New Client Booklet
Contents
Client Portal ............................................................................................... 2
Book Shipping ............................................................................................ 3
Invoices ..................................................................................................... 5
ph. 512-501-4399
fx. 512-532-6170
PR by the Book, LLC
PO Box 6226
Round Rock, TX 78683
info@prbythebook.com
www.prbythebook.com
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PR Information Booklet
Contents
Introduction ................................................................................................. 3
Expectations .............................................................................................. 4
General Media Information ......................................................................... 5
Monitoring your News Coverage ................................................................. 5
Media Training Related Articles ................................................................. 6
Print Media Tips ……… ............................................................................ 11
Radio Tips ……… ..................................................................................... 13
TV Tips .................................................................................................... 16
Additional Resources ............................................................................... 22
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Introduction
Thank you for choosing PR by the Book. We have put together a comprehensive booklet so that
you can get the most out of your publicity campaign and understand more about what we do as
your personal publicity team.
What is public relations, and why is it better than advertising?
Public Relations is the creation and management of an organization's communication efforts to
any/all relevant publics and audiences. PR efforts are usually less expensive and lend more
credibility to a product or expert because PR professionals must work through a third party: the
media. Advertising, on the other hand, attempts to attract public attention to a product/business
through paid announcements in print, broadcast and electronic media. With the average
American exposed to over 3,000 advertising messages per day and corporations globally
spending over $620 billion each year to make its products seem desirable, breaking through the
clutter can seem almost daunting. That’s where PR by the Book comes in.
PR by the Book focuses on media relations, not general PR. What is the difference?
PR by the book is a publicity firm that consistently gets results. Publicity is a sub-category of
public relations (advertising is a sub-category of marketing.) Unlike PR, which helps in many
different aspects of a client’s communication efforts, publicity focuses on building strong
relationships with the media and getting coverage for clients. Client mentions in articles can
have a huge return as audiences who read about a product in a story may be more likely to try
it. The audience also receives more detailed information about a book/product, and depending
on the media outlet, a story mentioning a book/person may be picked up by a large number of
additional media, thus spreading a single story to many locations.
What media will PR by the Book contact on my behalf?
PR by the Book is skilled at creating strategic communication strategies for its clients and will
contact all appropriate types of media for you. Usually, the media tends to fall into 3 categories:
1. Consumer (this can include radio, TV and print publications)
2. Trade (bylined articles, tip sheets, case histories)
3. Internet (publications, podcasts, blogs, message boards)
4. Social media (Twitter-ers, bloggers, etc.)
Does PR by the Book handle events?
Yes, PR by the Book can schedule events (book signings at stores and other appropriate
locations) and also the media relations aspect of book promotion. If you have an event or trip
scheduled, please let your campaign manager know and we will work to obtain as much media
exposure as possible surrounding your event/ visit. The event planning piece of the equation is
a separate fee from your regular retainer.
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Expectations
WHAT YOU CAN EXPECT FROM US:
PR by the Book offers different services based on a client’s needs and length of campaign.
However, all campaigns that we work on receive:
 Regular correspondence with a your Campaign Manager (CM)
 Written pitches and typically, multiple press releases
 Targeted media lists
 Emailed press release to targeted lists
 Follow-up calls/ emails to media contacts
 Search journalists’ queries and respond to appropriate queries
 Ongoing correspondence with journalists to schedule reviews and interviews
 An online media report, accessible 24/7 through your private login
WHAT YOU CAN DO TO HELP:
We’ll take of the bulk of the work, but to maximize your publicity, you can do a few things to help
us too:
 Gather some local press tie-ins. Is there something going on in your community that ties
into your book? Let us know.
 Keep relationships with the people who talk about your topic. If your book compliments
what another person is doing, you can make an agreement to not only link to websites,
but to recommend yourself to them.
 Create events we can promote. Book signings are great, but the online world is good
too. Look for some organizations that would be interested in hearing you talk about your
expertise/ topic.
 Work with us. Try to be as available as possible. If we recommend something, please
take our word for it. We want you to be involved and to give input, but we’ll do our best to
achieve the goals you want.
Please keep in mind that a publicist can only provide the platform for you to stand on and shine.
What you do with that platform is entirely up to you. How much you prepare for an interview and
how good you are at speaking/articulating your points to the media is your job. PR by the Book
will be more than happy to give you tips on speaking to the media if you need help in this area.
We have a media trainer on our team who can facilitate either in-person or phone media training
(this is an ala carte fee.)
GENERAL:
1. Keep abreast of the news as much as possible and look for tie-ins/hooks. This will
supplement our efforts. The more eyes scanning the news, the better. Then let your
campaign manager know if you come up with additional angles.
2. Please acknowledge and respond to each email that contains new interview info and/or
book requests so we can be absolutely sure you received the info. Our team tries to
employ a 24-hour response time for all emails and calls. It would be great to hear back
from you in 24 hours, also.
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INTERVIEWING:
1. If a show is scheduled to call you and they are more than 5 minutes late, please call
them at the # we provide on your schedule. No need to call us first.
2. Please be prepared to give your best for each and every interview. You never know who
might be listening/ watching.
3. Please be courteous to all media. Our relationships with the media are extremely
important and you are an extension of us when working with these media outlets.
4. Always try to give your website and other ordering information to push book/product
sales.
5. Be enthusiastic. No one cares about you and your product if you don’t show enough
enthusiasm to make them care.
General Media Information
WHAT’S NEWS?
 To find out what’s in the news: www.tyndallreport.com
 Ways to create news:
1. Conduct a survey and announce the results
2. Develop tip sheets (top 10 xx…)
3. Create an awareness day
4. Offer free advice on the Internet (journalists surf too!)
 Ask the experts sites:
i. www.experts.com
ii. www.expertscentral.com
iii. www.exp.com
iv. www.askme.com
v. www.allexperts.com
Monitoring your News Coverage
You will receive an email update from your campaign manager regarding the media interest
received for your campaign the day it happens. These emails will include information such as:
who requested a copy of your book/product (requests/ pending), what media wasn’t interested
(declines) and what media wants to write a story on you or has scheduled an interview
(booked.) This is what we call “real time information” for you.
CLIPPING SERVICES:
 www.baconsinfo.com
 www.burrelles.com
 www.lucepress.com
 www.vocus.com
 www.newzgroup.com
 http://webclipping.com
BROADCAST MONITORING SERVICES:
 www.vidmon.com
 www.multivisioninc.com
 www.metromonitor.com
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GOOGLE:
Periodically check www.google.com for your name and title. You should set up Google Alerts
for:
1. Your name
2. Your book title/ product/ company name
Also, check www.newslibrary.com, search, then go to that publication’s website and find your
article.
Media Training Related Articles
SUBJECT HEADLINES: CRACKING THE CODE OF EMAIL HEADLINES
Adapted from Entrepreneur Magazine Scribe Shares Six Essential PR Tips for Everything from
How to Create Better Press Kits to Writing PR Subject Lines That Sell Stories to the Press by
Aliza Sherman Risdahl
Entrepreneur columnist Aliza Sherman Risdahl says a common peeve among journalists is
PR’s dependence on hyperbole. “There is nothing more off-putting than a fast-talking PR person
telling me how cutting-edge their company is, how their idea has synergy with the latest trends
or how their product will blow me away,” explains the prolific freelancer. “Let the product speak
for itself,” she advises. “If it’s really that great, I’ll realize it moments after seeing it. I don’t want a
hard sell with marketing buzzwords. I want a solid news story that fits my beat.”
