Authors: Want the Media to Love You? from Smithpublicity's blog

Enduring media relationships are one of the most important reasons for authors to participate actively in book publicity campaigns. Once you become a trusted media source, you can enjoy years of free visibility. It gives you a built-in audience for future books while continuously promoting you and your business (or professional practice). Seasoned book PR people have some dos and don'ts for authors hoping to make their media relationships long-lasting. They center on availability, providing quotable answers on the topic, respecting the journalist's audience, and making the process quick and easy.

Availability is one of the keys to success. We've all heard about the 24-hour news cycle, which continues 365 days a year, even on holidays. No one can predict when or where news will happen, but when it does, questions arise. Making yourself available to answer questions regardless of the day or hour, nights and weekends included, impresses editors and producers. It generally requires answering your own phone and being responsive to email. If you are ceremonial about things and need people to go through assistants and delays, it's less likely they'll call. Reporters appreciate easy-to-reach experts.

Another imperative is to follow any guidelines you're given. For example, some journalists may email you a set of five questions requesting brief answers of two or three sentences. When you reply, provide what was requested. Resist the urge even if you're tempted to add much more to demonstrate your expertise. Making it easy for someone working on a deadline to find what they need without extra reading will get you far. If you do well, you'll likely have future opportunities where you can get across other areas of your knowledge. Sticking within the guidelines is always good for media relations.

Flexibility helps as well. Even if you're asked about something related to your expertise, comment if you can. Demanding that reporters contact you only about specific questions limits your scope. When you're willing to engage in a broader conversation, it allows more people to contact you more often. If you can't answer a question, promise to find out more if you can do so quickly and come back with reliable information. Relationship building is incremental, and your successes will build over time. Don't try to rush or force too much to happen quickly. You're after good long-term results.