One of the rewards of my profession as the owner of O’Neal Media Group, a public relations consultancy includes connecting with dynamic, knowledgeable people like Dana Lynn Smith. In terms of marketing a book, the experience, whether you are an author, or publicist can be one of life-long learning. In my conversation with Dana Lynn Smith, we explore the value of online press kits for increased visibility, engaging in book promotion in advance of the book release, and ideas to consider if you are an author
moving in the direction of handling your public relations campaign, solo.
Jackie O’Neal of O’Neal Media Group:
1. Having an online press kit can enhance media relations because editors and reporters can get fast access to the information they need. In your opinion, what are some other reasons authors should invest in creating an online media kit?
Dana Lynn Smith:
Online author press kits and media rooms save authors time and money because there’s no need to print and mail media materials.
Your online media room is also a great place to showcase your credentials and biographic information for other promotional purposes. For example, you can link to your media room when introducing yourself to bloggers, potential clients, and potential joint venture partners.
See this article for advice on what to put in your author press kit. http://bit.ly/SavvyMar10
Jackie O’Neal:
2. What advice do you have for authors who undertake to do their own public relations campaigns?
Dana Lynn Smith:
Here are some tips for doing your own author publicity and media campaigns:
· Set up your online media room/press kit before you start contacting the media.
· Start local and work your way up to the big time as you gather experience and clips.
· Tailor your media pitches to the publication or show and be sure to focus on how their readers, listeners, or viewers will benefit.
· Carefully edit and proofread everything you send to the media. If possible, pay an editor to review your most important pieces, such as press releases.
· Learn about media relations and get help from a professional publicist if you need it.
Jackie O’Neal:
3. One common mistake some authors make is not beginning the promotion process until the book is released. What are some promotional activities authors can engage in before the book is released?
Dana Lynn Smith:
I agree that it’s really important to begin the marketing process as soon as possible. In fact, authors should begin thinking about marketing before they write a word. Nonfiction authors need to define their target audiences, understand what those folks need, and research the competition before writing their book. Fiction authors should consider weaving promotable elements into the story. For example, you can use a novel’s setting or the hobbies or profession of the main characters as promotional hooks when promoting fiction.
As you’re writing your book, you’ll need to be building your author platform and reputation. Ideally, by the time the book is published you should have lots of friends and followers on social networks, an opt-in subscriber list, connections with bloggers and other influencers, and a loyal readership for your blog. It’s also good to have some media and speaking experience. Of course, it takes time to develop these things, so that’s why it’s important to start early promoting yourself with activities like networking and blogging. No matter where you are in your publishing journey, building your author platform is an ongoing process.
Dana Lynn Smith is a book marketing coach and author of the Savvy Book Marketer Guides available at http://www.SavvyBookMarketer.com. For more book marketing tips, follow @BookMarketer on Twitter, visit The Savvy Book Marketer blog at www.TheSavvyBookMarketer.com and get her free Top Book Marketing Tips ebook.