1. Become a Google guru to find untapped freelancers in your beat. “Do a Google
search for ‘freelancer’ or ‘freelance writer’ and a relevant topic or magazine name,”
advises Risdahl. For example: “I come up on the 3rd search results page for ‘freelance
writer, Entrepreneur magazine’ (hmmm…will have to work to improve that!).” In addition:
“Most freelancers have online resumes or Web sites, so look for those and read their
sample clips. I have an extensive list of my clips at www.mediaegg.com/samples.html.
Still, I get pitches that are so off-topic for me (like articles on VOIP or profiles of male
CEOs), that I send people back to my site to review my clips.”
2. Track ProfNet and other services to see what freelancers — and others — are
working on. “If you subscribe to a service like ProfNet or Bacon’s, make note of
freelancers who are querying on topics that could be related to your news story,” Risdahl
continues. “But don’t pitch them right away unless you have the perfect fit for their query.
If they’ve posted a query, they are most likely on deadline and would not welcome
random, unrelated pitches,” she cautions. Instead, “Contact them in a week or so with a
general inquiry as to their beat, what they might be looking to write about and then offer
a very brief pitch to see if they are interested in your story. Be clear how you found
them.”
3. Send brief emails with killer subject lines — not “clever” (or overwritten) pitches.
“I can’t emphasize enough how short pitches with relevant subjects beat out lengthy
email pitches with catchy, cutesy subjects,” Risdahl shares. “Also, the shorter the
subject, the more effective. Depending on the email program, subjects can get cut off
like these actual subjects: ‘Praise Unusual Offers Unique Telepho...’ and ‘Search Engine
Users Prefer Plastic Promo...’”
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MASTERING YOUR IMAGE
10 techniques to keep the conversation on your subject that work every time…Tallulah
Bankhead described working on television as "like being shot out of a cannon. They cram you
all up with rehearsals, then someone lights a fuse and-BANG-there you are in someone's living
room." To be ready for your time to shoot out of the cannon, take the time to thoroughly prepare
your ideas and sound bites. Television, radio and print interviewers are often focused on
presenting a lively, entertaining program—not on promoting you or your products. Honing your
conversational skills to include a repertoire of key phrases will keep interest focused on you and
the points you want to convey.
1. When asked a question that doesn't pertain to your topic... Sharing information with the
audience you know is fascinating makes the interview move at a swift pace while making the
interviewer appear as if he's doing an excellent job. For example say, "What most people want
to know is...." Or, "What many people ask me about is...." Or, "What people find most
surprising/useful/ entertaining is...."
2. When asked a question for which you don't have a clear answer...Stay within your area
of expertise and reinforce the impression that you are knowledgeable in your field. You might
say, "I don't know about that, but what I do know is....which I discuss in...(name of presentation,
book, article, brochure, report etc.)."
3. When asked a question that is too general...Ask yourself a specific question and then
answer it. You might say, "I sometimes wonder how I could have written/said...." Then launch
into a story, anecdote, or epiphany.
4. When asked a question that could provoke controversy...Jean-Paul Sartre said, "Words
are loaded pistols." You can use word's explosive power in your favor by learning how to soften
your introduction before delivering controversial ideas. President Clinton uses this technique
when he is talking about sensitive issues such as abortion. It's a way of acknowledging a
difficult issue or position while respecting your critics' or opponents' ideas. Also, by mentioning
an opposing view, you automatically diffuse it. Examples, "People who disagree with me might
say...." Or, "Other people who have opposing ideas may say...but I believe...for these
reasons...." Or, "What I'm about to say may make a number of people angry...." A Gaelic
proverb states, "if you want an audience, start a fight."
5. When asked a question you don't want to delve into deeply...State facts, statistics or
quote someone else who has information relevant to your point. Surrounding yourself with other
experts who agree with you creates a fortress of facts that support your views. Remember, you
are in charge of how you are presented to the public. Even when caught off guard, take a deep
breath, reflect, and then say something that people will remember.
6. When asked an embarrassing or inappropriate question...Reframe the question by
beginning with, "What I felt was...." Then focus attention on a broader social issue or expand it
to encompass what many people might feel. An interviewer asked one of my clients who had
been raped: "Did you feel dirty, unlovable, ashamed?" Instead of answering, "Yes," she might
have responded, "Many women whether they've been raped or not, have been made to feel that
way about their bodies or sexuality at some point in their lives. That's why I've chosen to speak
out on this sensitive issue now. To give a voice to all of us, even those who have no voice."
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7. When asked a question that is too personal...Use humor to lighten the atmosphere. Or
change the nature of the question gracefully by saying, "What I'd really like to say is...." Or, "The
question I'd really like to answer is...." Or, "In my book I say...." Or, "I'd like to keep that part of
my life private, but I would like to share this...." Then offer something else delicious and intimate.
8. When an interview is lagging...Ask to read a passage from your book or describe your
service with a tightly condensed and powerful phrase. You will have already chosen in advance
a paragraph or two that is particularly exemplary. Don't feel shy about offering. Most
interviewers are so busy they may not have had a chance to review or even peruse your book
or the information you've provided. You are the person most familiar with your book, personality
or business and the best parts of it! When she was being interviewed for her book, "Some of
Me," Isabella Rosellini delighted her audience by picking an imaginative and lively section which
she read with feeling.
9. When you're pressed on a sensitive point...
When Terry Gross pressed Chuck D, leader
of the rap group Public Enemy, about one of the members of his group making anti-Semitic
remarks, he answered vaguely a number of times and then said bluntly, "Let's move on," which
made him appear rude. Instead, he might have said, "I've really said all I can say about this.
Can we go on to the next question?" Or, "I've really answered this to the best of my knowledge
at this time with the information I have available." Another way to handle persistent questions on
a topic you wish to avoid is to give a series of very short responses, or answer them with
information that is so charming or captivating the interviewer won't notice you've deviated from
his/her request. The interviewer will then feel as if his/her questions have been answered
satisfactorily without being embarrassed by not being able to elicit a direct response from you.
10. When you haven't been asked something you want to cover...Offer to share something
the interviewer hasn't thought of. Most often he/ she will greatly appreciate your thoughtfulness.
Use a teaser tidbit. "I could tell you about...if you'd like." It may surprise you but people rarely
remember the questions an interviewer poses. What they remember are your answers. And
when they no longer remember your answers they remember the feeling they received when
hearing you speak.
By Susan Harrow
TURN MEDIA INTERVIEWS INTO SALES
Many people don't understand what soundbites are. They don't know how to create soundbites
that sell. They don't know that it's not enough to be clever, entertaining or quippy. That might
make TV and radio hosts happy, but it often won't bring in the kind of results you're looking for:
to grow your business, sell more product, get new clients, more customers, or increase your
fees. You want to develop soundbites that speak to who you are, what you do and how well you
do it. Soundbites are the essential messages that will create sales and recognition. They consist
of anecdotes, analogies, stories, one-liners, and facts that you can speak in 15-30 seconds.
They should be singly focused on what you want your audience to know.
To turn media interviews into sales here are 3 things you can do:
1. Incorporate Your Past into Your Present Experience.
Camus says, "We are the sum of our choices." We want to know how your childhood dreams
have influenced the career you've chosen. Your past often has predictors to your future
interests and life decisions. If you don't want to go back as far as childhood then go back in your
professional career. Sarah Newton, The UK's Top Teen Coach, said that when she was a
juvenile corrections officer what she heard from teenagers most was that they didn't feel heard,
understood or respected. "The most important thing a parent can do is listen," says Newton.
