Doreen McGettigan

So many of the happiest memories I have are filled with music. It’s like the sound is woven through each memory, connecting them. My saddest memories have music attached to them too and without warning a song will come on the radio and I am instantly tearing up thinking of a lost loved one. I married a music man who also has songs attached to most memories, a basement full of 45’s and albums and he is now my personal DJ.

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Writing Wednesday

On Wednesdays I like to share bits of information that I picked up on my journey to publication and preparing to be published again. The kind of information I wish someone shared with me.

MARKETING PART 2

You can find part 1 here:

https://doreenmcgettigan.com/?p=5230

Marketing is composed of Advertising and Public Relations (PR.)

This week I want to talk about PR. It is the communication that is created to show you and your business (book) in the best light possible. Good PR does not just happen. It usually takes serious planning, a lot of effort and patience.

Press Releases fall under the PR category. They should be short, no more than one page and should answer the questions who; what; where; when and why. They should be e-mailed to editors of print media and producers for radio and TV. Editors and producers are extremely busy. Chances are you won’t hear from them but your release could possibly appear in their publication or be mentioned in a community information spot on radio, TV or the stations websites. If you don’t hear from them and your release does not appear chances are they were not interested. Remember lead times if you are submitting to magazines or TV. Many of them plan their publications well in advance. It is never a good idea to call these people. If you put your contact information on your press release they will contact you if they want more information.

Reasons to send a press release for a book:

1. To announce the release of a book
2. To announce book readings/signings

Press Releases should not be sent for reviews. They should never contain links or buying information. That is advertising.

Talk show hosts, radio announcers and news anchors rarely have authors on to discuss their books. They are more interested in ‘experts’ on a particular current topic. This is where you need to get creative and prepare a pitch sheet. What has the research and the writing of your book taught you? As an example, my first book Bristol boyz Stomp is about the random road rage murder of my younger brother. That loss has made me an expert in road rage statistics, grief and victim services. When a road rage assault occurs, a producer or journalist (because I sent them a pitch sheet) may request an interview with me to discuss road rage statistics, give the victims view or to give listeners tips on how not to become a victim. Your pitch should include a very brief bio (related to your topic,) the reason you are the best person to discuss your topic and a list of talking points (what you are able to comfortably discuss on the topic.) Again make sure there is no advertising in your pitch. In your bio you can mention you wrote a book on the subject.

An agent or publisher is likely to Google your name before they decide to offer you a contract. Make sure there is something for them to see. Is your blog consistent? Is your Twitter page interesting and engaging?

A quick way to increase your online presence is to write letters to the editors of local newspapers on current events. Most papers are quick to post these online. This type of letter, once in print also gives you publishing credibility.

Another part of PR is public speaking and events. If the thought scares you find a way to get past your fear. Approach your local library, your church and your bookstore with a pitch for a writing or blogging workshop, author panel, reading etc… Do these for free until you have established a name for yourself. The first people you should invite to your release party is the media.

Remember, the buzz about your book should always come from readers, reviewers and the media, not from you.

Social media is a clever tool for marketing and PR if used correctly. You must be human, chat about stuff other than your book. Be interesting and relevant. If you start or join interesting conversations with people they will want to know more about you, realize you are a writer and seek out your books.

The success of your book hinges on having a book that has heart; is a compelling story and is professionally produced.

Word of mouth is still an effective PR and advertizing tool however; that word of mouth can snowball if you have a good PR plan. PR can be much more effective than advertising. One mention of you and your book by the media can quickly legitimize you as an author.  PR works best in conjunction with a good advertising plan.

After being cooped up in my office writing for eight months, in my pajamas the thought of going out and actually speaking to people terrified me. What would I wear? Would I sound like I knew what I was talking about? With each book signing and each media event my confidence grew. I actually enjoy it now. The key is being practiced and prepared.

Happy writing!

Doreen