There is a lot of disinformation surrounding the book industry in general. In the simplest terms, the media spreads the word about you and your book. It is your responsibility to locate and curate long-lasting connections in the media. That is, of course, if you want to be successful. Once you achieve this skill, it will separate you from all of the others seeking publicity. Is there a secret formula that publicists and others use to find media contacts? In short, not really, and you will find that it is a skill that you need to learn and adapt to and understand. There are no real shortcuts until you become famous, then you will look back at this as nostalgic but ultimately necessary.

1 It Is Not Just About Your Book.

To be successful in book promotion for both nonfiction and fictional work. It is more about the author than the book. It would help if you kept this in mind while you are marketing yourself as an expert/author to the media. When it comes to attempting to gain radio or TV interviews, remember no one interviews a book. It is about you and the information that you can provide or discussions that you can create.

2 What Is Behind A Media Pitch?

A pitch to the media is typically a short note. Most use email for communication. It should explain why you would be a great guest on the specific show. It could also be why a story or article featuring you or your idea published in a magazine, newspaper, or blog. A good pitch should be direct and to the point. It’s all about getting you accepted by that writer, producer, or the show host. Mention the show or the writer in the greeting. Let them know you are a fan of their work. It is about persuasion to have yourself featured. Put yourself in the pitch reader’s shoes, what would make you interesting to someone else.

3 Know Your Audience.

If you are using the media, its audience should be the kind of people that would be interested in your book. Not every book is for every type of person or every type of media. In general, a crime novel pitched to a food and beverage magazine bore no commonality. Clearly define the type of media that your audience would engage with and then target that type of media. Radio and podcasts often have audiences that cross over interest groups.

4 The Media Really Does Need You.

Show producers, professional writers, and editors depend on self-promoting (or self-published) authors, and publicists Keep this in mind while you are pitching yourself. You are not annoying; you are gold to them, and they want and need your ideas. However, don’t be discouraged if you do not get an initial response, change your mindset. Tell yourself that you are the story that the media needs. Instead of just promoting yourself, learn to sell yourself to the media, and you will decide with whom you will engage. It may seem too simple, but that is what professional media consultants do.

5 About Offering Giveaways.

For interviews in-person like radio, podcasts, and television, consider book giveaways. This builds engagement with the type of media and the audience, which many producers love. It also will keep you and your book in the mind of both the audience and show afterward. You want to build long-lasting relationships; it should be your primary goal, second only to the sale of your book.

6 Personalize Your Efforts.

When reaching out to journalists, you should believe that they would be interested in your book or the information that you can provide. If you can, take a few minutes reading who about who you are going to pitch. You can be more confident in stating you wrote about this previously, and you may be interested in your material. It is all about relationships and personal connections. Make each form of contact a personal connection request.

7 Be Persistent and Patient.

Gaining publicity is more of a marathon than a sprint. Media coverage, as you will discover, is never over. The idea of once and done is only a fantasy stemming from old Hollywood movies. Expect that you will be rejected more times than you are accepted when attempting media coverage. Both professional publishers and self-published authors share in defeat, and it is the character of the media. It is normal, so you should not be discouraged.

8 Be A Realist.

Every author wants to sell millions or tens of thousands of books. In reality, very few authors do; however, it doesn’t mean that you can’t achieve good book sales over time with a strategic and sustained media outreach plan. It would help if you were approaching the media every week with a pitch. You should also keep track of who you have contacted and what you have pitched. Over time as you become more successful, you will discover what works for you.

9 Build A Media Calendar.

There are times of the year that your pitches will fit into holidays and other recurring events. Writing these down will help you build a successful media plan. The birthdays of the members of the media that you have contact with should also be written down. Over time your calendar and media contacts will become your personal guide.

10 Lists are the Golden Goose.

If you don’t have a list of email addresses, create one now. There are services on the internet, many of which that will steal your customers. Some people will tell you that you should market using funnels pages and using Facebook promotions while these approaches may provide you with some sales. It will be your list that will become your single most valuable possession. There are no shortcuts. You must have a list. Without it, you will fail. It is that simple. It is also essential to create relationships with the people on your list.

11 Think Outside The Box

The average editor gets thousands of emails a day, as do most television producers. Most forget there are other forms of communication, when used appropriately, and these can help bolster you and your media contacts relationship. One example that has worked for me is handwriting a very short letter thanking a show host for an interview. Today one host is a close personal friend who reaches out frequently for advice.