In book promotion and publicity campaigns, reaching target readers requires knowing the suitable media. Books promoted by professional publicists benefit from their media contacts – editors and producers from relevant shows and publications. As a result, a significant part of earning coverage is reaching the right people with news of a book’s publication. No title can be for everyone, so it becomes a process of being visible in the needed places. Databases of media contacts, when leveraged correctly, can power a book PR campaign like a few other things. They make targeted media coverage a reality.
Besides knowing the right people to contact, you must understand how to pitch them on your book. Not everyone likes to receive information similarly, and understanding preferences can help. For example, old-fashioned snail mail works better with some people than email. Some people respond more to follow-up phone calls after materials have been mailed or emailed. A publicist’s experience knowing each person’s preferences can help you break through. Authors can learn through trial and error, but book launches have limited time windows for coverage.
As databases have moved online, they have become easier to search and sort. The printed directories of years ago have given way to fast online listings that are updated in real-time. It makes the information more accurate and easier to access. More established PR firms commonly maintain private databases for use only by their publicists. They contain notes from all team members that give insight into each contact’s preferences and openness to receiving pitches. Knowing those in advance can save time and improve efficiency. It wins people over when you approach them according to their preferences.
Once you decide who to contact, targeted pitches also improve results. In today’s competitive world, books should have several target audiences. Each one will likely benefit from a targeted pitch. For example, a book on responsible gardening might appeal to environmentalists and gardeners alike. But the pitches for media targeting each group would be different. You’d lead with environmental information for environmentalists and gardening advice for gardeners. Getting those right and catering to each group’s interests is essential. Success in media relations requires many best practices.