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Often soundbites like Newton's seem simple. But it takes work to distill your ideas down to their
essence. It's the unadorned statement that is often the most powerful.
Another way to tie past to present is to show how your passion drives your profession. "People
think I am disciplined. It is not discipline. It is devotion. There is a great difference," says
Luciano Pavarotti. Choose the words that show your devotion.
2. Include Client Successes.
How has your product or service impacted your clients or customers? Tell a story that centers
on that success. Marty Friedman, seminar Leader and author of Straight Talk for Men About
Marriage, says, "An attorney who came to one of my seminars said he didn't really think he got
much out of it--until he got home and his wife wanted to have sex with him--for the first time in
months. 'I guess I must have learned a little something,' the attorney admitted."
Friedman tells a very succinct story with a potent punch line. And this soundbite lets you know
that his methods are so powerful they work on non-believers and hard-sell cases like attorneys.
3. Show Your Suffering.
The people I've known who have suffered the most are funny, sarcastic, and wise, but never
saccharin. Saccharin is all this sweet talk about love and understanding and comes off as facile.
Love, understanding and forgiveness aren't sickly tender. They often come out of bitterness,
hopelessness and heartache. We trust those people who have suffered or who have failed over
and over again and are willing to share their insights--in a non-showy way.
Dr. Vicki Rackner, CEO of http://www.medicalbridges.com and Medical Editor of the Hope
Health Letter which reaches over 3 million people says that at age 40 she made a radical
choice: to close her private practice to be with her son. "As the operating room door closed,
another opened. I can't tell you that everyone lived happily ever after because we're just at
`once upon a time'." Closing her practice, the choice she made to forgo surgery in favor of
becoming a patient advocate, goes against the grain of what "society" could deem is proper for
a board certified surgeon with a full practice. You know right away that she is thoughtful and has
tremendous empathy and insight. As a patient wouldn't you want her on your side?
Soundbites, speaking in condensed language to convey your points, is an art to be practiced
daily in and out of media interviews until it becomes a natural way of speaking.If you incorporate
your past into your present experience, include client successes, and show your suffering during
an interview you'll be perceived as an expert, increase your sales, and develop a following all
while demonstrating your humanity.
KEYS TO ENTERTAINING YOUR AUDIENCE WHILE PERSUADING THEM TO BUY
1. Quote from your book, business, product or cause.
Tag the pages in your book or materials and rank them in priority. Give the audience a tasty bite
of what it would be like to indulge in the banquet of your services, buy your book or product.
Think of it an auditory sample that your audience can take home with them.
2. Say the name of your book, business, product or cause.
Weave the name of your book, business, product or cause into the conversation at least three
times, so it sounds like it is a necessary part of the sentence.
3. Lead a panel discussion.
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When you are introduced don't just say "Thank you" or "Good Morning," lead with a sentence
that will spark the discussion. The host will often then either come back and ask you the first
question or refer to your comment to get the conversation percolating.
4. Tantalize your audience.
Right as the host says he's going to break for a commercial, take five seconds to say what you
are going to talk about next. Use key words like, "When we return I will tell your audience the
biggest mistake to avoid, or the one thing they should never leave the house without, or the
secret to speak a mesmerizing message in 30 seconds etc."
5. Establish urgency to sell your products.
Promise your audience something and then deliver it. Give a special deal that has a limited time
offer. Another way to establish urgency is to tell people what they are losing by not having your
product or service or joining your cause. These are embedded marketing messages that spur
people to action. Practice until you say them naturally.
6. End with a call to action or reaction.
There are two types of closes for your message—a demand for action or a demand for reaction.
Which are you trying to elicit?
*Adapted from the book Sell Yourself without Selling Your Soul.
PREPARING FOR AN INTERVIEW
Prior to doing an interview:
1. Research the publication and its audience before speaking with the reporter. Industryspecific examples, or expertise focused on the magazine’s audience will give you a
better chance of getting published.
2. Ask the reporter or the person arranging the interview for some preliminary questions to
get your mind thinking on the right track. Topics can have many different angles, so you
want to know as much about the reporter’s angle as possible. However, a reporter will
rarely ever have only one specific questioning path, but it’s good to have as much
information as possible before the interview.
3. Take time zone differences and deadlines into consideration. Always ask which time
zone the reporter is located in and try to be flexible about scheduling the interview
accordingly.
--Pam Lontos
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Print Media Tips
DO SOME OF THE REPORTER’S WORK
With more papers cutting back on staff, reporters are stretched thinner than ever. You can score
big points by helping make their lives easier.
Try taking the extra step, by presenting a pitch that says, "There are tremendous things
happening in my field. I have some hard-to-get statistics, a number of independent experts and
contacts at some of the field’s biggest players that I’d be happy to share with you."
This is especially powerful if you can identify a trend that the reporter may not even be aware of.
The key: it can’t be too self-serving. Your product or service should play a role in the story, but
not be the focal point. Otherwise, the reporter will conclude that you’re just blowing smoke.
For example:
"Hi Mike, Lisa from PowerCo here. Hope you’re doing well.
There’s a fascinating development in the electric car world that I wanted to share with you. For
some time now, we’ve been working with a company in Texas that has discovered a way to
remotely charge a car’s electric battery, using technology not unlike Internet wi-fi.
This can be a major innovation. We’ve developed a prototype delivery system to work with this
battery, and others in the field are thinking along the same lines. This could really be big. If
you’re interested, I can put you in touch with the project leader at the Texas company, and also
with my counterparts at four other companies that are developing parts and systems to
complement wireless charging batteries. Also, I know just the right person at the Renewable
Energy Association to put this all in perspective for you. If you’re interested in this, let me know
and I’ll get you in touch with everyone."
Think that would get a reporter’s attention? That’s much more powerful than "we’re developing a
delivery system that would work with a wirelessly rechargeable battery. Want to do a story about
us?"
Now sit back and watch the happy reporter emails roll in.
LEARN THE SECRETS OF PRINT INTERVIEWING
1. Remember you're always on the record. Even when the tape is off, even when the reporter
has put away his pad, even when you think that the reporter thinks you walk on water, you are
on the record. One of my clients who knows better gave an interview to a columnist at a
prominent national paper. She thought they had a jolly rapport and became a bit loose lipped
about the fortune the business had amassed in a hard-won deal. The interviewer positioned her
as a spoiled and arrogant twit who had, to a certain degree, lucked out. She called me fuming,
and at the same time knowing it was her fault.
The reporter is not your therapist so this is not the time to discuss your innermost workings. I
remember a friend of mine saying that there was nothing so mesmerizing as having a therapist
listen to her in with total attention. It's seductive to know that a person finds you fascinating.
While you're not paying a reporter, their job similar to a therapist's, is to be a skilled listener. The
reporter is there to do one thing-get a good story. If you don't want to see it in print, don't let
those precious words leave your lips. Period.
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2. Don't beg. Your lips are made for talking. While it's imperative to be attentive don't bow,
scrape or otherwise raise your lips to the posterior of the reporter. You are there because you
have valuable information to impart. Much as some reporters pretend they don't need you,
you're a critical part of their job. Focus on their questions and your message and you'll make a
good interview.
