Articles tagged "Journalists"

Author Press Kit: How You Market You

3 min read
J_K__Rowling

Example from an author we all know.

Who is your favorite living author? Have you ever visited their website? If you wanted to know more about them, where would you click? What would you expect to see on that page?

Now think about your website or blog. If a journalist, blogger, production manager, or agent wanted to know more about you, where would they find the information? How are you selling yourself as a writer or subject matter expert? How are you telling the story of you?

If you are new to publishing, you may not have even thought about needing an “About” page on your website. If you have one, it probably has a few fun facts about you, some pictures of your family and maybe an homage to your faithful pet. This information may be meaningful to you, but will it get you an interview or a speaking engagement? If not, perhaps it’s time to re-work your “About the Author” page to serve as an author press kit.

“Who has the time for that?” you may ask. In truth, it’s likely you already have most of the information needed to create an effective press kit. You just didn’t know you needed one. An effective press kit includes:

Author Biography and Contact Information

Lulu recommends authors have multiple versions of their bios for use in article submissions, guest posts, and interviews. Your press kit bio should be about 200 words focusing on what makes you interesting and your areas of expertise. Don’t forget to include a head shot and your (or your publicist’s) email, phone, and social media contact info.

Press_Kit_author_photo_jpg

In addition to contact information, always include a clear, professional head shot with your bio.

 

Specific information about your book(s)
List the title, topic, genre and intended audience for your book as well as a succinct summary (no spoilers).  If you are writing nonfiction include your credentials or personal experience relevant to the topic.

Press Coverage
Show your press-worthiness. Include excerpts from reviews, transcripts from interviews, links to press releases, blogs and articles written about your work. List awards, nominations, and recognitions your work has received. Your press kit is not the place for humility.

Press Kit Newsroom1

Busy reporters are always looking for compelling local stories. A well-written press kit makes it easier for them to meet their deadline.

 

Frequently Asked Questions (and Answers)
If your goal is to schedule newspaper, radio, or television interviews, include a list of frequently asked questions and answers about you and your book. The more upfront information you provide, the easier it is for a journalist to prepare a story. Your answers should be personal, conversational, and quotable. FAQs and answers also provide jumping off points for further questions:

  • What lead you to writing?
  • How does your early (or current) life influence your writing?
  • What is your inspiration for developing these characters / writing on this topic?
  • How does the story mirror your own experiences?
  • Why did you choose to self-publish your work?
  • What are you working on now?

    Press Kit Radio Interview

    “You’ve probably answered this question a thousand times, but I just have to ask….”

Excerpts

Fiction authors should include a few meaningful sections that artfully demonstrate their writing style or provide character insight. Nonfiction writers should include a PDF of the first few chapters of their book.

Upcoming Events
Do you have a book signing event scheduled? Are you attending or speaking at a conference? Are you appearing on TV or radio? Let the world know where you will be and how to contact you during the event. If you choose to include an “events” section on your press kit page, it is imperative you keep it up to date. You may also choose to update this section with pictures from the events or links to print articles and interviews (audio / video).

Press Kit Reporter

“I saw you were going to be in town. Will you have time for an interview?”

 

Sell Sheet
If you are selling books directly from your website or through social media, you should also include your product and price lists for hardcover and paperback versions as well as wholesale bulk pricing for bookstores.

Remember, your author press kit does not have to be fancy. Keep the format, font and layout simple and easy to read. Start with material you already have and add to the page as you build your reputation online, in print, and through broadcast media. Remember this content is how you sell yourself and your work, so proofread, proofread, and proofread again to make sure it is error-free. A professional looking press kit page will help get you the publicity you need for publishing success.

Press Kit paparrazi

The publicity you deserve!

Additional Resources

How to Write a Killer Author Bio

Guest Blogging: How to Build Your Online Reputation

Five Hours to Success

 

PR Part I: Ready, Set, Press Release!

3 min read

Featured_Article_Narrow

RALEIGH, NC – September 13, 2016 – Lulu, the pioneer and world leader in independent publishing, announced today that all authors should launch their new books with a well-crafted press release. “It’s your story and you should be the person telling it,” said Glenn@Lulu, Content Marketing Manager at Lulu Press.

 

press-release

That’s the most interesting thing I’ve heard all day!

That’s a pretty standard (and frankly boring) opening for a press release: Announce something, follow it by an authoritative, quotable quote, then tell the story. It’s really like writing a one-page essay. All you need to do is write a release that answers who, what, when, where, why and how. Sounds simple doesn’t it?

You may be surprised to learn there are people out there who make hundreds of dollars per press release. That’s right, all that money for writing five paragraphs announcing something someone thinks is newsworthy. In reality, this is something you can do yourself. All you need is a bit of practice and an ear for what will attract the attention of local, national, and global news outlets.

Let’s get started.

One second to fame

Books are published everyday. Another one being published is not news. Therefore, your headline has to jump off the screen and make a reporter want to read more of your story. Since your headline is the first impression you will make, avoid clichés, puns, and gimmicky subject lines. Otherwise your headline may be the last impression you make before a journalist hits the delete key.

Sell the hook, not the book

sell-the-hook

Sell the hook first. Then sell the book.

What makes your book relevant? Does it solve a problem? How does it relate to other books in the genre? Does your book explain or fit neatly into a current news story? Does the action in your book revolve around an upcoming holiday? Are you a coroner writing a crime novel? A mother writing a conspiracy thriller? A life-long city dweller celebrating life off the grid? Your press release is the means to tell your story. The book is almost an afterthought, “If you want to know more, you can find <insert title here> on Lulu and all major online bookstores.”

 

Don’t promote, inform

An effective press release is based on facts, not opinion. Of course you, your mom and your best friend think your book is the best book ever published, but that is only an opinion. A journalist needs facts and when possible quotes. If your book solves a problem, state the problem and the solution it provides. If your characters or plot happen to coincide with something happening in the news, explain why your book will help people better understand the situation. When possible, provide quotes from experts in your field or snippets from reputable reviewers.

The best book in the world – Really?

hyperboleYou want your headline and body text to be original, snappy, and attention grabbing; however, avoid using clichés and hyperbole. Unless you have proof your book will transform lives, leave readers breathless or on their knees begging for more, don’t include these overused tropes in your press release. They show a lack of thought and imagination (see above – facts not opinions).

 

Do your research

Your best bet for getting early publicity for your book will be from local newspapers, libraries, radio programs, and independent bookstores. With that said, make sure you do your homework and address your press release email to a person (name spelled correctly).   No one wants to receive a generic email blast sent to every Sir, Madame, or Whom it May Concern in the business. Make it personal. I spell my name Glenn with two Ns – you should too!

Everybody is busy (and lazy)

busy-lazy-journalists

Content, I need good content!

All journalists are on tight deadlines, so the easier you make it for them to write the story, the more likely it is your story will get their attention. When you send your press release email, include links to your author press kit (About the Author), your book’s retail page, and book excerpts. It is not recommended you send a free copy of your book with the initial contact. Instead, explain that free electronic copies will be provided upon request.

 

Follow these tips and you will be well on your way to getting the publicity your book deserves. Remember, start local, be personal, and try different angles until you have perfected your press release. Then go national.

 

Up nextPR Part II: Write the Best Press Release – EVER!

Tips for composing the best book launch press release in the history of the written word in the format of a standard press release.

Additional Resources

Author Press Kit: How You Market You

Crafting an Elevator Pitch for Your Book

Five Hours to Success: Sell More Books

How to Publish a Paperback Book on Lulu.com