Writing 101: Finding and working with a Publicist

I'm always on the lookout for ways to help you with writing. As a Writing Career Coach, one of the things I do is help find the best information and bring it to this site. That helps you save time when you're sifting through all the email info. So when I saw this list I immediately contacted Kathy and asked her if I could share it with you.

Top Ten List For Finding and Working with a Publicist
 
How can a publicist help you? How do you even know if you are selecting the right one for your needs? What can you do to work with your publicist to assure a stellar campaign?
 

1. A publicist can help you from the very beginning by helping you write the marketing plan in your book proposal.

2. When you are writing your manuscript, a publicist can help you write IN hooks and angles that will make good pitches during the PR phase. There are 3 lists to work from: evergreen subjects and themes, hot topics, and current events. These then become key words for your Internet presence, and angles for the PR pitches to match press releases and phone calls with specific media. (PR really is a matchmaking business.)

3. Most publishing houses have in-house publicists. I work hand-in-hand with several of them, and they do an excellent job. Because they are often spread too thin or because they want a specialist rather than a generalist, they will request the assistance of an independent publicist to do part or all of the campaign. Knowing this, you can ask your publishing house during the negotiating stage, to pay part or all of the fees for an outside publicist who will focus on your campaign. It never hurts to ask! If you say you are willing to pay part or all of your advance for publicity and marketing, they know you are serious about this project, and they are more likely to partner with you to make it happen.

4. A publicist needs to have a variety of databases to work from: newspapers, television, radio, Internet, blog hosts, etc. This should include local, regional, and national media.

5. A publicist should customize a plan for your campaign that fits with your project, your goals, and your personality. It should not be a one-size-fits-all publicity plan. Ask them for their written plan, and also ask for reports as they go along. This can come in the form of written reports, phone calls, or forwarding you notices of "hits" (PR results).

6. Some publicists can also help with image consulting and/or author branding. If you are interested in this aspect, ask about it when you interview publicists. They can also assist with your speaker kit, event kits, and sometimes even speaker booking.

7. Ask if they coordinate blog tours, and what they can do to customize a blog tour to fit the feel and flavor of your book.

8. Ask if they will go with you on national tours and/or escort you at ICRS so you are able to get from one interview to another without being interrupted by passersby who want to chat. Your publicist can be the "heavy" and explain you would love to chat, but that you have an important appointment, but will be at such-and-such booth at such-and-such time if they want to come by. (In other words, a publicist knows how to employ the soft touch so it doesn't come across as a brush-off.)

9. Your publicist will love it if you brainstorm with them on your campaign, and are open to both small and large PR opportunities. The goal is to create a buzz via grassroots viral spread of your name and your book's name. The more your name shows up online, the higher-up in the search engine your project will show up. That's just one of many reasons why to accept as many PR opportunities as possible. Of course, we don't want to overwork you, so we will make sure it is a good match for your goals.

10. Don't have unrealistic expectations about your publicist or PR campaign. Many assume they will get on Oprah if they hire a publicist. They assume their sales will soar. There is no rhyme or reason in this industry. Sometimes we will get a national interview, but the sales numbers don't increase like we hope they will. Other times, there are several small PR opportunities, and sales surge. It just takes the right timing, gentle follow-up with media and reviewers, and perseverance. I also encourage my clients to pray, and let them know I'm praying, at specific times, such as when I send out e-blasts, press releases, advance review copies, etc. We say God wants your book in the hands of readers, but we sometimes forget to pray for this outcome.

There are as many how-to tips as there are publicists in this industry, but perhaps these top ten hints will get you started until you are well on your way to promoting your book.

Kathy owns Kathy Carlton Willis Communications, a firm dedicated to providing designer services to authors, speakers and others. You can learn more about her company and clients at her professional blog, http://kcwcomm.blogspot.com/ or her website at http://www.kathycarltonwillis.com/.