3. Ask to verify your quotes. Author Bill Barich describes his first media encounter for his first
book "Laughing in the Hills." "So I flew off to New York in February with a borrowed suitcase,
feeling for all the world like John Boy Walton, the would-be-writer of television fame. The
magazine (The New Yorker) put me up at the Algonquin Hotel, directly across from its
headquarters, and soon I was seated in the regal lobby bar and conducting an interview with a
journalist from (of all places) Women's Wear Daily, who'd been dispatched by The Viking Press
for some advance publicity.Hardly a pro and suffering from years of isolation, I delivered an
impromptu lecture on the importance of literacy in a democratic society (a surefire topic for the
poor guy's audience) and forgot to mention my book. When the story ran, I had my first
experience of being misquoted. My entire lecture was boiled down to a single remark, "If you
can't read, you shouldn't be allowed to vote." (SF Examiner Magazine, April 12, 1998).
To avoid a similar fate, prepare your soundbites well. Have the reporter read your quotes back
to you so you can correct any inaccuracies. Realize though, that if you're not pleased with what
you've said, the reporter is under no obligation to let you try again. Though if you can think of
something well worth quoting that sounds better they will be inclined to use the clearer, sassier
quote. Verifying your quotes will help reporters resist the temptation to condense what you say
while trying to keep the spirit intact. The New York Times is one of the few publications whose
editorial and style and usage manual dictates that its reporters not doctor a quote.
4. Request your contact information be included. Be very clear on how you would like to be
identified and contacted. Give the reporter the correct spelling of your name, title, business,
phone number, URL and any other relevant information. Ask for what you want. Think about
what will bring you the maximum clients, exposure, whatever it is you desire and ask to list
those things first. If it's best for your 800# or website request they be included.
5. Invite the reporter to call you back with any additional questions.
Once a reporter gets back to his desk he may find that he forgot something he wished he had
asked-but may not want to seem unprofessional or negligent and so might prefer to leave
something out rather than keep it in error. Another reporter may be one sandwich short of a
picnic or brand new and not know the ropes. To cover all types of reporters ask if you may call
the reporter back in the event that you think of something you'd like to add. This is a great way
to insure accuracy and save face, and to maintain control over and shape your own story.
Happy interviewing!
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Radio Tips
RADIO 101: TIPS FOR SPEAKERS DOING RADIO INTERVIEWS
These days, even radio programs are online. You can get a pretty good overview of what a
radio show does if you visit its Web site or Google it. Just a few seconds on radio Web sites will
give you all you need to know to make sure you're talking about something relevant to the
station’s audience. These days, the Internet is your best friend. Here are some additional tips for
working with radio:
Guests need to be able to speak at length—and illustrate with real examples/props. What
works best for TV doesn’t necessarily work for radio. There are a lot of guests on a TV segment
and it's moving all the time. “For talk radio, what we do is more about having a guest who can
be on topic for an hour or two. So, make sure your source can be available that long and has a
real opinion on topical issues," says Shana Pearlman, a senior producer at Fox News Talk.
Also: "Realize we need guests who can tell first -person stories about what's happening to real
people," she advises. "Your guest needs to be someone who can provide what either the host
or callers can't—that often comes down to offering some context on a larger issue or trend,
offering specialized knowledge or proving case studies and real life examples and stories."
Be a breaking news junkie—have the radio blaring in the background. "Radio is about
being topical and addressing what is happening at that very moment. For example, if you’re a
behavior profiler when the story about the Jamaican guy with explosives broke, we'd want that
person on the show right then to talk about how they caught him." In addition: "Sources should
be up-to-date on all news and know what is breaking that very second," Pearlman says. "If you
aren't aware of the moment's headlines, then you're going to look bad.”
*adapted from Talk Radio Insider Tells PR How to Ride the Airwaves to Success by Brian
Pittman
LEARN THE SECRETS OF RADIO INTERVIEWING
Create vivid word pictures. "The most impressive migrator is a little tiny bird called the Black
Pole Warbler. It weights less than one-half an ounce. You can mail two of these things
anywhere in the U.S. for a 33-cent stamp. It's about four inches and of course most of that is
feathers," explained nature expert Scott Wiedensaul. Isn't that a great description? Both simple
and concrete you get a real visceral sense of the size of this bird.
On a more serious note, Dean of the Graduate School of Journalism, University of California,
Berkeley and Chinese scholar Orville Schell told this resonant story on the radio. "In 1926 when
a protest against Japan reached the gate of Heavenly Peace the war lord then in power fired in
the crowd killing 50 people, wounding 100 and the square was bathed in blood. China's most
famous writer Lu Hsun said a striking line: 'Lies written in ink will never disguise truth written in
blood.'" In less than 25 seconds Schell has given you a picture of a political climate visually,
auditorally and emotionally.
Tell stories, stories, stories.
People remember stories. If there's one thing and one thing only
you learn from being on radio it is to tell stories. Radio is an ideal medium for storytelling. Your
listeners are tuned into the purity of your voice. They don't have any other distraction so they
actually focus in on your words, tone and expression. While they hang on every word they can
get hung up on every "uh," so work to eliminate any non-words from your conversation.
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Quote from your book, business, product or cause. Tag the pages in your book or materials
and rank them in priority. Give the audience a tasty bite of what it would be like indulge in the
banquet of your services, buy your book or product. Think of it an auditory sample that your
audience can take home with them.
Personal Coach Rebecca Everett, who has been interviewed several times at her local PBS
radio station, wrote in with this advice:
1. Prepare and rehearse 10-30 second responses that include the crucial information you want
to impart about the topic of the interview. NOTE: You want to make sure your 10, 20, and 30
second soundbites are not only fascinating but relate to the product or service you're there to
sell. A great story for its own sake is just that. I love great stories, and I encourage you to keep
your focus in mind when you choose which one's you're planning to tell.
2. If you can't "see" the interviewer (doing it over the phone) or can't visualize the audience or
callers, take along some photos of people you know or clip pictures from magazines and put
them where you can "talk" to them. I learned this from James Alburger at
http://www.voiceacting.com.
MY NOTE: Fantastic advice. What a great way to give a warm
feeling over the air-waves. Remember, you're just having a friendly chat with another person, a
few million other people just happen to be listening.
3. Be friendly with everyone you come in contact with during your preparation and appearance.
The production assistant on one show will probably become the producer of another and looking
for people who are easy to work with. NOTE: I believe you can apply this counsel to everyone
you meet, not only people you want to book you on a show. Treat everyone as if he were a
guest in your home and you will be welcomed everywhere.
RADIO INTERVIEWING: CREATING MYSTERY AND MAGIC OUT OF EVERDAY TOPICS
by Susan Harrow
A radio interview gives you all the space in your imagination for musing about the past--but not
all the time. On the radio you can spin a yarn, but you sure won't get enough time to knit an
entire sweater or even finish the thumb on a mitten. But you can maximize your time by telling
stories that intrigue and leave enough out so your audience wants more.
1. Say what you're not going to tell.
I was listening to NPR commentator, teacher and writer Reynolds Price talk about his transition
from walking person to paraplegic on Terry Gross' NPR show "Fresh Air." When she asked him
what he had to give up he answered her first by telling her what he wasn't going to tell her. I was
all ears.
He said he was going to say one thing, but after he said his one thing he wasn't going to say
any more about it. In other words he was defining his limits in no uncertain terms. And he did it
in such a way as to make it final. His one thing: When he became paraplegic he gave up sex-because he had to--physically. End of story. This was the only point in the interview when he
became quietly serious. You knew that this one thing was a hardship for him. He spoke of many
joys, but the lack of the physical affection that he knew in his old life pained him. It was obvious
in the not-telling.
