How Authors Can Get More Media Coverage by Sarah Ramsey

Today we welcome a new guest writer to Writer’s Fun Zone, Sarah Ramsey who is stopping by to chat with us about “How Authors Can Get More Media Coverage.” Enjoy!

***

Putting words together is something writers do because it’s what we feel compelled to do.

Publishing those words – selling them in exchange for sweet, sweet money that funds extravagant lifestyle choices like rent, health insurance, and cat food – is something we do because it’s our business.

And like any business, every author can use media coverage to increase their name recognition and sell more books.

Why does an author need to do media to sell books?

Media relations is primarily about name recognition and establishing authority.

Someone who might ignore an ad instead sees your name in a news article and they are more likely to remember and trust you.

Most of us who consume media are hardwired to put more authority in people we see in that media.

Media coverage is also helpful if you want to build a presence outside of your books.

If you are interested in speaking at conferences or writing a column for a newspaper, media coverage helps you build social proof that you are good at connecting with broader audiences.

How To Increase Your Earned Media Coverage

There are two ways you can proactively seek media coverage: by sending out a press release or by pitching a story to a reporter.

But most press releases and story pitches don’t get used – a recent survey found that the response rate to unsolicited pitches is just over 3 percent. (And that’s every kind of response, even the negative ones.)

To increase your chance of getting media coverage, do these three things: start local, be relevant, and make it easy on the reporter.

Start Local And Scale Up

Almost no one starts with coverage in the Wall Street Journal or New York Times (and if your first media mention is in an international paper, it’s probably not for a good reason).

The best place to start is with the reporters in your neighborhood.

Most towns have at least one free weekly or monthly paper, and if you live in a bigger city, your neighborhood may have one as well.

You might also find weekly or monthly publications targeted to specific interest groups or populations.

Many regions also have magazines that focus on regional cultural stories. If you don’t find a print version, look for the online versions.

Your local news outlets are constantly looking for local stories to cover, so make sure to invite them to readings and book signings especially if those events also support local businesses or libraries

To submit a press release or story pitch, look for a dedicated email or form, usually on the About Us or Meet Our Team page.

You can also look for the editor, news desk, or assignment editor’s contact information.

Be Relevant And Timely

The top reason reporters give for not using a press release or story pitch is that it’s not relevant.

If you’re not getting coverage from your release or pitches, it’s likely because the reporter can’t use what you’re sending.

Put yourself in the mind of the reporter’s audience – what would be newsworthy to them?

It might not be simply that you have a new book out, but instead that a local author with a background in a local industry has a new book set in a particular place of interest or historical era important to that community.

Or maybe your book is a perfect spooky but cozy read they could feature for Halloween books.

Timing is important, too. If you want a news story to appear in the May issue of a monthly print publication, you need to get it to them in March (possibly earlier for book reviews).

For daily or digital publications, or for television or radio, a week is reasonable.

If you send news after the fact – for example, that you published a book last month – it likely won’t be used because it’s not timely.

You would need to find some kind of new and interesting hook to make it fresh and timely.

Make It Easy On The Reporter

Reporters get something like 50 pitches every week, plus assignments from their editors and breaking news to cover.

So if you want a reporter to cover your work, make it easy on them.

First, don’t send attachments in your emails. Those messages often get caught in spam filters and reporters can’t cover what they don’t know about.

Paste the text of your release in your email and add a one or two sentence note at the top.

Second, keep your pitches and press releases short and to the point. Most press releases shouldn’t be longer than 600-700 words (and even those may be cut down if they get printed).

Pitches should be no more than three or four brief paragraphs.

Third, give the reporter a way to find photos or supporting material.

You can include the URL for your press kit or website where they can find pictures or graphics, such as your author photo and book cover, or you can offer to send them those items via their preferred method.

You can do it!

Media coverage will help you grow your name recognition and your audience, and while it might not lead to direct book sales it can help people remember you and find your books.

Engaging with the media doesn’t have to be time consuming or difficult. Remember to start local and build, keep it relevant, and make it easy on the reporter.

You can do it! But if you need a coach to walk you through the media relations process or write a press release for you and tell you where and how to send it, I can help. Sign up for my newsletter here and get a 10-step Press Release Checklist, plus great tips every month.

***

About the Author

 

Sarah Ramsey is the founder of Pitch PR. She offers PR coaching, media training, and done-for-you projects to help authors raise their profile and get more earned media coverage.

 

Connect with her at pitchpr.me or on social media:

Instagram: https://www.instagram.com/publicrelationspinchhitter

LinkedIn: https://www.linkedin.com/in/sarahbramsey