week to maintain momentum without becoming overwhelmed.
Utilize Social Media for Outreach and Engagement: Share your journey, progress, and content related to your book. Interact with readers and authors in your genre. Joining and participating in relevant groups and hashtags can attract interest naturally and can sometimes lead to interview invites.
Mock Interviews: Practice. It takes practice to become good at anything. Media folks often appreciate authors who are prepared. Familiarize yourself with common interview questions and practice clear, engaging answers. Be sure to highlight stories, anecdotes, or points that resonate emotionally or intellectually with your audience.
Leverage Launch Periods and Relevant Dates: If your book ties into specific events or awareness days (like National Novel Writing Month or National Gratitude Month), timing your outreach around these can make your pitch more relevant and appealing to media. I wrote a post about this just last week. You can read it here.
Track Your Efforts and Be Persistent: Keep a record of pitches sent, follow-up reminders, and any responses. Persistence is key—if a journalist doesn’t respond, a gentle follow-up is acceptable. And have a digital tickler file of some sort to keep yourself organized. This will make all the difference and will have you feeling prepared and in control.
Bottom Line
As you embark on your journey to publicize your book, remember that building momentum is key. Start small, stay consistent, and allow your confidence to grow with each new step. Whether it’s a local interview, a podcast appearance, or engaging with readers online, every action you take is one step closer to reaching your audience. The process may seem daunting at first, but with focus, persistence, and a community like this one to support you, you’re well on your way. Keep pressing forward, stay open to learning, and most importantly, enjoy the journey!
To your success!
Joanne
P.S. I believe in you! (We explore every music genre here!)
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