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2. Don't take serious matters too seriously.
Reynolds Price discussed the two visions he had during his lifetime and their impact on the way
he lives his life now at age 72. Visions are a touchy subject for anyone. But Price made the
profound both mysterious and funny. His second vision was about twenty years ago, right
before he had the radiation treatments that paralyzed his legs. He and Jesus were in a body of
water and Jesus was pouring water on the scar on his spine. He told him his sins were forgiven.
Price asked him, "But am I healed?" Jesus said, "That too." In spite of this vision and Jesus'
proclamation Price opted for radiation treatment anyway--which made his legs useless. Why? "I
don't know." Later he said that his affliction made him feel chosen. Aren't people unfathomable?
Doesn't it make you wonder?
3. Surprise yourself by doing.
It's one thing to think of soundbites to say, another to practice them out loud by yourself, still
another to practice with a soundbite buddy, and different still to actually do a radio interview.
Kathan Brown, author of "Ink, Paper, Metal, Wood," says of the artist Wayne Thiebaud, "I
learned from Thiebaud that artists are in lifelong pursuit of 'it", one baby step at a time. Lightning
bolts seldom come down from the sky, he said, but one thing does lead to another, so ideas
recur, and changing anything changes everything. In a 1987 lecture Thiebaud told his audience
that printmaking has made 'an important difference' in his 'inquiry into how form evolves."
Making a print, he said, is 'an orchestration between what you think you know and what you're
surprised to learn."
4. Speak of now.
O.K. I train people to hone their soundbites, their stories, their anecdotes down from a beanfield
to a bean. But I love the sun that warmed the beanfield, the beanfield itself and the road that
lead to it. But once you've honed the beanfield into beans and spoken about the beans in every
context possible you're now free to speak of all the things that surround the beans.
Once you become fluid in your soundbites you no longer need to adhere to them. You can take
an event from your life that happened today and transform it into a soundbite bean that has a
new context. That is the beauty of learning all the different formats for soundbites until they
resonate in your bones.
In the movie Akeelah and the Bee, Akeelah, the girl studying to win the national spelling bee title
learns all the derivations of the words she needs to spell. During the Bee when she hears an
unfamiliar word she asks, "What is the derivation?" She has the clues to spell it correctly once
she knows if it's Latin, Greek, German, Italian etc. because she knows how words from all of
these places are constructed. Then if she is still unsure she may ask for a definition of it's
meaning, too. So she has all the information she needs to give an intelligent (and hopefully
correct) spelling.
Understanding word derivation stops the bee from being an auditory guessing game. Same with
soundbites. Once you understand their construction you can create them on the spot. Like
studying for a spelling bee this comes from days, weeks, months, years of diligent practice-typically with a partner.
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TV Tips
TELEVISION 101: AN INTRODUCTION
TV Reporter Shares the Secrets to Getting Covered On the News
By Jeff Crilley, Author, Free Publicity
Note: Whenever and wherever you’re traveling, a great way to increase publicity is to ask your
hotel to place an event flyer for your interview or book signing in the hotel’s morning newspaper.
Do you have a great idea for a story, but no clue how to get it in the news? After twenty years of
beating the street as a TV reporter, I have a scoop for you: the media needs good stories. So,
here are five steps to increase your chances of getting covered:
1) BE UNUSUAL
The old adage about "Man bites dog" still holds true. The news doesn't cover what's normal. We
cover the abnormal. PR whiz Carolyn Alvey knew this when she was trying to raise money for a
charity several years ago. Instead of holding a garage sale, she sent out a press release
announcing a "Celebrity Garage Sale." Everything from Bob Hope's old golf clubs to Roger
Staubach's long-neglected neckties were for sale. By making an ordinary garage sale
extraordinary, the media was instantly sold on the story.
2) BE VISUAL
Reporters tell stories with pictures. If the pictures aren't there, chances are the reporters won't
be either. Even the most non-visual story can be made visual if you're creative. A dog biscuit
business? Boring. A dog birthday party complete with doggie guests and party hats? Now you're
barking up the right tree. That's what Michelle Lamont did to boost her dog biscuit bakery. She
began baking huge dog biscuit birthday cakes and inviting the media to cover the parties. She's
had reporters hounding her for stories ever since.
3) CHOOSE THE RIGHT REPORTER
Perhaps the most common mistake even some PR pros make is trying to sell a good story to
the wrong person. Most reporters have a specialty, like "crime" or "business." So, seek out the
reporter who will have the most to benefit from your story. Start studying the news. Before you
call a TV station or try and pitch the paper, become familiar with a reporter's work. Don't try and
sell an investigative story to a reporter who covers entertainment.
4) WRITE LIKE A REPORTER
If I were going to send a press release to a reporter, I'd write the kind of headline that a
newspaper would run. And I'd make the rest of the release so conversational that a TV anchor
could read it right on the air. Why is this so important? A major market newsroom gets hundreds
of press releases every day. Often the decision on whether to cover your story is made in a
matter of seconds. Many times that well-crafted sentence in the third paragraph of your press
release is never read.
5) WAIT FOR A SLOW NEWS DAY
The holidays are the slowest "news times" of the year. When government offices are closed, so
are most of our sources. Take advantage of it. In fact, take out your calendar and begin circling
government holidays. If the government isn't making news, we reporters are scrambling to find
something to cover. Pitch even an average story on a day when the media is starving for news,
and you're much more likely to get coverage.
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There you go. Now you're armed with knowledge that even some well-paid public relations
professionals don't practice. If your idea is unique, visual, and pitched to the right person when
the supply of news is running thin, you're in!
Jeff Crilley is an Emmy Award Winning Reporter and author of Free Publicity. It's available at
bookstores everywhere or online at www.jeffcrilley.com. Jeff speaks at no charge. If you know of
a group that could use a free talk on free publicity, please let him know.
Note: You can also make a Powerpoint presentation to view while giving a television interview.
Key things to remember: choose colors that are vibrant, yet appealing, pick out font-type and
size that is legible from a distance and that is easy to read, add spaces between lines and
choose light font on a dark background.
7 TIPS TO BECOME A STAR TV GUEST:
1. Map out the segment with the producer.
"I was referred to one of the "bookers" who did a quick screening and then put me in contact
with an associate producer. Over several phone conversations, we worked out the subject
matter of the 3-4 minute interview."
NOTE: Once you've passed the "audition" with a booker you're passed to an associate (or other
less senior) producer. Often after that first "audition" you must be screened by producers at
higher and higher levels. If you're chosen then you begin to create a segment together.
2. Help the producer shape the segment.
"The 'backbone' of the spot was my recently published book, SECRETS OF A BEVERLY HILLS
COSMETIC SURGEON, The Expert's Guide to Safe, Successful Surgery. The associate
producer and I had discussed what I consider to be the non-frivolous and important consumer
issues of the book, such as how to select a properly trained surgeon and how to be certain that
the facility in which the surgery is to be performed is properly credentialed and hence safe. And
even the issue of having an anesthesia specialist in the patient's service to assure comfort and
safety. Those are the key gems for the consumer-reader-viewer."
