What is publicity?
Many authors confuse marketing with public relations or vice versa. Both components are important, however they are very different. While marketing and public relations complement each other, they are most effective when they are treated as distinct functions. Public relations activities focus on "earned media," which is editorial content in the media. Earned media has more credibility with readers because it is not paid for, and is often written by independent, objective reporters. The key is being newsworthy. What is news? It's new and timely information that adds to the debate and impacts the daily lives of people across a range of demographics. To find out your book's media potential, tell us about your book for a free analysis by our team.
What is the nature of my campaign's timeline?
Every campaign is custom tailored to suit the needs of each book, in regards to the on-sale (publication) date. Prior to the publication date, your publicist will focus on reviewers, specifically industry review publications, as well as long-lead print media and Internet outlets. As your publication date approaches, your publicist will begin contacting the broadcast media (TV and radio). It is important that you are not on the air talking about your book before consumers can find your book on the bookstore shelves.
What will my campaign entail?
Your publicist will conduct competitive research, develop a campaign strategy and targeted media lists, write press materials and pitch story ideas to the media to solicit coverage for you and your book. Media contact includes customized pitching and hundreds of follow up phone calls to ascertain media interest in your book and secure interview opportunities. Your publicist serves as a strategic advocate, editor and advisor for the duration of your campaign.
What are the different types of media my publicist will contact?
Your publicist will contact print media, which includes newspapers, magazines, newsletters, etc.; broadcast media, which includes radio and television; and online media, which includes book review websites and web-logs.
Do I have to come to Media Training?
Media training is not required but it is highly recommended. The training program will provide you with the necessary skills to conduct an outstanding interview. It also gives you the chance to tour our facilities and meet the staff at Phenix & Phenix. Additionally, you and your publicist will have time to talk face-to-face about the direction of your campaign and address any questions or concerns you may have.
When will I begin to see results from my publicity campaign?
The publicity campaign is designed to generate the majority of your results after the publication date of your book. Specific results will vary depending on the strategy of your campaign and the news merit of your book.
Will my publicist help me set up a book tour?
As publicists, we handle media relations, rather than marketing activities (visit publicity vs. marketing to learn the difference). However, we highly encourage authors to arrange book signings, speaking engagements and other special events to promote their book, as these are great opportunities to generate media interest. Your publicist will spend the duration of your campaign strategizing and pitching your book to the media.
Why would a publicist pitch an angle that doesn't relate to my book?
We ask that you trust our expertise and recognize that a news angle is simply a means to an end—it is a way to get you in front of the media. To pitch and secure an interview, we have to tie you and your book to news that is in the media right now. During an interview you will often have the chance to talk about other themes in your book. This is your opportunity to tell your story the way you see it; it's not only about answering a reporter's specific questions.
What is the "Strategic Publicity Plan?"
A strategic media plan is a strategy that is designed to successfully execute a campaign that will excite the media, inspire the retailer and entice the customer. It includes market analysis, author and book positioning, media focus and author communication and assigned responsibilities. The strategy reflects a wide range of news angles connected to your personal credentials or the content of the book that we find to be the most timely and newsworthy. This will be mailed to you in the first month of your campaign.
Why should I do book signings or speaking engagements?
By scheduling yourself for these events, you are bringing your message to additional audiences and ultimately speaking with the end consumer. These marketing events can result in increased sales of your book and are an opportunity for more exposure. We also encourage you to attend as many book industry conventions or conferences possible to network with other authors and people in the industry.
What should I do during my campaign?
During your campaign you should get out and network with your local bookstores. Get involved in networking events, conduct speaking engagements and schedule book signings. Talk to your local bookstores and ask them to carry your book. Work with charities to see if some of your proceeds can benefit them. Contact organizations and companies to see if they might purchase your book and have them donate it to various organizations and charities—children's hospitals, cancer charities etc. Tour in and around your area—if you're going to hold events outside your local area, be sure to let your publicist know at least a few weeks ahead of time, so they can pursue local media around the event. Talk to other authors about their experiences and ask their advice. Take out advertisements in magazines and newspapers. Begin writing an e-newsletter and market it. Do your homework on the media and practice your interviewing skills.
What should I do after my campaign ends?
After your campaign, you should continue to network and promote your book within the publishing industry. Continue to tour and conduct speaking engagements. Speak with bookstores, especially local stores, and ask them to carry your book. Continue to network and get your name out there to the public.
What is Phenix & Phenix's role in my campaign after it ends?
Once the campaign ends we will cease to contact the media, but we will continue to keep tabs on your campaign and schedule interviews for those people who are interested in setting up a time to speak with you. We provide our clipping service up to 90 days after the campaign, and will forward press clippings to you upon receipt.
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