BOOM!
BOOM! Explosive PR Solutions for Authors
Whether you are published or not, the idea to be thinking about PR is now. Louise's blog has great advice, and she was gracious enough to be interviewed here.
1. Tell us a little about your background and why you decided to specialize in author promotion on this blog. Tell us about the blog itself. I know it's new, but I'm already an addict!
Thanks! I'm glad you like it! My background is pretty varied. I spent eight years as a newspaper reporter, covering everything from congressional hearings to drive-by shootings. But I began to realize in my late 20s that I was a little too optimistic of a person to last much longer in the cut-throat world of daily journalism, so I started working in university communications. All the while, I was pursuing my dream of being apublished fiction author. It was during discussions with authors and other writers that I realized that despite being natural-born storytellers, they didn't know how to channel that creativity to promote themselves. So when the opportunity presented itself to leave the daily grind behind and start my own business, I decided to focus on authors. They need help, and I'm passionate about books!
2. What are two or three key things authors should remember when they have a new title coming out?
First, they need to plan early. Authors should begin working on a PR plan six to eight months before their book is released. If they have a year to plan, even better. One of the biggest mistakes authors make is waiting until it's too late. Some media outlets, for example, have a six-month lead time. So if you don't approach them until a month before your book is released, you're out of luck! But it can take a few months just to come up with a newsy story angle and to sell them, so do the math. Start early!Second, they need to remember that just having a book released isn't really THAT big of news, even to readers. So when putting their PR plans together, they need to "think outside the book." That is, they need to come up with a juicy hook that they can build their PR plan around; something that is relevant to their book but ties into a bigger issue that people can talk about. And finally, authors need to ask themselves how much time and money they can commit to any PR effort. I'd rather see an author do one thing really well than five things poorly. For example, if you don't have time to maintain a well-conceived blog, then don't start one. Do the things you can do well and keep up with.
3. You have a blog. What is your opinion of new PR avenues like blogs and podcasts? These new video clips promoting books? How is technology changing PR?
I'm a gadget geek at heart, so I love all the new technologies. The good news is that things like blogs and podcasts make it easier than ever to directly interact with your readers and, therefore, promote your books. The bad news is that Internet users are impatient and demanding. They won't waste time on sites that are never updated or look cheesy and unprofessional. And if you go too long without offering a new blog post or podcast, they'll stop visiting you altogether. Viral marketing has completely changed the landscape of bookpromotion. With a simple e-mail signature, you can attract visitors to yourwebsite or directly to an Amazon page to buy your book. RSS feeds and backtracks make it possible for authors who blog to reach a number of people that would have been unheard of a decade ago. I'm going to focus a lot on technology on BOOM! I want authors to see how they can get the best use of all these great new toys. And just a sidenote to answer your question about video clips. I love movie-style book trailers...when they're done well. Some of the trailers I've seen recently all have the same problem: TOO LONG. Thirty seconds max is what you should aim for.
4. I have written nonfiction and did a slew of radio related to that. But novels are a little trickier. How do you tie a novel into something newsworthy to promote it?
There are tons of ways! In fact, I call this "The Biggest PR Idea Fiction Writers Haven't Figured Out." Non-fiction writers are recognized as experts, and that's why they get quoted all the time. But fiction authors can do the same thing. Let's say you write a vampire series. You are officially an expert on our fascination with the underworld. At Halloween, pitch yourself as an expert to all the newspapers that will be searching for something new and interesting to write. Or let's say your next book features a child with cancer. Dedicate yourself to the cause. Sponsor a child through the Make a Wish Foundation and pitch stories to the media about how much we need more research money into childhood cancer. See what I mean? The key is to identify a niche!
5. What are your best tips for us shy authors who cringe at self-promotion and PR. We know we have to, but any tips?
First, try to understand your strengths, weaknesses and the source of your own fears. I call this your "PR personality." Do you enjoy public speaking but hate being online? Then build a PR plan that plays into one and downplays the other. Second, PRACTICE. Self-promotion is like anything. You'll get better at it over time. Third, BELIEVE IN YOURSELF. Romance writers in particular suffer from what I call, "Little ol' me syndrome." Either it's false modesty or built-in humbleness that goes along with the genre, I'm not sure. But the bottom line is that many authors don't believe that they are worthy of media attention or speaking engagements. So it's important for authors to stand up tall, look in the mirror and say, "I am a published author. And I have a platform." (I'm smart enough, good enough and gosh darnit, people like me!)
6. Finally, anything else you want to promote? I know you teach some online classes.
Oh, yes! Thanks for letting me plug! I recently teamed up with AuthorMBA (http://www.authormba.com/) to host a series of online classes and to blog once a week. But I'm also launching a new program this year that I'm very excited about. It's called BOOM! Explosive PR Coaching for Authors. It's six weeks of online training and phone consultations in which I help you craft a personalized PR plan while also teaching you how to do it on your own the next time. I created this program because I realized that authors are caught in a Catch 22. They can't afford to hire full-time publicists, but they don't know how to do it themselves. What my program will do is get them started. Each coaching session is limited to 15 authors, because I want to make sure I can offer a lot of personalized attention. Dates and other info is available at my website, www.theworkingwriter.com
A big thank you to Louise! Comments or questions?
And vist her blog today!