NOTE: Robert choose important issues of concern to Zahn's audience angling his ideas to suit
her show. It's up to you to suggest ideas that would make a great segment. Listen to the
producer's ideas and don't be shy about gently suggesting alternatives. A pro-active guest who
knows his material is prized. Be sensitive though to how attached the producer is to his idea and
suggest yours accordingly.
3. Expect the unexpected.
"On the air, the focus of the segment was somewhat different than I had been lead to expect.
Paula Zahn, who is as smart, charming, and attractive off camera as on, was a hospitable and
engaging interviewer. However, as comfortable as I was made to be, the questioning by Paula
got stuck on "which celebrities have had what done." And, they put up photos of some selected
celebs and asked me to comment on them—including ones I had not seen prior."
NOTE: Always be prepared for the unexpected. This is a frequent tactic of TV shows. If they
had told Robert ahead of time what they were planning he may not have agreed to be their
expert. Instead they lead him to believe that they would focus on what he considered important
issues. To be fair to the show they may have planned to cover what was discussed, but
changed their mind at the last minute. Or they may not have had time or didn't feel it was
necessary to inform their guest of show changes.
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Also, talk show hosts are expert at making you feel comfortable. It's their job to help you be a
good guest (relaxed and credible)—as ones who are nervous don't come across well. A typical
tactic is to put you at ease and then ask an unexpected question to get a candid response—
which often makes for good television. Be ready. You can be candid and still speak to YOUR
talking points.
4. Prepare your answers and bridge to them.
"While I have had professional coaching on 'guesting,' and understood how to redirect the
questions, I decided to just 'go along' with the trail of questions Paula posed. I could see that
this was going to be a 'light interview,' not hard news. Not that it was distasteful or unpleasant,
but, frankly, it seemed redundant and wasteful of audience time. I felt the public deserves more
significant information than yet another review of Joan Rivers' ultra-raised eyebrows or Michael
Jackson's nose remnant.
While I did not expect a formal 'book review' I felt the viewers would have appreciated knowing
how to avoid the bad surgical results that everyone is so familiar with.
As I would have told the viewers, 'If presumably smart and wealthy people can have such bad
cosmetic surgery, how does the "average citizen" avoid it?' In the end, it was not a particularly
informative session—a bit fluffy—and I saw that as an opportunity lost. But, hey, while it says
Cable NEWS (italics mine) Network on the door, it is still first and foremost entertainment. Show
biz. So, always cognizant of that, I just rolled with it and enjoyed myself."
NOTE: The show wanted the sexy celebrity angle, but Robert could have bridged to the
information he thought was important with a phrase such as "Mistakes can happen to anyone,
including celebrities like Michael Jackson. To prevent these mishaps for yourself you can..." and
then he could have delivered the key points he wanted to cover such as the importance of a
good anesthesiologist.
5. Follow the host’s lead and make your points.
"Yes, I could have diverted the conversation and tried to say what I thought needed to be said,
but one has to weigh the benefit of taking that path and possibly being disfavored by the
program and hence not be welcomed back or just going with the flow knowing that just 'being
there' and having the cover of the book flashed on screen is quite satisfactory for my purposes
of promoting the book."
NOTE: You can satisfy the host and yourself by balancing the information with what the host
wants and what you want. If you transition gracefully by taking a few seconds to comment on
their question and then a few seconds to focus on your point everyone will be satisfied.
6. Let the host and show promote your product.
"Another unanticipated plus of appearing on the program was that during the entire day, the
interview segment was promoted heavily and the repetition of my name throughout the day was
a bonus that cannot be disregarded. I saw each hourly announcement as a 'free advertisement.'
I was happy.
Bottom line: Breathing or not breathing, dead or alive, being a guest on a nationally televised
interview—regardless of the quality of the interview—is worthwhile to any author or public figure.
And, it is fun and a memorable experience for those of us from outside the media world. The
producers liked the segment and, after all, it is their show."
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NOTE: Often times guests are overly promotional in an effort to make the most of their on-air
time. You won't be invited back if you plug yourself or your product obviously. Find out ahead of
time how your product will be positioned on the show. Let the host do the promoting. Your job is
to give great information about the product, service or cause that incites your audience to take
action.
BEFORE the show, and at the time your booking is confirmed, ask that your website, 800# etc.
be displayed on the screen (this is called a chyron). Realize though, that some shows have
policies not to do this. Ask also how your product will be positioned on the show. Always bring
your product with you in the event they've lost the one you sent. This will insure that your
product will get the publicity that you want. Better yet, if you can create interactive scenes that
involve your product that are entertaining and witty you will be a hero.
7. Enjoy the recognition and propose a new segment.
"Finally, and probably most importantly, my 87 year old parents thought I 'looked very good on
TV. They liked my suit and tie selection. So, everyone was happy!"
NOTE: Make your parents proud. The kind of exposure you receive on national shows is
invaluable for credibility—with your parents, competition, clients, and other national shows. And
you can increase your recognition by calling up other talk shows and suggesting a different
angle of the topic you just covered. Also, while you're in studio propose another segment with a
totally new angle. The time to pitch a segment is right then when everyone is happy with your
appearance. Try and get a committed date on the spot.
8. Be picky about your what you wear
Wear things that convey your personality. Be careful what you wear. Some colors and patterns
are not very good for the camera, such as black, white, red. Be simply and classy. Don’t wear
too much jewelry as the microphones tend to be complicated and very sensitive. Get a manicure
and wear makeup. Not every show has a make-up person, so apply some for yourself (men
too).
BECOME A SOUNDBITE GENIUS
1. Speak in soundbites to everyone.
Getting key phrases for concepts and ideas across clearly is central to all communication. As a
fun practice try to shave off any extraneous details during conversation in your everyday life. In
Errol Morris' film "Fog of War" former Secretary of Defense Robert McNamara said, "Never
answer the question that is asked. Answer the question you wish were asked." Begin to train
yourself to speak only what you want others to hear. In this way you'll be shaping others'
perception of you—which is the essence of good media.
2. Answer the first interview question with your sermonette.
In a 1989 interview on the NPR show Fresh Air veteran TV journalist David Brinkley said,
"Everyone of them [his guests] will arrive in the studio with some little sermonette in mind, and
determined to deliver it. So one thing I do is first ask them a dull, boring question like, what do
you think about this. And let them deliver their little sermonette. And then we get to the hard
core of what we're there to talk about." Your first and last points have the most impact so plan
and deliver your sermonettes no matter what you're asked.
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3. Frame your ideas for your audience.
Jennifer O'Neil, a film producer and director, explained that when shooting background footage
(b-roll) she uses a technique called "grounding." To "ground" the camera must end definitively
on an object or scene that signals the viewer that that segment is over. I suggested to her that
she probably also used the opening footage to "ground" or shape the beginning of how she
wanted a viewer to perceive the scene. In this way you orient your audience to the scene or the
material you want them to focus on.
You can apply the same concept to soundbites. Your opening words set the stage for what you
want to convey, your final words signify the close, how you want your audience to remember
what you've told them. Use your opening and closing statements to anchor your audience to the
information you want them to grasp. That way you shape the way they think about your product,
service or cause.
4. Tell people what to do.
I love mystery, but this isn't the place for it. Don't leave your audience guessing. Be forthright
about the action you want them to take by letting them know why your product or service is
necessary for them to have a complete and happy life now. What gap does what you have to
offer fill? Be direct in pointing this out so there is no doubt.
