The Complete Guide to Book Publicity by Jodee Blanco

Author:Jodee Blanco
Language: eng
Format: epub, pdf
Publisher: Allworth
Published: 2004-01-15T16:00:00+00:00

The Evolving Press Kit

A press kit is not a static fixture in a campaign. A smart publicist knows that the press kit, just like the campaign itself, needs to grow and evolve with each moment-to-moment accomplishment. As a publicist, you have to stay on your toes, monitoring print and broadcast coverage. When your stack of clippings exceeds twenty articles, it’s time to issue a press release that spotlights the book’s continuing success. Or perhaps you just booked your author on a major network television show. Any milestones, whether they be publicity related or sales driven, should be shouted from the hilltops via a press release issued to the publishing trade and select sectors of the general consumer populace.

On average, when I’m working on a book campaign, I issue a new press release every six to eight weeks, highlighting all recent achievements. Sometimes it isn’t just news about the book that warrants a new press release. Say, for example, you’re publicizing a book about teen violence written by a renowned child psychologist. If something happens in the news, such as a high school shooting or a debate in congress on gun control, you could issue a press release indicating that you have one of the foremost experts on the subject, who could bring a fresh and intriguing perspective to the issue. This is a great tactical maneuver for garnering author press. That’s why I keep emphasizing throughout this book to pay attention to the news, read the papers, watch TV, and listen to the radio. When a major story breaks, producers and editors are clamoring for experts from all sides and walks of life. The minute you see an opportunity, seize it. Write a press release positioning your author as a definitive authority, then send it to every news desk at every paper and television station you can. It can alter the course of a campaign and transform a moderately successful book launch into an historic campaign.

A few final notes about press kits. Take the time to be ingenious and imaginative. A brilliant press kit can’t be written in two hours. It demands consideration and analytical thinking. The press kit is the voice of the campaign. It’s the first word to the press and the public. Make it count.

Be prepared when you interview the author. Read the manuscript! So many publicists write press releases based on the flap copy from the book. Nothing angers me more! It’s inconceivable to me that a publicist would or even could publicize a book he hasn’t read. After you’ve read the manuscript, obtain a copy of an old author bio, past clippings, and any other information you can get your hands on. Do as much research about the author in advance as you can, so when you interview her you have an intelligent point of reference. It will also make the author feel important that you’ve taken the time to do this extra work. A press kit is the lifeline to a successful campaign. Respect its power by making it as powerful as you’re able.

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