Welcome to the Publicity Workshop

PublicityPutting a publicity campaign together, timing, the author

questionnaire, targeting the appropriate media, presenting the book at talks and publicity tours.

What do Publicists do?

Maximise exposure for Books and Authors across the Australian market

Key Publicity Drivers

Media & Booksellers

Newspapers and MagazinesABC and Commercial RadioFree to air and Pay TVOnline & Social Media opportunitiesEventsFlyers, posters WebsitesWord of mouth

Putting together a Publicity Campaign

First Steps in Publicity

Discussing book and author

What are the broad opportunities? What are you to trying to achieve?

What will you require from the author?What role should the book play?

Developing the media material

Book InformationAuthor informationSeries information

Websites

Ideal Length & Key Points

The Media ListApproach for long lead monthly magazines

Online reviewers/public reviewsNewspapers and magazines

Radio opportunitiesTV opportunities

The online strategy

Approaching the Media

You need to know your stuffDifferent approach required for each media outlet

Radio you may only have time to get out one sentenceTV may require a story board approach

Try out your lines, and anticipate the next questionYou will only get one shot to nail the pitch

Email verses phone callsNever waste people’s time and always deliver what you’ve promised

No means No

Bookseller Events

Stock Signing, Signings, Launches, Talks/Readings, Literary Lunch/Dinners, School’s Events, Demonstrations, Kids Club -

Reading Time, Book Clubs, Conferences, Festivals, Virtual Events, Stunts/Parties

There’s a number of event options to think about

Organising Events – the Key Steps

Talk through the idea for the event -usually done via the publisher

Choosing the right event for the right book is very important

Numbers, cost and how the event will be promoted is key

Window displays, websites, social media, bag stuffers, newsletters, advertisements, what’s on columns

- are all key in ensuring a good event result

Key Checklists

3-4 months priorMedia plan confirmedLong lead magazine and TV approaches Event discussions

6-4 weeks prior to publicationLong lead media confirmedAll retailer events confirmed, books ordered

2-3 weeks prior to publicationPrint media confirmed, radio and television negotiations in full swing Author to start listening and reading authors interviewsPosters, POS to bookstores Travel arrangements confirmed – hotels, airfares, transport if applicable

Media Plan check-list

One week prior:Final media confirmed Numbers confirmed for retailer events, launches Publicist & author research time – re-read the book, brush up on your knowledge in the author’s area of expertise

One Day prior:Pens, post-it notes organised for signings Media interviews re-confirmed Current author photo, extended bio for media, author sheet, relevant media release Brush up on circ figures, details about interviewers, bookstores

Media Plan check-list

Which authors get the best publicity?What campaigns do you remember and why?

The key is being able to tell ‘stories’

Author ChecklistRe-read the book before you start on the publicity trail

Have the book in front of you, along with a list of points to jog your memory

Focus on talking about the book and what makes it different/stand out

Have anecdotes ready to illustrate points during an interview

Don’t tell the whole story or give away the ending