5. Live your words.
Get to the point with clarity and insight. The Latvian violinist Gidon Kremer said of composer
Astor Piazzolla's music, "I don't think it's [the music] always about embellishment. I don't think it
all can be expressed rightly just gliding on the surface of convenient rhythms. This music can't
be in fact performed, it has to be lived. And I always can distinguish if someone is flirting with
Piazzolla as a convenient item of our commercial industry or if someone really lives the life or
the heartbeat of the music of this great composer."
It's the same with you and your soundbites. Are you living the heartbeat of what you're saying,
what you're representing? If not, we hear your false notes, your commercial intent. If so, we
know in an instant when your music is true.
WAYS TO USE SOUNDBITES SKILLFULLY by Susan Harrow
Words are the ambassadors of our intentions. Whenever anyone calls to hire me as a media
coach I listen closely to the way they express themselves with words. More importantly, I listen
to perceive who they are as a person. Once you open your mouth to speak to anyone
anywhere, you are auditioning. You are vying for their attention, for their time, for their
commitment to you and whatever you have to promote.
1. Choose the right words.
Soundbites are the lightning flashes of who you are and the message you want to get across.
To say what you mean and mean what you say, develop your soundbites word for word. The
process of developing your soundbites is about peeling away the unnecessary to arrive at the
essential. But before you peel....
2. Create six dynamic soundbites.
In order to speak your way to the hearts and minds of people, you should have about six
soundbites or talking points. Soundbites are the essential things you want to convey. They are
memory nuggets, or blurbable ideas designed to be easy for your audience to digest. You can
20
incorporate these six juicy jewels in any conversation. They can consist of anecdotes, facts,
statistics, stories, or something unlikely, unusual, controversial, shocking, funny, humorous,
romantic, poignant, emotionally moving, or dramatic.
These six things will make your audience get their rear in gear to dash out to buy your product
or service, choose you for a project or spokesperson, or pick up the phone right now to order
whatever you are selling. More than that, they promise and deliver something worthwhile.
3. Acknowledge six of the most important things in stories and in life: beauty, poetry,
music, timing, truth and nuance.
As a media coach I'm immersed in the squeezing down of concepts into a few pithy phrases
that catch attention. Recently, I was talking to a client whose stories were already sifted into
simplicity. That day I read a quote on the internet that said, "Simplify things to their simplest
form, but no simpler." She had. But the result was more like pulp than ripe fruit. I asked for the
expanded version so I could taste their full flavor and help her decide how they should be juiced
down.
I try to view these soundbites as a new form of language-haiku versus open verse, a Zen
fountain versus a mountain stream, flowers in a windowsill box versus a field of poppies ready
to take you to a land deep in the opiated imagination. It is important to savor the lushness of
nuance and the musical flow of language while shaving off unimportant details.
4. Make potent points.
Keeping to your most potent points makes an interview move forward more smoothly. Jane
Swigart Ph.D, wrote her book, "The Myth of the Perfect Mother" to help mothers parent without
guilt. To convey the difficulty and complexity of motherhood, she came up with some key
phrases like, "Being a mother is like asking half the population to do brain surgery without
sending them to medical school." And, "There is a myth that women are divinely prepared for
caregiving." Both phrases are short, to the point and can be spoken in less than 10 seconds.
5. Find your own voice.
Your voice is as personal as your thumbprint. You may not recognize it as such, but your pets,
neighbors, loved ones and colleagues do. You use phrases and have mannerisms that are like
the billboards that holler over city highways. Ask your friends and family what your billboards
are. They'll be able to tell you right away. Ask yourself which of these patterns should be
amplified, and which should be toned down. Do you have a signature story that you tell over and
over again? These stories are one way we frame our lives. Begin to notice how you talk about
your experiences. Soundbites are all important when a producer or journalist calls. You're often
competing with the best and the brightest in your field.
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Additional Resources
WEBSITE DESIGN
Highwire Creative (built www.prbythebook.com): http://highwirecreative.com/
HEADSHOTS/ PHOTOGRAPHY
Sarah Harvard Photography (in Austin area/ took photos for www.prbythebook.com):
http://www.sarahhavard.com/
HELPFUL BOOKS:
Publish Your Nonfiction Book: Strategies for Learning the Industry, Selling Your Book, and
Building a Successful Career (Writer’s Digest Books) by Sharlene Martin and Anthony Flacco
(Marika Flatt quoted in book)
The Complete Guide to Book Publicity by Jodee Blanco
** We are not endorsing any of the following, simply providing them to you as a resource.
PR LEADS: GETTING REPORTERS TO SEEK YOU OUT
Every day, PR leads get upwards of 100 requests from reporters who need to interview experts
for stories they are writing. These reporters work for various publications across the country.
When PR leads sees a lead that matches your profile, it is sent to you by email. You’ll get a
100-200 word description of the article and its focus, what kind of expert the author is looking
for, as well as the reporter's name, contact information and deadline. You’ll get the reporter's
original request. It is not edited it in any way, so you'll see exactly what they need. PR leads,
www.prleads.com, costs $99 per month. Authors/Experts must individually sign up for this
service themselves, as the owner individually interviews each expert and then sends them
topics accordingly. www.prleads.com.
With your subscription you'll receive:
 Unlimited number of leads in your areas of expertise sent directly to your e-mail box.
 Targeted topics and keywords for one user.
 Unlimited number of updates to your client record.
 Complimentary membership in our branded community of PR LEADERS.
 Exclusive entrance to our telephone seminars open only to PR LEADERS
 Invitations to networking events with other PR LEADERS at NSA, Book Expo and other
events.
 Free e-newsletter filled with timely PR tips and strategies.
 Complimentary 15-minute coaching session when you sign up with PR LEADS so you
get the most from the service.
 Expert advice and feedback on your sample responses to reporters.
 Free subscription to our PR LEADS Success System - daily emails that teach you our
secret tips on how to use PR LEADS to get the most PR possible and work effectively
with reporters.
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REDROOM.COM:
RedRoom.com is a unique social network that thrives on original, author-generated content. Its
mission is to foster a community of authors and readers by allowing them to interact and discuss
current industry news, blogs, reviews and other features on the site. Authors can create a
customized page with their own books, video, audio, blogs, events and more. As with most
social networks, signing up is free, but authors must first be selected through a brief application
process. Apply today and start connecting with writers and readers alike. www.redroom.com.
MEETUP.COM: BOOK DISCUSSIONS
Meetup.com is a Web site that allows people with similar interests to connect on a subject. The
Web site usually includes book discussion groups in most cities. The group stipulates the type
of books they're interested in, and group leaders can be emailed directly from the site. As we all
know, book groups are becoming more and more influential, and are also being targeted by
major publishers. Still, notifying them that an author is appearing in their city and offering them
an advance copy has had some positive results for us.
The link http://writers.meetup.com will take you to a page that shows the total number of groups
worldwide, the number of cities, and allows you to search for groups by city or zip. Once you've
found the city you want, select the group you want and MeetUp will tell you how many members
that group has, how often they meet, and who the organizer is. The organizer will have an email
address though you have to register for Meetup.com to access these addresses. That's no big
deal and there's no charge. www.meetup.com.
GOODREADS.COM: WHAT IS EVERYONE ELSE READING?
Goodreads.com is a social networking site that allows you to track what your friends are
reading. It also allows you a better way to keep track of what you’ve read, what you would like to
read and get/give book recommendations from people that you know. Sign up at
www.goodreads.com.
ARE YOU REVEWING BOOKS ON AMAZON?
