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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.
Publicity campaigns help authors promote their books around the time of publication and launch. But book marketing services have long-term benefits that pay off in many ways. You may enjoy the benefits of your publicity campaign years later as you're called by the media, invited to give speeches, and regarded as an esteemed expert in your field. Experts advise you to actively seek the media's attention and event invitations. Other authors want them also, and keeping yourself on people's minds is imperative. Consider your book PR campaign the start of something ongoing.
Media coverage lives forever on the internet and can appear in search results. Therefore, it's wise to post links to articles and videos (interviews) on your website and social media. They'll appear elsewhere also, and the combination will keep them paying dividends for years to come. It's one of the reasons why seeking traditional media coverage still matters, even though their audiences are shrinking. The online afterlife of the coverage is significant, and many more people will read and watch it over time. People are also favorably impressed by TV coverage and media articles, so your stature will increase.
Today it's a requirement for authors to have websites (it's been several years since having one was a choice), and a media page or pages works well. You can showcase your coverage and link to it. When editors or producers consider covering or asking you to comment on a news story, they'll often check your site first. Their confidence in including you increase when they see your past coverage and can check it out. Because your site and those links remain active, people can find them and watch the coverage for years to come. As you add more, the pages become more powerful.
Business founders and professional practice leaders are increasingly penning books as publicity vehicles. Earning favorable media attention grows more competitive every year, and the book can give you a natural in. The concept of thought leadership continues to gain importance in the personal publicity arena, and authors are automatic thought leaders. Being seen as someone at the top of your field attracts attention and clients in ways it's tough to do otherwise. Your book may also earn you speaking platforms; while you won't actively pitch your business, people will make the connection.
The opinions of others influence book buyers, and getting a buzz going often requires seeking reviews – but what if one is unfavorable? Book marketing services pros have some specific advice for you as the author about what to do and what to avoid doing. Before we get into specifics, it's vital to mention that writing is a business, and trying not to take a bad review too personally helps. Not everyone agrees nor likes the same thing, and some negative comments or reviews are an inevitable part of the process. Try to be thick-skinned about them and view them in the longer-term arc of success.
If you receive an unfavorable review, the first piece of advice is don't respond. Resist the urge to reply directly to an online review, and don't resort to posting comments on your social media complaining about it. It's unnecessary to defend any of your choices or decisions someone may criticize. You have your opinion, and they have theirs. Keep your eye on the big pictures and always write the best book possible and understand each reader will take it uniquely. There are (or will be) other more favorable reviews, and let them speak for your work. Avoid being a sore loser and complaining.
It's also helpful to keep in mind that many people are contrarian and may not agree with a reviewer's comments. The coverage a review gives your book will cause more people to find out more about it. With no coverage, discovering it is impossible for people, which is worse than suffering through a negative review. Publishing industry veterans also remind writers, especially first-time ones, that many of the most famous and enduring books received negative reviews initially. If your work is ahead of the curve, it may take time to sink in and make a more favorable impression.
There is seldom a need to over-correct in response to a review, but there may be things in one to keep in mind for future books. It's often wise to think them through a while after a negative review has been written because you're not in the right frame of mind shortly after. Even if the words were critical, there might be a way to turn them into something constructive. It also gives you an idea about where to seek reviews for future books. If a group of reviewers does not understand or appreciate your work, even if they are prominent, it might be wise to skip them in the future.