Publicity for New and Self-Published Authors

Public Relations Expert Gives Advice for Book and Author Promotion

Feb 26, 2009

In this interview Pam Lontos gives savvy consel to authors--whether self-published or with publishers that do not provide publicity support to their little-known authors.

Pam Lontos is president of PR/PR, a public relations firm and the author of I See Your Name Everywhere: Leverage the Power of the Media to Grow Your Fame, Wealth and Success published by Morgan James.

"Pam Lontos has 'Been There and Done That.' She did a marvelous job in advancing her career at a speed that astonished the other people in the industry, including me. Her experience in sales, marketing and public relations, along with her media savvy, jump-started her career...and she can do the same thing for you. She's capable, committed and hard working." Zig Ziglar ---

“If you only choose one PR manual, make it ‘I See Your Name Everywhere.’”

Suite 101 asked Ms. Lontos about what advice and media savvy she would offer to new authors struggling to get their book and self--as an author--recognized.

Suite101: What is the importance of being interviewed and how can one give a great interview?

Being interviewed in magazines like Forbes and Cosmopolitan increases your celebrity and credibility, which puts you at a higher level than your competitors and as a result, you are perceived as the expert. You can give a great interview by letting the reporter lead the conversation, incorporating personal experiences into your responses and being prepared to back up your claims.

You build name recognition by maintaining top-of-mind awareness. Being interviewed gets your name into the media so people see your name over and over again, which creates top-of-mind awareness.

Thinking their book will become a bestseller from one book review or TV appearance. A person will need to see your name around 6 or 7 times before they actually remember it.

Not being unique in their approach. No one wants to hear the same old message over and over again. So develop a hook, or unique angle that sets your book apart from others.

Pitching themselves, instead of a story for the audience. Always pitch a publication or program by highlighting the benefits you and your book can offer their particular audience.

You want to start publicity eight months ahead of time. It might take two months to book an interview in magazines like Entrepreneur or Women’s Day, but they usually conduct the interview six months out, so it could be eight months before you actually see your name in print. When writing articles for business and trade magazines or the Internet, although the Internet outlets will post them right away, it could be three-eight months before the magazines are published.

The hook is the bait that makes the media bite. The media doesn’t care about you or you book, they care about the story or good advice you can give their readers. For example, a nutritionist might have great credentials, but her hook might be “How to Lose 10 Pounds in a Month by Eating Chocolate.”

Suite101: Can the same hook or idea be used for all magazines, radio and TV?

Definitely not. Your hook should be geared to the demographic of the specific magazine or show. For example, the Oprah show goes to housewives in the middle of the day, where Lou Dobbs has an entirely different audience. Additionally, Cosmopolitan has a different readership than Sports Illustrated, so gear your hook toward the type of person they attract and the topic of the media.

New authors can be put at the same level as someone who has been around for 20 years. By getting your name into print, you can even appear in magazines with another famous author who’s been around for years and immediately you are perceived as being on the same level.

Look at what is in the news that day. Check the television, newspapers and Internet outlets and determine what information you have to add to what is already out there. Chase’s Calendar of Events is another great resource. Chase’s gives you dates like “Get Organized Day” and “Financial Wellness Month,” where if your expertise fits, you can send a press release to newspapers 10 days before.

Suite101: Should one get publicity only in their niche or should they expand?

You should do both. You want to become the top expert in your niche and keep your publicity within that niche, but by expanding, you get a bigger audience, which puts you at a higher level in your niche. Additionally, if business in your industry slows down, you have other areas to focus on.

The headline and the first sentence are the most important parts of a press release. If these are not unique and interesting, the press release won’t get read.

A good headline relates to something in the news. It should be controversial and unique. Your headline is something that makes people say, “Wow, what are they talking about?”

Suite101: Pam, What last words of wisdom do you have for our fledgling authors?

Don’t give up and never let rejection bother you. They may say “yes” right away, or it may take months. Be persistent!

In her email newsletter Pam Lontos offers free tips, ideas, and information useful to anyone who wants to get more publicity.

The copyright of the article Publicity for New and Self-Published Authors in Self-Publishing is owned by John Lamkin. Permission to republish Publicity for New and Self-Published Authors in print or online must be granted by the author in writing.