You should be. Amazon.com customer reviews are a great way to expose your title to readers
interested in your genre or category for free. Find a book with an excellent sales ranking that's
similar to yours or appeals directly to your book's audience. Provide a five-star review for that
item, and either work a reference to your book into the review or mention the title of your book in
your review signature. Readers will take your review seriously (since you're an authority on the
subject), and it will pique their interest—ideally to the point that they search for and purchase
your product. This is one quick and easy way to promote your book directly to your target
audience.
--Clint Greenleaf, Greenleaf Book Group LLC, www.greenleafbookgroup.com
PUT YOUTUBE TO WORK AND CREATE YOUR OWN BOOK TRAILERS
The message? Please Buy my Book. For an example of video promotion for a book, see
http://www.youtube.com/watch?v=9kJr59Xcf30.
INSTANTTELESEMINAR.COM
This service allows you to create and host unlimited teleseminars (limited only by your time!). As
many as 200 people can listen in via the phone while another 2,000 can listen in via the web.
Anytime, day or night. Whenever you set up a teleseminar. You can also host and record
interviews with anyone using this service. All recordings are hosted indefinitely with the service
or can be downloaded so you can sell them as mp3s or audio CDs. All this for only $47 per
month. http://www.InstantTeleseminar.com/
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AUDIO ACROBAT
You can use this wonderful service to generate podcasts, broadcast Internet radio
shows, and create other audio content by just making a phone call, recording your talk, and
hitting send to syndicate your audio podcast to 27 podcast directories like iTunes. You can also
create and send audio or video emails, post audio or video to your website with neat players,
and so much more, all for only $19.95 a month. That's an incredible bargain. Sign up for the 30day free trial today! http://johnkremer.audioacrobat.com
BLOG TALK RADIO
This is a free Internet site that allows you to create your own Internet radio show or shows.
http://www.blogtalkradio.com.
BOOK SALES LINKS
Barnes & Noble
http://www.barnesandnobleinc.com/for_authors/how_to_work_with_bn/how_to_work_with_bn.ht
ml
Borders
http://www.borders.com/online/store/BGIView_publishersartists
Book Marketing Works, LLC
http://www.bookmarketingworks.com/
IBPA, the Independent Book Publishers Association
http://www.ibpa-online.org/
BOOK TRAILERS
1. Oceanside Video Productions (a long-time client used them and said they are easy to
work with and competitively priced) http://tinyurl.com/nsyzf9/ anna@ovphouston.com
2. Greenleaf Book Group recommends: : http://www.vidlit.com/
PUBLISHING CONSULTANT:
Thomas Woll, President
Cross River Publishing Consultants, Inc.
3 Holly Hill Lane
Katonah, NY 10536
914-232-6708 (phone)
914-232-6393 (fax)
www.pubconsultants.com
JOHN KREMER’S BOOK MARKETING TIPS
John Kremer gives creative takes on marketing strategies http://www.bookmarket.com/
LISTS YOU CAN AFFORD: MAILING LISTS
Lists you can afford is a place that provides several mailing lists that are targeted towards
specific audiences and help market your goals. http://www.listsyoucanafford.com
AUTHOR LISTS
Lists for authors to gain target audiences and for book clubs.
http://www.ParaPublishing.com
http://bookclub.meetup.com/all/
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YOUPUBLISH.COM
YouPublish is a new online venture that Mark Victor Hansen and others are creating as a tool
for selling downloadable products via an online social network. It's real easy to set up a profile
and begin selling ebooks, audio files, databases, software, and anything else that can be
downloaded via the Internet. You keep 50% of all sales. For more info, go to:
http://www.youpublish.com/
PHOTOGRAPHY
Patrick Blackard does photography and video. http://www.sprocketeer.com
Book Marketing Resources from The Savvy Book Marketer:
Blog: www.TheSavvyBookMarketer.com
Newsletter: www.BookMarketingNewsletter.com
Ghostwriter Extraordinaire
Urban Echoes is the parent company of Ghostwriter Extraordinaire (GWE), which has assisted
dozens of authors in garnering more widespread attention for their writings via the creation of
book video trailers, excellent cutting-edge promotional tools to help spread the word about their
books to the masses and connect with a sizeable, previously untapped readership. GWE has
partnered with a vast number of publishers, publicists, and others in order to offer their trailer
creation services for discounted rates on a long-term basis, and we would like to extend the
same offer of long-term partnership to you, having GWE become a dedicated vendor for the
creation of book video trailers for your family of authors.
Included in GWE’s standard trailer creation package are the following:
- High quality video trailer creation
- Two (2) free rounds of revision
- Trailer distribution to 100 highly-trafficked video sharing channels
- Submission of your trailer to online retailers (Amazon, Barnes & Noble, etc.), wholesalers,
distributors, literary agents, and book clubs
- An online copy of the trailer provided to you for posting on your site(s)
- A hard copy of the trailer provided to the author for use at book signings, interviews, literary
conventions, and other appearances
www.youtube.com/gwextra/ www.gwextra.com.
Nancie McClendon
Department Of Sales & Marketing
Urban Echoes Entertainment, LLC
"In Tune With The Pulse Of Life"
P.O. Box 61494
Durham, NC 27715
Phone: (888) ONE-PULSE/663-7857
Fax: (888) 726-8470
www.UrbanEchoes.net
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PREMIUM BOOK COMPANY
Brian Jud has just entered into a partnership with a premium rep group with 1,800
commissioned sales people to create the Premium Book Company. This new company charges
$200 to put a book into a catalog that is sent to all the premium reps who then sell the books on
a non-returnable basis to corporations, associations, schools, the military, and government
agencies. They buy from the publishers on a 60% off discount. The deadline to get into their
August catalog is July 1st. You can check out the details at
http://www.premiumbookcompany.com.
YEARBOOK OF EXPERTS
The summer directory of the Yearbook of Experts will be closing on Friday, June 20th. If you'd
like to be featured in this directory of experts (it costs money), contact Yearbook of Experts,
Mitchell Davis, Editor, Broadcast Interview Source, 2233 Wisconsin Avenue NW, Washington
DC 20007; 202-333-5000. Email: expertclick@gmail.com. Web:
http://www.expertclick.com/discount/John_Kremer (this link gives you a discount on your listing).
MOTHER TALK
Mother Talk produces blog tours and social media outreach for books appealing to women.
They also host an online book club, an advertising program, and newsletters that reach 18,000
influential moms & bloggers. Contact Mother Talk, Marjorie Osterhout, Director; 206-419-6642.
Email: info@mother-talk.com. Web: http://www.mother-talk.com.
WHEATMARK
Getting your book into print may be easier than ever, but the business of book publishing has
never been more complicated. With Wheatmark, there is no reason to face the challenges of
publishing alone. Our talented team of publishing experts will give you all the help you need to
not only get your book into print, but also give it the best chance of success in the marketplace.
Wheatmark actively promotes titles with promising initial sales through its Great Expectations
program. Publish with Wheatmark, the independent author’s most powerful ally!
www.wheatmark.com/.
MEDIA TRAINING:
Vickie Jenkins
Performance Power Media Coaching
888.331.7714
http://www.media-trainer.com
http://blog.media-trainer.com
Karen Melamed and Barbara Wellner: www.mediawise-consulting.com
BOOK EDITOR:
Natalie Schwartz
(914) 666-0980
natalie@laureltonmedia.com
www.laureltonmedia.com
Compiled by PR by the Book, LLC, www.prbythebook.com
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